Many are calling mobile, “the new web.” By the end of this year, more consumers will be accessing the Internet through their mobile devices than through their PCs.
But that isn’t really big news when you look at younger consumers. You see, for the Millennial Generation (also called Gen Y) – consumers ages 12 to 32 – that shift has already happened; mobile is their preferred “screen.”
Then it all accelerated. Google threw down $12.5 billion in cash to purchase Motorola Mobility. Google, which runs the world’s most-visited website, most-used search engine, most-adopted mobile phone software platform and the fastest-growing social network now owns one of the biggest mobile phone hardware companies in the world.
Can you see what’s happening? Information, socialization, software and hardware are being tied together in a convenient bundle called mobile.
Additionally, consider this:
- Smartphone users spend more time on mobile apps than on mobile websites.
- Sales of mobile devices worldwide hit $428.7 million in the second quarter of this year, a 16.5% jump from a year ago.
- In the first quarter of 2011, smartphones accounted for half of all mobile device sales.
- In 2012, tablet users in the U.S. will double, growing to more than 54 million individuals.
- Smartphone penetration and usage by business-to-business consumers is near 100 percent.
We call mobile “the new frontier” not just because of the reasons above, but because it represents a fundamental shift in what consumers now want from brands: services, not just communications.
Mobile websites and apps are more than just marketing tools. Sure, they must “sell” but they also must provide valuable services that help consumers with their day-to-day lives and brand interactions:
- Location-based features such as store finders and maps
- Smart and real-time searches that integrate into your databases
- Entertaining video content
- Login access to their accounts and profiles
- Social networking aggregation and integration
- Immediate contact, scheduling and customer service
- And the list goes on…
Unlike laptops and even tablets, mobile phones are always with us, just a reach away in our pockets, purses and backpacks. Grab your smartphone and take a look at your brand – is it relevant in the palm of your hand?