We all know mobile is the space to watch for 2014, but just what are the stats on this fast paced growth sector? I’ve put together my top 7 statistics for mobile marketing in 2014 and just what this means for your word of mouth marketing strategy.
STAT #1: Consumers spend more than half of their Internet time on mobile devices (The Mobile Media Consumption Report; InMobi, 2014)
WOM INSIGHT: This one speaks for its-self. You gotta go where the people are and guess what? They’re all on mobile. From a WOM perspective, are you ensuring you offer opportunities for people to spread the word via their mobile devices as-well as desktop? In-fact over the last year at Contagious we’ve noticed that approximately 70% of the influencers we work with have migrated over to mobile when recommending brands & products to their friends.
STAT #2: Youtube & Facebook account for nearly a third of all mobile traffic. (Sandvine)
WOM INSIGHT: Consider how you can create shareable content that will be viewed on mobile devices? If people want youtube & facebook content on mobile, then give the people what they want. We often work with our influencers to create Facebook & Youtube-friendly UGC content that they can share out to their tribes from the comfort of their mobile device.
STAT #3: Mobile coupon redemption is on the rise (eMarketer)
WOM INSIGHT: eMarketer have reported that the number of smartphone coupon users rose by 66% in 2012 and continues to rise each year. Think about it. Offers on-the-go make so much more sense. No need to keep a tangible voucher safe – everything you need is safely secured on your handset. And where you go, your handset goes with you right? Consider how you can offer your most influential advocates mobile coupons to share with their networks to create a groundswell of word of mouth.
STAT #4: Search is the most common starting point for mobile research (Google)
WOM INSIGHT: Have you thought about which channels are the most effective when it comes to creating a mass of recommendations online? According to Google’s path to purchase research, consumers now heavily rely on mobile when purchasing products, therefore it’s important to incorporate mobile recommendations into your WOM strategy.
STAT #5: 89% of mobile media time is spent on mobile apps (not mobile sites) (Nielson)
WOM INSIGHT: It’s important to consider the popularity of mobile apps rather than focusing solely on your mobile site. How could you develop a branded mobile app that plays a part in your WOM strategy? In what way can you incentivize people for sharing via a mobile app?
STAT #6: Mobile web users are mainly engaged in social activities (social networking, text messaging) while watching TV (The Mobile Media Consumption Report; InMobi, 2014)
WOM INSIGHT: Interestingly, when you dive deeper into the multi-screening trend, mobile usage is led by social activities. This presents a clear opportunity to stimulate word of mouth recommendations via social networks.
STAT #7: Mobile useage has shifted from early adopters to mainstream consumers. (The Mobile Media Consumption Report; InMobi, 2014)
WOM INSIGHT: In their recent research study, Inmobi found a shift from early adopter usage of mobile to mainstream consumer usage. Where mobile was once reserved for influencers only, there now exists an opportunity to engage everyday consumer advocates to spread the word about your brand in the mobile format. The question is, are you making it easy for your advocates to recommend you on mobile?