Tuesday, June 23rd, 2015 | 4 min read
It’s 7:00 am, and I’m semi-waking up, semi-fumbling for my phone. This is the first, but certainly not last, interaction I’ll have with a mobile device during the day. Over lunch, I take a couple calls. While I run to the store, I check my email. I ping people back on Skype. I check my Facebook updates. I hop from one app to another.
My day-to-day is driven by mobile interactions. Five years ago, this wasn’t the case. And five years before that, this was nonexistent. But we’re living in a different world now. And in this world, it’s go mobile or go home.
Just take a look at these five mobile-led changes that happened this year:
The internet giant announced in late April that it was changing its algorithm to be more “mobile friendly.” Sites optimized for mobile browsing will now rank higher than those that aren’t on mobile search results.
Americans spend more time using mobile devices than watching television, according to a recent study by Business Insider. On an average day, we spend 2 hours and 57 minutes playing with our phones, compared to 2 hours and 48 minutes flipping through channels.
Google announced in early May that there are now more searches on mobile devices than computers across 10 countries, including the U.S. and Japan.
A report by comScore and Millennial Media had similar findings – in the past year, the number of internet users grew by 4% to 201 million users. Mobile-only users grew 9x faster than this. Desktop-only users, however, actually went down by 45%.
In 2011, a ComScore study forecasted that mobile spend in the U.S. would reach $2.5 billion by 2014. 2014 came and went. How well did mobile live up to those expectations? By beating the original prediction by nearly 800%.
By the end of this year, mobile spending in the U.S. will reach nearly $29 billion. Worldwide, that figure is more than $68 billion.
And by the end of next year, mobile spending will be more than half of total digital spend worldwide.
The world is headed toward mobile domination. This doesn’t mean that other platforms will die – no need to say RIP to television or laptops anytime soon. But as a marketer, you need to start thinking about the brand experiences you’re creating for your increasingly mobile-philic users.
Is your site optimized for mobile? Is your content digestible on mobile? Does your advertising include a mobile strategy? Many brands would, unfortunately, answer no. They still haven’t fully realized the potential or need for mobile. In fact, advertisers spend $.17 on TV for every hour of U.S. adult consumption; they pour $.83 into each hour spent with print; but they only invest a measly $.07 on mobile.
It’s like marketers got hold of the perfect platform – a device people always keep at arm’s length – and then decided not to use it.
If you’re ready to learn about the world of mobile advertising, check out this three-part guide.
About the Author: Uyen Nguyen is content manager at Sprinklr. In her spare time, she likes to explore NYC with her stomach. You can find her @UyenniePooh.
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