By now you’ve probably heard it over and over again—mobile marketing is the future of performance/affiliate marketing. With a plethora of statistics illustrating the staggering growth of the mobile space, it’s impossible to deny that the future of digital marketing lies within the mobile arena. However, while the mobile space as a whole is a hotbed for performance marketers, there is one very specific niche that shows signs of greater growth potential—Android applications.
We recently came across a mobile infographic from Invesp that highlighted some eye-opening mobile statistics, which ultimately got us thinking about what lies ahead for the performance marketing industry. While we’ve already seen a myriad of mobile charts in the past few weeks, this particular infographic was predicated on the specific projection that in the next three years, mobile commerce will make up nearly one quarter of all e-commerce sales, with 2013 seeing 15% of all e-commerce sales made via mobile device. Plus, with the continued increase in smartphone and tablet usage over the past two years, we’ve also seen the meteoric rise of mobile shopping apps.
With promises of ease, convenience, and thriftiness, users simply can’t get enough when it comes to mobile shopping—in fact, 62% say that they’ve purchased physical goods through their smartphone in the past six months. Add in the fact that 48% of US retailers already have mobile-optimized sites, and that 74% of retailers have, or are currently developing mobile ad strategies, and you simply cannot deny the profitability of the mobile space.
However, despite the overall growth of mobile, it is Android that has the potential to be most successful. But why Android? Well the answer is quite simple, really—Android user numbers are on a steady trajectory upwards, while the Android marketplace has fewer mobile shopping apps.
According to a recent update from Google, the company claims that there are over 900 million current Android users, and nearly 50 billion app downloads to date. Combine this with the fact that, of the 48% of retail stores with mobile-optimized sites, only 15% of them have released an application for the Android platform. In comparison, the iPad has seen the same percentage of retail store apps, while the iPhone has seen 35%.
Ultimately, it comes down to the simple principle of supply and demand. Clearly there is a demand for mobile shopping apps, and an abundant supply of Android users. However, what’s lacking is the number of mobile shopping apps that are available for those 900 million Android users. So, as the Android space continues to be developed, the opportunity for successful performance marketing campaigns will be revealed. While others are blindly follow the iOS bandwagon, a focus on the Android space is a statistically sound, and ultimately profitable investment.