1/3 of time on the Web in the United States is spent on mobile devices.
Nearly $1 out of every $10 discretionary dollars are being spent online via mobile devices, according to Comscore & The US Department of Commerce, which equates to a 4x increase in the last 2-years (coincides with a spike of tablet ownership).
The secret is out, marketing communications folks… people love their mobile devices and they’ll use them to watch stuff, spend time online, and buy things. But how they use their different types of mobile devices is set to play havoc with mobile marketing campaigns.
According to a very insightful discussion that I attended by Comscore’s Mark Donovan (@joygantic) at last week’s Consumer Electronics Show (CES), it is not enough for marketing communications pros to merely know that B2C/B consumers are tethered to their mobile devices and that a huge engagement opportunity exists. Marketing communications pros must also understand the type of mobile device their consumers are using to devour information.
With today’s evolving consumption habits, marketing communications pros cannot just think “mobile”. They must understand the differences in how their targeted audience(s) use tablets (and even different sizes of tablet) vs. smart phones and adjust their campaigns appropriately.
Consider the following…
- According to Flurry Analytics, smartphone users use more apps each week than tablet users but tablet users spend more time per app engagement.
- Search is the top category for tablet usage. The bigger screen is the big difference here.
- Smartphone usage is evenly distributed throughout the day. Table usage spikes during key “down time hours” in the evening when consumers are home and are likely using their tablet as a diversion during commercial breaks, according to beta data from Comscore multi-platform metrics and information from Flurry Analytics.
A comprehensive mobile campaign must take search, apps, and device category usage into consideration.
Companies like Google are now selling marketers and advertisers ads that will be displayed on smartphones during some points of the days and on tablets during other times. Content and site optimization remains very important due to 33% of time spent on the Web occurring via mobile devices. And a mix of apps and mobile-optimized Web content is key, thanks to differing smartphone and tablet usage habits.
With more and more metrics available about tablet (and soon, 7″ vs. 10″ tablets) vs. smartphone usage, there cannot be a one-size–fits all approach to mobile marketing.
4″, 7″, 10″ screens…. size matters when it comes to mobile marketing campaigns!