Before I even get out of my bed, my phone is in my hand checking the weather, flipping through my Facebook and Instagram accounts then finally doing my morning emails. This all happens in the first 15 minutes of me waking up every morning. Once out of bed, I open my Pandora app to play music. Mobile devices have transformed the behavior of how people interact with technology.
With smartphone always at an arms reach, consumers are eager to invest in the latest technology on the market. Millions of consumer in 2013 upgraded their smartphones to 4G devices. “4G connectivity is improving both internet speeds and the overall usability for consumers, creating a more fertile ground for mobile content delivery and consumption to flourish” according to comScore. The convenience and constant accessibility to the Internet has turned smartphone into the best content channel for advertising.
According to comScore, people spend 85% of their time, 7 out of every 8 minutes while on their device using a mobile apps. Examine the chart from comScore to the right. Facebook is the number one app used in terms of average time spent on the app and average audience. Mobile advertising accounted for 53% of Facebook’s total ad revenue in 2013.
Facebook, Twitter and LinkedIn have demonstrated the power of using native advertising in order to increase advertising revenue. Business Insider defines native advertising in terms of social media platform as, “ads that are seamlessly integrated into a user’s feed and are nearly indistinguishable from organic content”. This seamless integration will not only function on mobile devices but also appear the same on a desktop computer. The social media networks use the following ad units that appear in consumers primary content stream.
- Facebook: sponsored stories
- Twitter: promoted tweets
- LinkedIn: sponsored updates
Social networks see more traffic and time spent coming from mobile devices compared to desktops. Smartphone and tablet are responsible for, “doubling the amount of time Americans spend online” according to comScore. This does not mean people are not using a desktop computer anymore but shows the shift to using multiple devices to accomplish different activities. For example I use my phone in the morning, my MacBook to complete my schoolwork and then switched to my tablet at night to stream TV shows. According to Millward Brown, 41% of people are using their devices simultaneously.
The simultaneous use of devices, has created an environment where devices have specialized needs. Mobile devices and tablet are used for entertainment and communication needs where the desktop computer is used for business needs. Its important that marketers understand the difference between what consumers search on their mobile devices and what consumer search on their desktop computers.
Mobile search is used when seeking location-relevant information. From getting driving directions or finding a restaurant or shop nearby, people are using mobile search for convenience. People are bypassing typing in search questions by using the voice-activated feature on their mobile phone. Desktop search involves wanting a higher level of information. Such as reviewing your bank statement or getting the news report. Consumers are spending more money on online purchases using their desktop computer, however mobile online retail spending did increase by 12%.
If your content is not optimized for a mobile device, chanced are you are going to have pretty annoyed viewers. According to Moz, there are two ways to optimize your content for a mobile device. Do you want your mobile sites content to be identical to your main website or different? If you want to have identical content, the best way is to create a responsive mobile website. Responsive web design will allow your site to look amazing on whatever device a customer is using.
Mobile advertising is the future of digital marketing. People are spending an increasing longer amount of time on their convent, hand held mobile device. In order to reach people, marketers must optimize their website for mobile and use native advertising to reach people on social media.