It took 15 years for the world to reach 700 million smartphone users by 2011, but by the end of 2012, there were 1 billion. A technology that was initially slow to catch on has exploded, and it is predicted that it will continue to explode, adding another billion users by 2015 according to a study by Strategy Analytics. It is for this reason that businesses of all size and industry are rushing to formulate a marketing strategy targeting smartphone users. It’s unavoidable. The 1 billion smartphone users in 2012 should be reason enough, but here are a few more.
88% of People Check Their Emails Daily on a Mobile Device
You already know 88% is huge, but there’s another related stat that should make you think hard: according to a report by E-Dialog, 63% of Americans either close or delete emails not optimized for mobile. Think about it: if 88% of people are checking their email on a mobile device and 63% are deleting those emails because of poor optimization, then this means a) that you need an email marketing campaign targeting mobile users directly, and b) that you need to consider the emails you send very carefully. For example:
- Do they appear clean and easy to read on mobile devices?
- Do the images appear correctly?
- Does the text break where it’s supposed to?
- Are you forcing smartphone users to shrink or expand their screen to view your email?
If a majority of your marketing and customer communication emails are read on mobile devices, the way those emails are laid out should be something you’re giving special attention.
Mobile Users Are 6% to 8% More Likely to Click on A PPC Ad That Contains a Phone Number
According to a study by xAd, a phone number in a PPC ad is the key to getting mobile clicks. The way mobile users peruse the Internet and react to marketing material is different than non-mobile laptop and desktop users. Mobile users, for obvious reasons, are more inclined to call as opposed to browsing your website and filling out forms, so the easier you make it for them to reach you—tapping “call” on their smartphone, for example—the better your conversion rate will be. Your marketing strategy should keep this in mind as it considers what targeting smartphone users actually means.
Mobile Page Views Doubled from 2011 to 2012
While smartphones accounted for 9% of total Internet page views in 2012, that number is double what it was in 2012 and is expected to grow even more in 2013. Is your website a responsive site for mobile users? How can you make it easier for users to find what they’re looking for when visiting your website on their smartphone?
If you’re smart, the 1 billion smartphone users in 2012 are enough to assure you that your business needs a mobile marketing strategy. If you’re ready to dive in, download this free white paper to learn more, Marketing to Smartphone Users: New Mobile Strategies for Driving Sales Calls.