Mobile marketing is growing fast, and there’s no sign that it’ll slow down anytime soon, especially here in Charlotte, NC. According to CNN, Americans now use smartphone and tablet apps more than PCs to access the internet. Mobile internet access has nearly doubled the amount of time spent online since 2010. Based on comScore data, US smartphone ownership increased 25% in 2013 to 143 million and tablet ownership increased 55% to 71 million.
"As people increase their dependency on smartphones and tablets for news and information, marketers have realized that mobile marketing is a key to engaging with customers at arm's length," said Jay Joyce, president of The Idea People. "In the United States this year, Adults will spend an average of three hours per day engaging with their mobile devices – that's a huge opportunity to deliver targeted, custom content through text mobile marketing, social media, video and blogs."
Still not convinced? Here are 10 stats about mobile marketing’s growth that will change the way you look at your brand's marketing strategy:
1) 81% of U.S. adults age 25-34 own a smartphone, as do 70% of teens and 50% of adults 55 and over. 76% of millennials own a smartphone, while only 73% own a laptop. (Heidi Cohen)
2) The leading platforms for U.S. smartphone use are Android (53%) and iPhone (40%). Blackberry now accounts for just 3% of the market. (Heidi Cohen)
3) 189 million Facebook users (almost one out of five) are mobile-only, and mobile use accounts for 30% of Facebook ad revenue. (Fast Company)
4) 751 million (nearly three-quarters of the total) Facebook users access the network from mobile devices at least some of the time. (Digital Buzz Blog)
5) Twitter has more than 500 million total users. 288 million users are active monthly, collectively sending out over 400 million tweets each day. And 60% of Twitter users access the social media platform from mobile devices at least some of the time. (Digital Buzz Blog)
6) Tablet users spend, on average, 50% more online than do PC users. (The Social Media Hat)
7) Total media ad spending in the US this year will see its largest increase in a decade. On the strength of gains in mobile and TV advertising, total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%. (eMARKETER)
8) Mobile marketing will lead this year’s rise in total media ad spending in the U.S., and advertisers will spend 83% more on tablets and smartphones than they did in 2013, an increase of $8.04 billion. By the end of the year, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio. (eMARKETER)
9) On desktop searches, one-third of clicks go to the top organic result. Average click-through rate (CTR) on mobile devices skews even more towards the top position, as smaller screens offers fewer listings. (Brent Carnduff)
10) 70% of mobile searches lead to action within an hour — 40% are on tablets and 60% on smartphones. (iAcquire)
We are through the halfway point of 2014, so why not start talking about 2015? "Mobile marketing is a must-have tool for any company's 2015 marketing plan," adds Joyce. "Mobile marketing in 2015 will bring several mainstream innovations and practices that millions of customers across the country will enjoy."
1. Data Parsing and Predictive Behavior. "One of the major new areas that we are integrating into web and mobile applications is the growing importance of data science, predictive behavior algorithms and delivery of pinpoint content delivery to a selective audience," says Joyce. "We have the science and mathematical capabilities to blend a consumer's web and app usage from with their personalized preferences."
2. Adapt to the Screen Size. Just because graphics and photos work well on the desktop, don't assume that the tablet and mobile user will experience it in the same way. "Beyond responsive design techniques, we are creating separate mobile experiences to deliver content that is easily digested by the mobile user," says Joyce. "Better digestion means more effective mobile marketing adoption."
3. All Hail the Marketing Technologists! What? Another term and buzz word? Yes! "Digital marketing is requiring skill sets from both the marketing and the technology sides as marketing professionals are routinely applying technology decisions to marketing plans," adds Joyce. "We have three in-house Marketing Technologists who write custom content, optimize content for all platforms and create new avenues to deliver content through client technologies."
At The Idea People, we design for mobile first. “Our first step in developing creative web design for a client is to look at the smallest screen adaptation,” said Joyce. “Once we have the creative strategy and user functionality goals set with mobile, we move outward to tablet and desktop.” Industry talking heads concur that if you don’t need a function on the mobile web design, you probably don’t need it on the desktop design.
”When it comes to creative strategy and user experience on smaller screens, we analyze the content and functionality goals to decide if the tablet and mobile designs should have a responsive web design, or automatically size to the screen, or device-specific, where we design specifically for an iOS or Android device,” said Joyce. Again, industry leaders see the same trends for web design and creative strategy applied to the smaller screens first.
All of our company’s mobile web design and mobile marketing work is handled by our own employees located in our Charlotte office. To learn more about how mobile technology and mobile marketing can work for your business, contact Jay Joyce with The Idea People at firstname.lastname@example.org or call 704-398-4437.