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.
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.
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.