Our cellphones, ourselves
Mobile device usage and ownership has taken a sharp incline in the past years, turning from simply mechanisms to make phone calls to devices that can access and control all major components of life.
Email, banking, social media, presentations, and purchases are just a few of the many things smartphones are presently being used for, causing the need for computer access to become obsolete. It’s clear the mobile vs. desktop technology debate has surpassed its tipping point.
Steady, exponential rise of mobile
With smartphone ownership reaching 68% of Americans, and more notably 86% of 18-29 year olds in 2015, it’s no surprise that mobile marketing is one of the hottest trends of 2016. According to eMarketer’s report, 2014 marked the first time in history that smartphone users utilized their phones more than a desktop/laptop computer.
Not only is desktop computer usage down, but overall ownership is on the decline. eMarketer forecasts that mobile device usage will continue to climb and by 2017 adults will use their smartphones an hour a day more than their PC.
We use it for just about everything
Additionally, Q3 reports from major social media platforms showed a marked increase in mobile access. Over half of LinkedIn traffic (55%) was mobile, while Google reported more than half of its searches, in at least 10 countries, derived from a mobile device.
Business professionals’ access and mobile usage has changed, as well, with the increase of Bring Your Own Device (BYOD) policies, and/or company purchased devices. These practices encourage employees to take their work on the go, further increasing the mobile audience. A McKinsey & Company report found that 71% of employees are using personal mobile smartphones and tablets to conduct business tasks, with 36% reporting in a Gallup poll that they regularly check business emails outside of normal office hours.
Employee mobile device usage range from simple emails and web searches, to content creation, presentations, accessing business documents, data analysis, training, and data sharing.
It’s only getting bigger from here
This information is particularly important for B2B advertisers, as mobile marketing will need to take precedent in this changing marketplace. As of a May 2015 report, only 65% of marketers worldwide were utilizing a mobile website or app in their marketing strategies, and mobile advertising was reported at 40%. Marketers must keep in mind the landscape for business is changing, and rapidly, and look to alternative, digital and mobile options when planning campaigns.