strong>ADOTAS – There is a lingering perception that mobile devices are transitional devices meant to keep us online and connected in between times when we have desktop access, but new survey data shows that is no longer true for many users. So, it is important to recognize how mobile usage is changing, especially across different age groups, when considering how to reach these users with marketing campaigns.
A recent Vuclip survey asked questions of more than 120,000 respondents worldwide and delivered some interesting findings for marketers.
Some of the interesting data includes:
- When considering an important purchase, 62 percent of respondents immediately look up information on their mobile devices, with only 10 percent waiting until they are back at a computer to do research.
- Respondents who were 18 and under answered that same question very differently, with 82 percent of them immediately consulting their mobile device.
- If you remove the 18-and-under number from the average, the average of respondents 19 and older who immediately look up pre-purchase information drops to 54 percent – which is an interesting majority.
This trend isn’t surprising, considering the new generation is entirely comprised of mobile natives who have grown up interacting with a mobile device, as opposed to the older generations of mobile immigrants who have learned to incorporate mobile as an on-the-go extension of their traditional way of doing things.
For the 18 and under crowd, every statistic about mobile devices is ratcheted much higher than every other demographic. 80 percent don’t get criticized for using their mobile phone around their friends, because their friends are using theirs, too. The mobile device is considered a status symbol for the younger crowd, as 78 percent have been ashamed to let people see their phone because it is too old, with another six percent ashamed for owning devices that aren’t considered cool. 82 percent said the first thing people notice about them is the type of phone they have.
While some of those statistics might sound troubling to mobile marketing newbies, they all reinforce how a mobile device is the central hub for a younger generation, which means a marketing campaign focused primarily on desktop users alienates mobile natives.
Another interesting finding, in a report from the GSMA and AT Kearney on the “State of the Mobile Economy 2013,” is that video is the key driver of data consumption growth for the industry, and that video data traffic will grow at 75 percent (compounded annual growth rate) between 2012 and 2017, ranking it higher than every other mobile application except texting.
Taken together, online marketers have pretty clear marching orders that campaigns must be mobile, and there is a growing affinity for mobile video content.
So, what can you do to effectively deliver mobile video content? Here are some tips:
- Create ad units that reduce the friction between users and content. Find innovative ways to engage users with your content, rather than just posting ads on the side of the screen for them to click
- Target mobile video channels. If your ad is for women, find a channel that delivers content for that specific audience
- Synchronize your mobile campaign with your TV commercials. Whether you launch a TV campaign on mobile first, or deliver your TV content on your mobile device, incorporate mobile into your plans to unify your brand awareness.
Mobile is no longer an optional part of an advertising campaign. It is becoming the main channel through which many users are going to interact with your content. The sooner you build mobile and video into your digital arsenal, the better off you’ll be in the long run.