In their recently released U.S. Digital Future in Focus report on consumer behavior and digital media consumption, comScore highlights 2013 as a tipping point for mobile device use, calling out the rise in smartphone adoption as the, “…single most significant change in our landscape since the invention of the internet.”
With increased access to new mobile platforms, shifts in mobile-friendly content and emerging advertising opportunities, businesses would be wise to evaluate their mobile marketing strategies in order to keep pace with new, rapidly evolving consumer behaviors.
At the end of 2013, 56 percent of U.S. consumers accessed the internet using more than one device. This new ‘multi-platform majority’ is significant not only because it signals that the U.S. population reached the 50 percent threshold of mobile adoption, but because of the rate at which consumers hit the milestone, jumping from 48 to 56 percent between February and December of 2013. With mobile expected to see continued gains in 2014 and beyond, multi-screen consumption is now the new norm. Because of this, businesses must integrate a comprehensive mobile marketing strategy that reaches consumers across a variety of media platforms.
Incremental mobile growth
Just because consumers are accessing the internet using new devices, it doesn’t mean they’ve disregarded their old ones. In fact, smartphone and tablet use has nearly doubled the time Americans spend online.
According to the report, U.S. consumers spent a total of 442 billion minutes per month using smartphones, up an incredible 237 percent from 2010, and spending 124 billion minutes per month using tablets. An integral part of the majority of consumers’ daily lives, the report notes that mobile devices are often task-specific, with consumers rotating between platforms based on where they’re at and what activity they’re trying to accomplish.
Shifting ad dollars
New opportunities to reach consumers across platforms have prompted advertisers to shift resources towards mobile, however comScore suggests that many commercial segments still fail to allocate appropriate mobile ad budgets. As a highly trackable, targeted channel, the report reinforces how mobile ads allow marketers to engage consumers with increased frequency in appropriate settings. And as publishers continue to optimize for cross-platform experiences, metrics like purchase intent and aided awareness are also likely to improve, providing additional benefits to marketers.
Download the complete U.S. Digital Future in Focus 2013 report here.
How does your dealership plan to reach mobile shoppers in 2014? Share your tips in the comments section below.