The mobile landscape (or seascape) is an ocean of opportunity. A mobile marketer can reach consumers anytime, anywhere, and through multiple different mobile venues. And the numbers don’t lie. Without further ado, here are 10 statistics every mobile marketer should consider when designing their next digital marketing campaign:
1. Within Reach
A Morgan Stanley study found that 91 percent of mobile users in the U.S. have their smartphone or tablet on hand or easily within reach at all times of the day. If direct mail and TV marketing didn’t seem outdated, they sure do now.
2. SMS Text Messages vs. Email
SMS text messages have a near 100 percent open rate as opposed to email messages, which often struggle to make it past spam filters. Mobile users receive a notification whenever a new message appears, and most texts are short enough to make it worth the read. Sending targeted and bulk SMS texts is much simpler than navigating the do’s and don’ts of email.
3. Browsing and Buying
According to a comScore study, about 80 percent of local searches made through mobile lead to purchases, many within the same day or even the same hour. Make sure your customers close by know you’re right next door.
4. No Waiting
Roughly 3 out of every 4 consumers will wait no longer than 5 seconds for a mobile page or app to load before leaving. Mobile is all about speed, the now, anywhere, and everywhere. Test the speed of your web pages, videos, apps, and other mobile content on a variety of mobile devices before sending them live. Keep your design simple, consistent, and user-friendly.
5. Location-Based Search
Nearly 70 percent of Google searches specify a location. And it makes sense. Why would a hungry customer in Charlotte want results for “Chinese take out” in Chicago? Even if your offerings are top-notch and your reviews 100 percent positive, your sales won’t grow if customers can’t find you. Make sure your address and phone number are current and consistent across all your mobile identities, e.g. Google, Facebook, Yelp, etc.
6. Mobile Coupons
With a redemption rate more than 10 times that of traditional mail-in or in-store coupons, mobile coupons should be in the arsenal of every mobile marketer. Who wants to clip coupons and fumble through their wallet or purse to find them? With mobile, all it takes is a QR code for consumers to snag great deals on your products or services (and come back for more).
7. Mobile Search
According to a Google study, 82 percent of mobile users rely on search engine results to make informed purchase decisions. This highlights the importance of having not only a strong mobile SEO presence, but also the time-tested value of interacting with consumers, providing top-notch service, and taking responsibility for errors. All it takes is one word from a satisfied (or dissatisfied) customer to encourage (or repel) your next sale and many thereafter.
8. The Power of Mobile Apps
An April 2014 study revealed that 86 percent of mobile users access content via apps. Having a mobile-friendly website alone just won’t cut it anymore. Brands who have an app available for consumers to download will have a competitive edge in the market. Apps are consumers’ gateway to sharing brand information, providing feedback, and interacting with a brand on a personal level.
9. Timing Your Messages
Roughly 65 percent of smartphone users check their devices within 15 minutes of waking up and turning in. Mobile marketers who deliver messages at these peak intervals may be able to better capture readers’ attention and raise top of mind awareness.
10. Mobile Usage vs. Desktop Usage
In November 2014, CNN reported that Americans used smartphones and tablets to browse the web more than desktop or laptop computers. The results were taken from a January 2014 poll and marked a changing of the guard in digital device usage. The sheer convenience and portability of mobile devices will continue to propel smartphones and tablets farther ahead of their larger, clunkier ancestors. In fact, experts predict that mobile devices will account for 87 percent of all Internet-compatible device sales in 2017. And while PC users are far from a dead market, the savvy mobile marketer understands that the mobile turf holds the greatest potential.