Mobile marketing is the future. Any marketing company knows that the key to success is adapting to and optimizing for the mobile market. When you’re in a public place, you don’t have to look far to find someone pre-occupied with a smartphone or a tablet. This same occurrence that you see on a day-to-day basis also happens at home, with tablets. Tablets and mobile devices are taking over the market and that makes for an exciting piece of Internet history that many are recognizing, but very few are really taking advantage of it.
Still not convinced that mobile is key to a successful digital marketing strategy? The following 10 stats will give you an idea of just how big this is, and how much bigger it’ll be over the next few years.
1. There are now 143 million smart phones in use in the U.S., and 71 million tablets. (Heidi Cohen)
2. 40% of shoppers consult 3 or more channels (often while shopping) before making a purchase. This same stat was less than 10% in 2002. Even more astonishing is the fact that 52% of Americans user their devices while browsing in-store in order to research the product online. This type of behavior will ultimately lead to an increase in the importance of online reputation management, fair pricing and transparency from retail outlets.
3. 4 out of 5 consumers use smartphones to shop.
This should surprise no one. Mobile users are shoppers, and we’ve got data to prove it. Smart retailers (like Target) are recognizing this trend and incentivizing the use of mobile phones within the store with discounts and coupons targeted at mobile users. Many restaurants are doing the same thing by offering a free drink, appetizer or a coupon code to those that check in using Foursquare, Yelp or Facebook.
4. By 2014 mobile is predicted to overtake desktop Internet usage.
This is largely based on the developing world having access to cheap smartphones and data plans as opposed to having to buy a laptop or desktop device to access the Internet. The rise in 3g and 4g data in countries like India and China proved to be a massive shift in the dynamic of mobile web usage due to the poor infrastructure in most major metro areas (and especially outside them). This poor infrastructure leads to slower and more expensive at-home connections thus providing a real opportunity for smart phones in these markets.
5. Nearly a third of consumers have subscribed to mobile marketing from brands, but 35% of them aren’t getting relevant messaging. (Source: Responsys)
6. 47% of consumers want mobile offers on their devices when they pass by a store. (comScore and UPS)
7. Mobile ads perform 4-5 times better than online ads. (iMedia Connection)
8. Marketers spent $4.4 billion on mobile advertising in the U.S. in 2012. That figure doubled to $8.5 million in 2013; and that figure is projected to quadruple to $31.1 billion by 2017. Search advertising accounts for about half of the total. (Heidi Cohen)
9. 78% of retailers plan to invest in mobile this year.
The figure is expected to top 220 million within the retail market alone. In marketing, retailers drive trends, and if they’re spending that kind of money in mobile, maybe it’s time to evaluate your strategy.
10. And finally: 99% of mobile business mobile business apps only get used once. Unless your app does something amazing that no one else’s does, then the reality is that it will get downloaded, opened and forgotten about.” (The Social Media Hat).