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New data impresses upon us all that ignoring mobile marketing will lead to failure

Why is mobile marketing so important for businesses? 68% of Americans now own smartphones and if you’re not reaching them you’re missing a huge opportunity.

iphone social media texting teen

Most young adults own smart phones, not computers

The digital marketplace has changed considerably over the last 5 years with mobile device usage growing exponentially, with 68% of Americans owning a smartphone. When this data is examined more closely one sees that the 18-29 year old age-bracket has had the most marked increase in smartphone ownership, growing from around 50% to nearly two-thirds in 2015.

This change necessitates companies examine their mobile sales and marketing initiatives and campaigns, paying particular attention to younger consumers, as the likelihood a twenty-something owns a smartphone surpasses that of owning a computer.

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Smart phones are becoming the all-in-one

Since 2010 the growth of the smartphone market has grown considerably, according to new research by the Pew Research Center. The young adult population went from 52% ownership to 86% ownership in 2015. This rate continues to grow as the availability and affordability of smartphones increases. Examining the research further reveals a whopping 93% of younger smartphone users take out their phones in order to avoid boredom, with 97% utilizing the internet on their phones during the study period.

These numbers point to the importance of a mobile friendly, responsive interface and easily consumable content. Additionally, the study reveals other more specific technologies such as ereaders, game consoles, and MP3 player ownership by the under-30 crowd has decreased in the last 5 years, pointing to smartphones as this generation’s all-in-one solution for information and digital entertainment.

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Laptop and desktop ownership rapidly declining

Over the past few years, many companies have understood the need for better mobile sites, predicting their consumers may view a website or email on the go, and adapted accordingly. While a mobile-friendly site is important, businesses may not have predicted the need for a fully functional mobile site that would need to act as a replacement for a traditional website, viewed on a desktop or laptop.

While smartphone numbers are on the steady incline, laptop/desktop ownership numbers are on an opposite path. In 2012 89% of 18-29 year olds owned a laptop or desktop but the number declined to 78% in 2015. This highlights the need for digital marketing and sales strategies to account specifically for a mobile online presence.

Don’t forget about tablets

To add to the argument for mobile, the research shows tablet ownership has increased 45% in 5 years, making it another consideration when crafting website content, calls to action, and influencing sales, ensuring mobile ease and accessibility.

#MobileMarketing

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Written By

Megan Noel, a veteran ex-educator with a PhD in Early Childhood Education, enjoys researching life through the eyes of her two young children, while writing about her family’s adventures on IndywithKids.com. With a nearly a decade in small business and marketing, this freelance writer spends most evenings pouring over new ideas and writing articles, while indulging in good food and better wine.

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