Atop my list of mobile best practices is the need to stay current on consumer behavior and interests. This summer has brought fresh data that has ramifications for all of us conceiving and executing mobile programs.
Let’s take several of them one by one:
Stats: The average Android consumer in the U.S. spends 56 minutes per day actively interacting with the web and apps on his or her phone. Of that time, two-thirds is spent on mobile apps while one-third is spent on the mobile web (Nielsen).
Meaning What? You’ve likely heard notable analyst Mary Meeker’s prediction that more will access the web via mobile than via PC by 2015 http://mashable.com/2010/04/13/mobile-web-stats/. But this is 2011 and it would be foolish to spend exclusively on the web on Android devices. Instead, consider a mix of app and Internet. You have time to worry about 2015.
Stats: The top 10 Android apps account for 43 percent of all the time spent by Android consumers on mobile apps. The top 50 apps account for 61 percent of all time spent. With 250,000+ Android apps available, the remaining 249,950+ apps have to compete for the remaining 39 percent of the pie (Nielsen).
Meaning What? Many made noise about these stats when they were released last week. It really isn’t a surprise that there are big winners in the app world and others fight for attention and dollars. Apps are not a commodity business – and never should become one.
Stat: 29 percent of cell owners turn their phone off for a period of time just to get a break from using it. (Pew Research Center)
Meaning What? There are the super-connected who have mobile as a vital part of their lifestyle. Others view their phones as an unwanted tie to their jobs and to the busy world they wish to ignore in downtime. I would’ve guessed a high number here. For marketers, it’s important to factor in high use periods, like evenings for tablets.
Stats: 20 percent of cell owners experienced frustration because their phone was taking too long to download something; 16 percent had difficulty reading something on their phone because the screen was too small; and 10 percent had difficulty entering a lot of text on their phone. (Pew)
Meaning What? These numbers are the hardest to believe. I would put the figures at 3-5X in each category. Liar, liar, pants on fire?
Stat: 70 percent of rooms booked via Expedia mobile are for same or next day, according to the company.
Meaning What? Like many, I grew up in a family that needed to have all details nailed before we embarked on a trip. But that was, ummm, many years ago. The travel sites have made the user experience so rewarding that many of us have no hesitation about making a decision on the go at the relatively last minute.
Stat: 27 percent of smartphone owners will look on a device to check inventory elsewhere if a store is out of stock. (Joy Liuzzo of InsightExpress)
Meaning what? If you are a retailer, some of your most important decisions leading into the holiday season involve product selection and stock on hand. Few of you are the only game in town – your shopper has never been more educated nor had access to more information that could cost you a sale.
Stat: 92 percent of smartphone users text vs. 59 percent of feature phone owners (Pew)
Meaning What? It’s a big mistake to dismiss text messaging campaigns because of their perceived lack of sexiness. Pardon the pun, but tap into behaviors of all device users – even smartphone owners for SMS.
Stats: The number of consumers accessing Travelocity’s services via their mobile phones is growing at a rate of "400 percent to 500 percent annually", according to the company. About 16 percent of mobile users" have bought a ticket using their mobile device. In fact, 50 percent of users booking trips via their mobile app are new customers.
Meaning what? For one company, at least, a fear of cannibalization is unfounded. Mobile can increase your customer base provided you take into account the medium and tailor the experience (and sometimes even the offer).
