Importance of Audience Segmentation. Mobile constitutes a growing portion of all Internet traffic; in fact mobile usage overtook desktop in 2014, accounting for 60% of time spent online. But the conversion rate from mobile remains low. Mobile devices are often used for research rather than purchase. Perhaps this is because mobile functionality is optimized for every section of the funnel until users reach the point of sale.
6 Ways to Segment Your Audience You Need to Try Now. Research shows 50% of U.S. shoppers think retailers should offer promotions tailored to their past purchasing and browsing behavior. When you consider that on average, targeted ads are almost 2X as effective as non-targeted ads and 40.% of consumers would rather see online ads directed toward their interests, it may be time for all marketers to up our game.