As my readers know, I share information based on studies. And when I do share an opinion, I back it up with quantifiable information. The information I am sharing tonight came from studies performed by BIA/Kelsey and ConStat. They report that heavy mobile internet users (classified as using the mobile web 10 or more times per week) make up 21 percent of all U.S. internet users. This is up from just 15 percent one year ago. Additionally, the overall average number of monthly mobile web visits is more than double that of one year ago and almost three times that of two years ago.
These numbers show amazing growth in an area where growth has been speculated, promised, and challenged by different commentators. Companies and consumer brands were thinking building a mobile-specific website and driving M-Commerce was unnecessary two years ago. The majority are singing a much different tune right now; what do you think they will be saying two years from now? This a repetitive path almost always seen in business: the technology emerges, fads and bugs are worked out, big box stores and international brands begin adoption, regional brands follow suit, and finally the local business is “caught off guard” and tries to play catch up. What I know is that many local businesses are acknowledging mobile web, at least the ones I talk with are because I bring it up. So, they are not caught off guard nor can they claim to be. What they have to admit is they don’t have the guts to do what their supposedly hated competitor is not doing…you know, safety in numbers. Most do not have the courage to admit that and those who do often realize they are being silly and take the steps they should be taking, resulting in them being the local business leaders. And this is not exclusive to marketing, but is relative to any big business decision. And being a small business owner, I understand how they feel. As embarrassing as it may be to admit, it can be scary to invest in something that all of the businesses similar to yours are not doing. However, we have the track record, through our client list and successes, to prove that we know what we’re talking about.
Additionally reported is that heavy users of text messaging is also up over the past year. Nearly one-half of mobile users text more than 10 times weekly, according to BIA/Kelsey and ConStat. As I have preached, the report shows that users have become more active over many mobile activies…text, web, video, and purchasing. In closing, consider this quote from Rick Ducey, chief strategy officer at BIA/Kelsey: “Between waves one and three of Mobile Market View, consumers have basically doubled their use of the mobile platform for non-voice communications. This represents a fundamental and rapid shift in media use, which needs to be considered in determining the appropriate mix and spending levels among local platforms. Media companies that do not currently offer a differentiated mobile advertising option had better get there quickly.”
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