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Mobile marketing trends

Nielsen US SmartphoneWith the massive increase of smartphone use and mobile internet application, you need to understand how the mobile landscape is evolving, the mobile marketing trends, and how this affects your target audience.

As with any online marketing program, it is predicted that mobile internet will surpass desktop internet by the year of 2014. People are spending more time on their mobile phones. U.S. consumers spend an average of 2.7 hours per day socializing on their mobile devices, with most (91%) utilizing mobile Internet, compared to 79% who use desktops. The new marketing strategies are inevitably moving towards the integration of terms like smartphones, SEO, mobile sites, geolocation and social media marketing.

To understand why 2013 is the year to add mobile to your marketing mix, here's the skinny. (For those of you who are paying attention, mobile is on my list of 2013 online marketing trends.)

Nielsen US Mobile
  1. 2012 - The year when mobile smart phones reached 50% of the market

    Smartphones were projected to reach a tipping point on the year 2012. Back in March, 2010, Nielsen projected that the U.S. cell phone smart phone market would finally reach 50% ofthe total handset market by Q3 of 2011.

    As it turns out, they were a little premature in their estimates - the majority of Americans still have feature phones (according to comScore's latest survey, which puts smart phones at 38%).

    However, with smartphone prices down, tier 2 carrier smart phone inclusion, and increased competition, we witnessed to pass that milestone in 2012. With almost half the population accessing the internet on their mobile devices - from social media to shopping sites and more - we can expect the marketing pendulum to begin the swing in favor of "mobile first, desktop second."

  2. Social sites and apps will continue to dominate mobile traffic

    Four out of five teens carry a wireless device, and the majority (57%) view their cell phone as the key to their social life. With mobile, it's more than just talk where smartphones are involved. All analytics and indicators show the strong dominance of social sites and social games. In particular, we expect more attention on Android and iPhone GEO Social apps with creative uses of targeting them.

  3. 250+ million Americans carry mobile phones

    Over 80% of the nation's population. With on-the-go mobile devices, how we consume content has changed. As a result, we now multitask, snack, and time-shift to get information.
Mobile marketing trends
  1. RIM losing market share

    Mobile marketing trends continue high growth trajectory. In aggregate, mobile advertising was projected to grow almost 50 percent to $1.1 billion in 2011.

    By 2012, an estimated 10 trillion text messages were sent and delivered globally. Those sure are some busy thumbs. Research in Motion, the manufacturer of Blackberry, is in serious trouble. With sales already on the decline and a series of network issues in the recent past, they continued to lose marketshare going into 2012, with the other 3 major players (Google, Apple, and Microsoft) benefiting. Marketers should keep focusing on optimizing their mobile presence for all handset types in the market with mobile web design best practices in mind.

  2. What's not in your wallet?

    For many American's, it's cash! Frugal is still the watchword. Therefore online and offline retailers must think "price conscious." There are 300M mobile subscribers in the US. Over 96% of the US population has at least one mobile device. 57% of mobile subscribers use text regularly, with total user base of text messaging users reaching 65% of subscribers. 27% of mobile subscribers use Internet on their phones regularly, with total user base reaching 35%.

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