After years of preaching the benefits of mobile and the use of mobile as a leading part of the strategic integrated marketing budget for retail and industry alike, we have reached a point where only one question can be asked. Why don’t you use mobile now?
Central to the answer to this question is the importance of mobile in the world we live in today, as consumers, not as integrated marketing pros. Our mobile capability is huge. It has become an appendage, not a tool. It is within five feet of us 24/7. We use it to be better informed…to communicate with others…to make our opinions heard throughout the world. It is our engagement tool. Can you remember a time when we didn’t have it with us? Why don’t you use mobile now?
Mobile usage has grown sharply this past year. In the U.S., we have gone from 11% of web usage via mobile last year to 19% this year (May ‘13 vs May ‘14). In Europe, mobile growth as part of web usage has grown from 8% to 16%; in South America, 6% to 17%; in Asia, 23% to 35%; in Africa, 18% to 38%; in Oceania, 12% to 17%. Thus globally, we have gone from 14% last year to 25% this year. That is monumental growth in a single year. Why don’t you use mobile now?
In the 80’s, I gave a clarion call that ‘Nobody Reads The Newspaper Anymore’. People at that time didn’t read it any more because there was too much available for their news and information, such as television. Yet brands used print as the dominating portion of their budget while people were watching television. Today, while only 5% of the people’s time is spent on newspaper, we devote 19% of our budgets to this archaic form of communication. While we spend 12% of our time listening to radio, we only invest 10% of our budgets to this medium. We spend 38% of our time watching television and finally, the majority of brands recognize this but place a whopping 45% of the budgets behind this medium. Alright already! Enough with Legacy Media. It’s like Latin. It’s a dead language. We need to speak in today’s languages throughout the world. Why don’t you use mobile now?
But when it comes to New Media, while 25% of our time is spent on the internet, we only invest 22% of our budget to it. And, while we spend 20% of our time on mobile, we only deliver 4% of our budgets to this platform. Why don’t you use mobile now?
This is not a matter of one person giving an opinion. This is the world as it is working today. In the U.S., we spend 147 minutes watching television daily. We spend 103 minutes on our laptop &/or PC daily. And, we spend 151 minutes on our smartphone daily and 43 minutes on our tablet daily. Why don’t you use mobile now?
In Mexico, people spend 93 minutes watching television daily; 103 minutes on laptop &/or PC daily; 163 minutes on smartphones daily and 32 minutes on tablets daily. In Spain, 124 minutes are spent watching television daily; 97 minutes are on a laptop &/or PC daily; 122 minutes are spent on smartphones daily while 53 minutes are spent on a tablet daily. In South Africa, 115 minutes are spent watching television daily; 126 minutes are spent on a laptop &/or PC daily; 127 minutes are spent daily on smartphones while 63 minutes are spent on a tablet daily. In Australia, 125 are spent watching television daily; 102 minutes are spent on a laptop &/or PC daily; 132 are spent on smartphones daily while 37 minutes are spent on a tablet daily. In Japan, 125 minutes are spent watching television daily; 68 minutes are spent on a laptop &/or PC daily; 135 minutes are spent on smartphones daily while 15 minutes are spent on a tablet daily. You get the picture. In most nations throughout the world, people watch television, but the majority of time is with mobile. Why don’t we use mobile now?
We are trapped in tradition in marketing where legacy media has a hold on our thinking that does not match what people are doing.
With more and more people using their smartphones to go online, to look at their social media, checking out the latest commerce video and read their email and yes, actually making a call, it is an absolute that your integrated marketing core must be mobile centric. It must be mobile friendly.
Mobile today in the world of integrated marketing, is absolutely important. It is the most important aspect of your marketing strategy this year. That is why we say, MOBILENow!
Credit where credit is due: Mary Meeker Internet Trends report at Re/Code’s Code Conference 052814. United Nations/International Telecommunications Union, US Census Bureau, Euromonitor International, StatCourier 05/14, Advertising spend based on IAB data for full year 2013. Print includes newspaper and magazine. Time spent share data based on EMarketer 07/13 (adjusted to exclude outdoors/classified media spend). Milward Brown AdReaction 2014. Note: Survey asked respondents “Roughly how long did you spend yesterday watching television (not online) / using the internet on a laptop or PC / on a smartphone or tablet?”. Survey respondents were age 16-44 across 30 countries who owned or had access to a TV and a smartphone and/or tablet. The population of the 30 countries surveyed in the study collectively represent 70% of the world population. From an article by Joshua Brustein, BloombergBusinessWeek 052814. Photo credit: petapixel.com