With Mobile, Are You In or Out?

Companies and brands need to be mindful of servicing consumers through their mobile devices.  It just makes sense as 5.1 billion people on Planet Earth own a cell phone according to Jason Wells of ViralBlog.  That is an enormous opportunity for marketers to reach their intended target market because there is a 72.8% chance that your particular target audience owns a cell phone.  The market potential is there as long as the willingness to take advantage of that potential is there as well.  The growth potential is clearly identified with some of the graphics here and here.  Wells has some other good statistics that should convince marketers to get mobile right away.  See the comprehensive list below.

  • It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)
  • Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)
  • 91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)
  • 44% of Facebook’s 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012)
  • Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)
  • It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
  • 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
  • 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
  • 61% of local searches on a mobile phone result in a phone call. (Google, 2012) 52% of all mobile ads result in a phone call. (xAd, 2012)

These statistics should get marketers excited about the possibilities to reach their audience, engage with them on a two-way basis and guide them to making purchases before the competition gets wind of what’s going on.  Wells has some interesting things to say in this blog post but the most profound is that he mentions that resources should be substantial to reach consumers in a highly-targeted, highly-responsive manner.  Consumers are demanding that brand extend their figurative hands to them wherever they happen to be.  Wells’ point is highly valid, are you in or are you out?  If you’re in, dive head first like you’re swimming for gold at the Olympics.  But if you’re out, the race will be over before you get off the starting block.

What’s your thought?  Leave me a comment below.

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