Are you mobile products as sophisticated as your website? Answer honestly. If not, you better make improvements — and fast. Smartphone and tablet usage in the US is soaring and marketers need to be ready with mobile apps and responsive websites.
The latest figures show 74% of U.S. mobile phone users now own smartphones, up from 58% in 2012, according to research firm Frank N. Magid Associates.
Tablet penetration is climbing quickly too. Among mobile consumers, 52% now own tablets, up from 33% last year.
In 2014, Magid estimates mobile phone penetration will reach 80% and tablets ownership will jump to 64%.
So what can marketers do to keep up? Here are a few tips:
- Be sure your website is responsive for mobile devices
- Use a filter tool to make your current website responsive
- Create a mobile app for your business or organization
- Develop content specifically for mobile platforms, such as video marketing
- Devote resources to growing social media presence
- Develop mobile marketing products, such as text advertising and social media marketing
Understanding how your audience is using mobile platforms is key. Young adults, as expected, favor smartphones and tablets over desktop computers and traditional media. Among adults 18 to 34 years old, 89% use smartphones and 63% own tablets.
There are opportunities with multicultural marketing as well. Hispanic mobile users are leaders in mobile consumption, with 87% owning smartphones and 60% owning tablets.