Mobile usage has been increasing exponentially for years now, and as smartphones and tablets continue to expand in numbers, consumers are shifting their expectations, and wise businesses are adapting to meet them.
Perhaps no market is more invested in their mobile devices than college students. In a world of social media, augmented reality, and proximity marketing, students aren’t just using their phones more often—they are looking towards their devices as a platform equipped for innovation. And more importantly, they are turning away from businesses still stuck in a desktop state of mind, as evidenced by a recent Latitude study that reports that 61% of people have a better opinion of brands when they offer a good mobile experience.
If it’s true that the medium is the message, one could argue that embracing the mobile medium signifies a business’s commitment to customer service. It’s not enough anymore for business owners to link a company website or social media page with traditional media (especially if one’s website isn’t mobile-friendly). Today’s mobile users are looking towards their devices as one-stop shops, with entertainment value equaling the value of accessing pure information. In fact, digitalbuzz reports that 80% of time on mobile devices is spent on apps. When marketers can employ third-party apps such as augmented reality to promote their message, they are simultaneously expanding the reach of their message while transforming a growing trend into a marketing strength.
Here are some 2013 mobile statistics according to marketingland.com:
- According to the IAB, the first half of 2013 saw US advertisers spend $3 billion on mobile advertising, up from $1.2 billion just one year earlier. For the year ahead, US mobile ad spending is projected to hit $11.8 billion in 2014.
- Close to 50% of worldwide Internet consumers are using mobile devices as their primary mechanism for surfing the Web.
- Sales from mobile commerce alone will reach $41.68 billion this year By 2017, retail sales made on mobile devices will climb to well over $100 billion.
- In 2013, retail purchases conducted on smartphones will net a total-sales revenue of $14.59 billion. By 2017, this figure will more than double to $30.66 billion.
- In 2013, revenue attributable to mobile apps will total $26 billion, up nearly 70% from $18 billion in 2012.