- 68% of 15-65-year-olds now have smart phones, with the whole population at 41%.
- This will increase to 65% by 2017!
- Add to this, the growth in the tablet market with 20% of Australians aged between 15 and 65 now own a tablet. That is 33% of all households having at least one member who owns one.
- There will be 7.1 billion mobile connected devices world wide by 2015.
For a marketer in our industry this is a new channel and medium and it is critical to understand how consumption differs and what opportunities exist. In this article I will cover off some of the key points around consumption and how we can tap into this gold mine of a channel that is always connected!
Recent studies showed that people spend 2 hours a day on their mobile devices, which is more time than they spend on most other mediums, including TV.
25 percent of people use mobile devices during their commute; 39 percent use them while watching TV; and a whopping 67 percent even use mobile devices in bed! (inmobi Mobile Media Consumption Report Q2 2012)
A snapshot of leading mobile users:
While the acceptance of mobile advertising is very strong, how does this translate to sales?
New figures from PayPal point to a steep upturn in mobile payment volumes, with Australians completing over 1,000 mobile transactions an hour via smartphones.
Another recent study finds that mobile ads now have the largest impact of all media channels on U.S. consumers’ purchase process, with 59 percent of consumers saying their purchases are influenced by mobile ads, followed by 57 percent influenced by TV ads. (inmobi Mobile Media Consumption Report Q2 2012)
So you get the fact that mobile marketing is an exciting space, moving at an incredible rate, but how does mobile translate into other marketing materials and works best as part of the overall marketing mix.
The overall mix can be accomplished through a mobile strategy for email, point of sale materials, direct mail, radio, TV or print and other online assets.
What are other organisations doing?
- Integration with POS. Enabling consumers to register for offers, coupons or contests while in-store through QR codes, SMS, apps, mobile web or Bluetooth. People often use their phone to occupy time while in line, so give them something to do that creates value for you both.
- Windows and other signage. Similar to the POS above, this can drive store traffic into your location via window shoppers or other prospects in the local area. Engage potential customers to influence their purchase decision.
- Direct Mail. Mobilising coupons; enable consumers to bring their offers on the road by utilising services such as Apple’s Passbook, facebook’s Offers, texting in, sending directly to the phone or though mobile web so they can self-select to add to their device.
- Adding Mobile to broadcast media. Using vanity URLs and dedicated campaign call centre numbers, SMS and social media links to radio, TV or outdoor media. Using specific keywords by campaign and campaign specific mobile URLs will help measure effectiveness and build a database through traditional media.