If you’ve visited a coffee shop lately, you’ve probably noticed mobile devices are taking over the world. Grabbing a cup of java, you see face after face glued to screens. From iPhones and iPads to Androids and Kindle Fire, people are connecting on more mobile devices in more ways to complete more tasks than ever before.
For businesses and nonprofit organizations, the mobile revolution cannot be ignored. Marketing is about bringing your message to the people. Since people are on mobile devices these days, that’s where your message should be.
Five mobile marketing stats every organization should know:
234 MILLION mobile phone users in the U.S.
This number represents 75% of the U.S. population. What does this tell us? That mobile devices are now a common part of our everyday lives. And as mobile market penetration increases, so will the number of tasks people accomplish via mobile devices. These days, mobile is about more than just making calls; it’s an all-purpose communication tool. More than 2/3 of time spent on mobile devices is now spent on activities that do not involve voice or text communication. For businesses and organizations, exploring new and creative ways to reach consumers through mobile is essential for success.
110 MILLION Americans own a smartphone
By the end of 2012, smartphone owners will be the mobile majority in the U.S. With smartphones, people are using apps, surfing the web, getting their news, connecting through social media, and reaching out to businesses and organizations. Essentially, all the tasks accomplished through other media – having conversations, watching videos, doing work, etc. – can now be accomplished with smartphones. Currently, 10% of all website traffic comes from mobile devices. Experts predict mobile Internet usage will eclipse desktop Internet use by 2014. That means your business has to take smartphone users into account with all your marketing efforts.
150 TIMES PER DAY people look at their phones
That’s an average of once every 6.5 minutes. Checking social media, looking for products, getting news – all these tasks can be accomplished in an instant on a mobile device. It all points to an increasingly mobile-reliant world. According to a Ragan.com infographic: “22% of adults would rather forgo brushing their teeth than give up their cell phone”. And “63% of smartphone users visit a social network before bed, and 73% sleep with their phone on their bed.” What does this mean for businesses? First and foremost, it means you need to optimize your web presence for mobile. A well-known mobile consultant reported that jeweler Tiffany & Co. optimized its mobile website and found jewelry sales on its mobile site grew by 125%.
98% OPEN RATE for text messages
While direct mail open rates, answers to home phone calls, and email open rates all have decreased in recent years, text message marketing provides an extremely high open rate. People open nearly every text message they receive. In comparison: 84% of Facebook news feed stories aren’t viewed, 71% of tweets get ignored, and 88% of emails go unopened. For organizations, if you can get consumers to opt in to receive text messages you have a huge advantage in terms of getting your message seen and heard. But once you have a text opt-in from a customer, you have to nurture it. That means sending messages that offer true value and – more importantly – not annoying people. Here are 11 text message marketing best practices to help you do just that.
29.5 MILLION people own tablets in the U.S.
Mobile is no longer just about cell phones and smartphones – it’s now about tablets too. Currently, 11% of the U.S. population are tablet users. By the end of 2012 that number is expected to soar. Tablet users tend to be older individuals with higher income levels. According to comScore: “Compared to smartphone owners, tablet users were 28 percent more likely to be in the 65 and older age segment, and 27 percent less likely to be age 18-24.” Another attribute of tablet users is their willingness to watch video. comScore notes tablet users are three times more likely than smartphones users to watch video. “Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9 percent of tablet users watching video content at least once a week, and 9.5 percent watching video nearly every day on their device.” If tablets users fall within your organization’s target demographic, work to engage these individuals by taking advantage of the tablet format – ideally through the use of video.
As the mobile continues to gain steam and become further ingrained in our everyday lives, make sure mobile is a key part of your organization’s marketing strategy. The medium will only grow increasing important moving into the future, so take action today to get ahead of the game. With a strategic, creative and well-executed mobile marketing plan, you can put your organization’s message in your customers’ hands.