If you're wondering if mobile computing is ever really going to "take off," check out these astounding statistics from a variety of sources:
- 1.7 billion people using mobile internet services by 2013.*
- By 2014, mobile internet is estimated to overcome PC internet use.*
- 56% of American adults are now smartphone owners. (Source: Pew Internet & American Life Project, 2013)
- Mobile now accounts for 12 percent of Americans’ media consumption time, triple its share in 2009. (Source: Digiday, 2013)
- Twice as many web ready mobile devices today as PCs.*
- 700% growth in traffic on smart phones by 2015.*
- Of the 70 percent of shoppers who used a mobile phone while in a retail store during the holidays, 62 percent accessed that store’s site or app and only 37 percent of respondents accessed a competitor’s site or app. (Source: ForeSee, 2013)
- Retailers’ apps with store mode gather five times more engagement. (Source: Point Inside, 2013)
- Last year, only 12% of consumers bought anything through social media. (Source: PwC, 2013)
- By the end of 2013, there were more mobile devices on Earth than people. (Source: Cisco, 2013)
- Mobile internet is growing faster than desktop internet ever did.*
- Mobile data traffic is expected to increase by almost 4000% by 2014.*
- 25% of international media and marketing executives see mobile as the most disruptive force in their industry. (Source: AdMedia Partners, 2013)
- 65% of U.S. shoppers research products and services on a PC and make a purchase in-store. (Source: Cisco, 2013)
- 54% use or would like to use digital touchscreens in-store. (Source: Cisco, 2013)
- 48% use or would like to use a smartphone to shop while in-store or on the go. (Source: Cisco, 2013)
- 80% of smartphone owners want more mobile-optimized product information while they’re shopping in stores. (Source: Moosylvania, 2013)
- Nearly 50% of shoppers believe they are better informed than store associates. (Source: Motorola, 2013)
- Americans spend an average of 2.7 hours on mobile internet each day.*
- 75 percent of Americans bring their phones to the bathroom. (Source: Digiday, 2013)
- Mobile brand exposure can be more effective than other media messages. Mobile internet users are 60% more likely to be open to mobile advertising than the average mobile data user.*
- Mobile visits to Facebook increased by 112% and Twitter by 374%.*
- It took 20 years for the first billion mobile internet subscribers and only 40 months for the second billion.*
The summary of all that data (and there was much more I could have included) is that mobile computing is exploding. What that means, is that while many of us marketers are struggling to figure out how to make social media relevant and valuable to our marketing strategy, we must now also consider mobile computing.
Including mobile computing into your marketing strategy is more than just making sure your website looks good on a smartphone. It is figuring out how to use the unique aspects of mobile computing to enhance the customer's shopping experience. It might include promotions or strategies to lure people who are near your physical location into your establishment, or it might be ways to engage visitors once they cross the threshhold.
It also means you need to understand that customers are comparison shopping while in your store; with your competitors and with your own online presence.
Marketing and communications are changing. The tools that we have to reach customers and other stakeholders are constantly changing as well. And the speed of that change seems to ramping up faster than the speeds of computers.
The important thing to remember is that the key responsibility of marketing to communicate with and develop relationships with customers and prospective customers has not changed. You probably won't participate in every new tech innovation that comes along. You probably shouldn't. But don't have your head in the sand either. Keep yourself aware of what the opportunities are and identify those that are strong opportunities for your business. Then try your best to take advantage of all the new opportunties to make your brand shine.
You need to adapt some of the new technology. You don't want to stay in one place because your customers are obviously on the go!
ReplyDeleteYour blog is very interesting. Your level of thinking is good and the clarity of writing is excellent. Thanks for sharing with us.
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