Written by Sean Baker, Provoke Insights
Mobile marketing is one of the fasting growing areas in marketing. Approximately 99% of Americans own a cell phone, with roughly 64% of those devices being a smart phone1. Additionally, around 20% of Americans own a tablet1. And users aren’t just utilizing their devices to make calls and surf the web, as smart phones and tablets are allowing consumers to get their news, follow political campaigns and elections, and most importantly for marketers, shop and make purchases.
At the end of 2012, about 11% of retail spending was done via a mobile device2. By the end of 2013, that figure had more than doubled, as mobile spending accounted for 25% of all retail purchases2. But the importance of mobile for retailers is even more significant, because even when customers don’t buy something directly from their mobile device, they’re interacting with company websites and apps. This in turn helps shape their image and perception of that particular brand, and more than 75% of mobile interactions lead directly to an in-store purchase2. With figures like this, it’s evident that brands should utilize smart phones and tablets to not only drive sales, but also interact with the consumer and help foster strong brand identities.
Smart-phones and tablets are becoming an increasingly larger part of American life, especially for the younger generations. Currently, roughly 23% of our free time is being spent on a mobile device. Because of the wide array of media channels available today (i.e. Netflix, Amazon Prime, Hulu Plus, YouTube ect.) in addition to storage devices like TiVo and DVR, Americans can squeeze 12 hours of media into a 9 hour day1. Many mobile users are able to utilize of these streaming services directly from their smart-phones and tablets, making mobile marketing even more important. Furthermore, of those mobile users who are watching TV at home, around 86% of them are surfing the web while watching TV3. This gives brands and advertiser a unique opportunity to simultaneously target their audience through TV and mobile. Since the proliferation of mobile users show no signs of slowing down, it essential that marketers and advertisers take advantage of the unique opportunities that mobile marketing provides.
3- Arbitron, Omniture, and Comscore