Mobile Content Marketing
Mobile technology is seeing a rapid growth as communicate changes and gears more towards unprecedented mobility and social connectivity with others. 2013 is expected to be the year that mobile technologies see a return on investment. As marketers see these trends, they have focused on gearing resources into content marketing through mobile. How can you take advantage of these trends and hop on board?
It is estimated that by 2016, nearly 80% of the US population will be connected with mobile phones while half of the population is estimated to have tablet accessibility at their fingertips. Currently over a fifth of blogs are visited from a mobile phone or tablet.
Opportunities are opening up for site designs to become optimized and enhanced for mobile clicking. The percentage of email subscribers who opened a page by a mobile device is almost equivalent to those that used a desktop PC. The percentage of subscribers who click on the line by their device is a third of mobile users.
How Consumers Use Mobile Devices
A listing of activities consumers are using mobile devices to perform. Overall mobile usage is the more prevalent in the morning and evening while desktops are mostly used in the morning hours and peaks at 10:00am.
• 90% send SMS or text messages.
• 88% access web browsers.
• 84% access their emails.
• 72% access maps and use their devices while traveling.
• 72% use their devices for playing games.
• 64% use their mobile devices while in a restaurant.
• 63% access their devices while in a store.
• 56% preform product research.
• 52% watch videos.
Mobile devices are becoming a prevailing choice to access email messages. 38% of users glanced at their email while 21% skimmed. 41% of users read their messages. A larger majority read their messages on desktop, however have a smaller percentage of glancing and skimming their messages. This illustrates the difference in time desktop openers spent dwelling over their messages compared to the need for more mobile friendly formats.
Between 2010 and 2012, the open rates of emails increased by 300%. Mobile email is also founded to create twice as many conversations than social activities or web search.
Mobile Does Not Mean “On the Go”
Statistics have shown that on the go use of mobile devices are not as large as expected. The majority of use with mobile devices occurs at home. Second on the list is access while on the job. Less than a quarter of individuals in the US and an even smaller percentage worldwide access their mobile device while on the go.
For those who love to shop mobile, emails lead to higher order rates by mobile device. The typical dollar value spent by device is outlined below.
Mobile Phone - $97.39
Table – $96.11
Desktop - $91.86
Mobile Marketing by Text
Of those ages 18 to 29, 97% are text messaging. Marketers tend to send messages based on convenience not the consumers average usage patterns. Although mobile usage rises over the weekend the majority of messages sent to users occur during the weekday. Majority of the messages sent are in bulk between 1 and 2pm instead of individually to the consumer.
The best time to send SMS messages are in the evenings since consumers are more likely to read them. Agencies are responsible for sending the most SMS messages overall accounting for 31.2% of the industry. However, the travel and hospitality sectors are among the highest in consumption rate on mobile devices.