The Smartphone has changed society and has become an “Always-on-you” device. Smartphones have passed the 50% mark in the U.S. and will continue to gain adoption and marketers should adapt and seize this opportunity.
Consumer Mobile Adoption Soars
Consumer adoption of smartphones and tablets is the baseline indication that Mobile is a huge part of consumer behavior. The world’s consumer behaviors have shifted as we wake up and look at our phones (sometimes before our spouses); we shop, eat, drive, work out and sleep with our phones. While this seems excessive, it is the truth. Forrester calls it the “always addressable customer” since mobile phones are typically within hands reach all day long.
Source: Millennial Media
Mobile Advertising Spend Still Lags
While consumers are accessible in most daily activities, agencies and companies are still behind the curve in terms of marketing spend. In 2012, it is reported that mobile search spends have nearly doubled year over year which shows signs of progress but the gaps are still wide.
Paid Search Mobile Click Trends
Over the last five quarters, eMarketer shows a strong trend of Paid Search click share for desktops decreasing. Smartphone and Tablet devices are gaining more traffic (impressions and clicks) as consumers gain comfort in searching via mobile devices.
Just being present in Paid Search on mobile and tablet devices is not enough. AdWeek wrote that 72% of Consumers Expect Brands to Have Mobile-Friendly Sites. But 96% have been to sites that weren’t mobile-ready. Companies must invest in mobile experiences and advertising as consumers demand it.
Are you ready for the year of mobile? Are your mobile budgets increasing compared to last year?
SEMPO Board Member