I couldn’t help being amused by some of diners sitting in a beachside restaurant in Barbados last week. We had the most glorious view of the setting sun across the Caribbean Sea as the waves lapped gently on beach – and yet my fellow diners had their eyes and thumbs locked to their mobile phones.
A quick look around any public space suggests that people spend an awful lot of time on mobile devices. In fact, the average American spends almost 3 hours a day. Kathy Bryan, in a post on the Sparkroom Blog, writes:
There are 220 million smartphone users and 160 million app users in the U.S. Surprisingly, as much of 86 percent of time on mobile devices is spent using apps. In twelve months from March 2013 to March 2014, time spent on mobile devices was up 4 minutes while time spent on apps was up 12 minutes – three times more. For that reason, in January of 2014, mobile application usage passed desktop internet usage for the very first time.
What do marketers need to do about this? Kathy suggests the following steps:
- Define your target audience accurately to understand the traits, media consumption patterns, device usage, geography and everything else you can learn about them.
- Build a diverse multi-channel, multi-device media plan that can reach and engage your audience throughout their journey across devices. Provide a consistent, relevant and personalized message that translates into a positive and convenient user experience.
- Track and measure everything – including every interaction within each channel and each stage.
- Analyze the data and adjust your plans accordingly to hit your target goals.
Read more at: App Usage is Growing Faster than Mobile – Sparkroom.