As we look forward to 2013, marketers are coming to terms with how to connect with always-on consumers who have more ways than ever before to access content. The world of mass communications and marketing is giving way to one-on-one messaging which means big changes for enterprises. One traditional way to determine how to allocate marketing budgets and efforts, based on time spent per day, might be changing, too. All this will lead to more emphasis on mobile.
eMarketer analysts are urging marketers to consider making their mobile efforts their top priority for next year. This might go against the trend of traditional thinking. For example, since consumers spend 50% more time on desktop media, marketers would typically allocate 50% of their effort on desktop than on mobile. However, analysts say it’s the growth rate of use in various media that should rule the day.
Growth in average time spent by format this year breaks out as:
- Mobile 51.9%
- Online 3.6%
- TV 1.5%
- Radio ‑2.1%
- Print ‑13.6%
- Other ‑20%
For those who want specifics on time spent by format on a daily basis, online accounts for 173 minutes, mobile for 82 minutes, and print for 38 minutes.
If marketers need more convincing about why to put more funds into developing mobile apps, they need to look no further than the percentage of Internet traffic coming from various devices. About 71.5% of web traffic originates from desktop computers. Another 20.8% is traced to smartphones and 7.1% to tablets.
Consumers now expect to encounter mobile-friendly sites and apps as they engage with their favorite brands on the go. Marketers who ignore this fact do so at their own risk and stand to lose traffic and sales.[Sources: What ‘Fragmentation Means for Critical Mass’. Emarketer.com. 26 Nov. 2012. Web. 5 Dec. 2012; Making Mobile-First a Priority. Emarketer.com. 27 Nov. 2012. Web. 5 Dec. 2012]