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Mobile and Tablet Usage Rising-Is It Right For Your Mix?

There is no question that smartphones and tablets have not only revolutionized how we engage with each other both personally and in business, but both technologies continue to provide greater marketing opportunities for both B2B and B2C purposes. And everywhere you look, it seems that everyone has one, and for those that are has a lower adaptability rate, (for example, the Silent Generation), they too are gradually increasing in their consumption of the latest technology.

And for marketers, increased mobile and tablet usage means the ability to leverage various tactics and strategies in order to communicate and provide interactive opportunities with their company, from QR codes, push messaging, Mobile Apps, mobile and tablet friendly Websites, sharing abilities, interactive TV, mobile banner ad opportunities, location-based marketing and much more.

For the consumer, the immediate gratification of finding information or products they want is also a big plus, as they can quickly perform a Google Search or buy the item they just saw on TV or in a magazine in a matter of minutes. For the company that consumer is buying from, the ability to maximize on the consumer’s impulse and need for immediate information or for the product itself can be result in shorter buy cycles and quicker profit. And to top all this, the rising market penetration rates of both mobile devices and tablets have marketers looking at a way to start shifting part of their marketing mix over to this new communications platform.

To give you an idea of how entrenched mobile and tablet technology is here in the U.S., below is a quick snapshot of US smartphone users and penetration into the population from 2010 and projected into 2016. In 2010, smartphones were used by 20.2% of the population, where in 2013 it will have jumped to 48.9%. In 2016, it’s projected that nearly 60% will have a smartphone.

- 2010: 62.2 million (26.9% of mobile phone users / 20.2% of population)
- 2011: 93.1 million (39.2% / 29.7%)
- 2012: 115.8 million (47.7% / 36.6%)
- 2013: 137.5 million (55.5% / 43.1%)
- 2014: 157.7 million (62.5% / 48.9%)
- 2015: 176.3 million (68.8% / 54.2%)
- 2016:192.4 million (74.1% / 58.5%)

The following numbers reflect those of tablet users. By 2014, it’s predicted that over a quarter of the U.S. population will be using tablets. As tablet adoption increases, older devices will get replaced and eventually, will become more like smartphones, which typically have a single user and less sharing.

U.S. tablet users and penetration, 2010-2014:
- 2010: 13.0 million (4.2% of total population / 5.8% of internet users)
- 2011: 33.7 million (10.8% / 14.5%)
- 2012: 54.8 million (17.3% / 22.9%)
- 2013: 75.6 million (23.7% / 30.9%)
- 2014: 89.5 million (27.7% / 35.6%)

Another advantage of mobile and tablet marketing in a company’s mix is not only the benefits we spoke of above, but the ability to be truly integrated and interactive with other elements of your mix. Marketers can cross-pollinate what can be considered a traditional form of marketing with the newer forms like mobile marketing. By doing so, you can give a “facelift” to what some people might be considered “dead” forms of advertising, like print advertising.

For example, in Quarter 2/2012, the use of mobile action codes In the U.S. top print magazines rose 61% compared to the previous quarter. In comparison to last year, the print-to-mobile marketing strategy rose from 5% overall to 10% and continues to rise. Action codes in magazines right now are actually outpacing action codes in direct mail. Direct mail is typically receiving about 4.4% overall in a response rate while catalogs garner a 4.3% response rate; a direct mail letter receives an approximate 3.4%). But, with the implementation of mobile code actions, that response rate on direct mail rose from 4.5% to 5.9%.

It’s important to note something here…one of the best rules in marketing is this: don’t implement a marketing activity into your mix just because it’s the latest buzz trend. Rather, does a proper analysis of your target market, how they engage with your applicable medium and then see how the rubber will hit the road, if it does at all. The numbers we provided here are some high-level stats. There’s lots of ways to drill down and seek out further information about your target market on a much deeper level, and you should make every effort to do so. But, with some powerful data and the obvious impact both mobile and tablet technology has had and will continue to make on our society, it’s certainly something that can’t be ignored and should be considered!

In the end, what you choose in your marketing mix and what you decide to say and how you say it are all integral, critical parts in acting strategically with your message. Finding the ways to communicate your message is half the battle — figuring out what to say is the other side of it!

What’s your experience with mobile and tablet marketing? Restoration Contractors are you currently utilizing any mobile or tablet strategies? We’d love to hear your thoughts and/or experience!!

For more information about Business Development Associates, Inc., visit www.theBDAway.com.

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