The Future of Mobile Marketing

BY Rachel Cagle
Featured image for “The Future of Mobile Marketing”

Are your clients heavily invested in internet-​based advertising? If so, they have definitely made all of their ads mobile compatible, right? … right? If their ads are not mobile compatible, they are missing out on a huge portion of their target audience, especially if that audience is under the age of 30. Mobile marketing needs to be taken into consideration from here on out.

According to Pew Research Center, 81% of Americans own smartphones. Of those smartphone owners, 37% say that their phones are the primary way they access the internet. That may not seem like a whole lot, but remember, that is America as a whole. When divided into age groups, 47% of 30- to 49-​year-​olds access the internet primarily through their phones and 58% of consumers ages 18 to 29 do the same. This is what makes mobile marketing so critical in this day and age.

Mobile Marketing

Smartphones vs. Other Devices

In fact, accessing the internet via smartphone is becoming so popular that 45% of the 27% of Americans who do not have home broadband subscriptions say that their decision against home broadband was based on the fact that their phones handle all of their internet browsing needs. Their choice on the matter is not likely to change either. 80% of non-​broadband users are not interested in changing their internet usage habits.

Only 30% of consumers access the internet primarily through laptops, desktops or tablets anymore. Additionally, 25% of smartphone owners say they use their phones, laptops, desktops and/​or tablets equally. 

Smartphone Usage

According to AudienceSCAN, Smartphone Users use their mobile devices for many things, from watching videos to purchasing products to visiting retail websites. They are also receptive to digital advertisements, including social, search, email and internet banner ads. Mobile Commerce Shoppers are also 42% more likely than other American adults to find advertisements on their mobile apps useful. If consumers are accessing all these different advertisements on their mobile devices, your clients must be sure their ads are compatible. And that they are utilizing mobile marketing.

Who are Android Smartphone and iPhone Users, M‑Commerce Shoppers, and Smartphone Users? What are they planning on purchasing this year and which digital advertisements appeal to them the most? The answers can be found on their audience profiles in AudienceSCAN on AdMall by SalesFuel.