For many brands, mobile is still placed in the "experimental" or "emerging" marketing budget.
But it's increasingly apparent that the mobile segment is growing quickly, and therefore impacting the way consumers interact with brands. According to Gartner, worldwide mobile advertising revenue is forecasted to reach $11.4 billion in 2013, up almost 20% from the year before.
So it's important to consider how mobile fits into your brand's overall digital marketing strategy, and how technology changes customer expectations that guide your approach.
Here are 5 statistics and key take-aways about mobile as it relates to consumer behavior:
1. Adults spend more media time on mobile than newspapers and magazines combined (eMarketer, December 2011).
Take-away: Circulation for print publications have been on the decline for years, with many magazines choosing to stop offering hard-copy versions and instead be entirely offered online. Newsweek is a prime example of this; after 80 years in print, the publication went all digital in late 2012 and others are following suit.
This trend is a testament to the changing nature of how users are consuming content. US smart phone penetration is at an all-time high of 61% in the US and many people worldwide access the internet solely from their mobile devices.
As such, brands and publishers may want to consider creating websites and display ads that are responsive and offer a positive experience when viewed on mobile as well as desktop.
2. 79% of smartphone users use their phones to help with shopping and 74% make a purchase as a result (Google/Ipsos 2010).
Take-away: Consumers are now armed with information wherever they go. With a quick Google search, customers can find out whether the item you're selling is offered at a cheaper price at a retailer across the street or on Amazon.
This can be beneficial as well, considering that almost three-quarters of smartphone users purchase a product after doing research on their phones. If a customer is interested enough to look up product information while in-store, they are probably close to purchasing. Being connected via mobile helps customers with questions they have in the moment, which enables them to fill in the gaps on whether to buy.
3. Mentioning a location in an ad or search result can increase click-through rates up to 200% (MediaPost, 2012).
Take-away: This useful best practice is further evidence that relevance is key for advertising and messaging. Mentioning a location likely increases user interest because it offers additional information for a customer who cares about proximity and accessibility. Given the advanced targeting methods available today, it would be wise to understand how to incorporate a more detailed call-to-action that could incorporate location into the messaging. The result could be more engaged customers and higher ROI on ad spend.