So, mobile internet usage only continues to grow, we’ve all heard that pretty much everyday for the past few years. I, for one, feel like I read it all day, every day, in every industry related publication around me. In light of the recent news yesterday that Verizon will start carrying the iPhone next month, breaking AT&T’s exclusive contract, I figured a post on this topic was very fitting.
With carriers offering more and more internet capable devices, at lower start-up costs to consumers and with even better data rates, internet on your phone is more available today than ever before. Also contributing to this is the blow for blow boxing competition between the major carriers, be it through their marketing or their continual race to have the most, the best, the fastest of the newest technology (hello 4G!)). I always have believed that competition breeds good things and in the mobile world, this is no different.
So it’s not surprising that according to a study done the last part of Q4 2010, between November 29 and December 15, a survey of users visiting online retailers over the holiday period (conducted by ForeSee Results) showed that a third of online shoppers also browse on Mobile.
The study (which you can download for free here by providing some info) polled almost 10,000 users who visited one of the top 40 U.S. e-commerce sites during the two week period.
In the study they compare results to the same period in 2009, which found at that time that 24 of online shoppers browse on mobile. They also examined purchase results on mobile devices resulting from browsing. Though only 11 percent of the respondents polled apparently made purchases from their phones after browsing, the bright spot is that data shows that is up 56 percent year over year. (In 2009, only 2 percent of respondents purchased from mobile devices). Of course, none of these numbers are HUGE, but it’s important to consider the value of engaging with these audiences early (and often). What can brands learn from these users? How can they use this period of growth and relative uncertainty to lay the foundation for what the mobile landscape means and is in their business vertical.
Of course, lots of predictions abound in the mobile world from all ends of the spectrum, as to what 2011 and the years to come have in store. No doubt with all the carriers stepping up their 4G game, Android phones continuing to grow in market share, the iPhone hitting Verizon and the continued explosive growth on the app side of things (especially with branded apps), consumers will have more opportunities and better technology to support their desired mobile experiences. What will that mean? More money invested in mobile. More money spent by consumers on their mobile devices. More marketing dollars hitting mobile. Etc., Etc.
On the flip-side, all this offers brands some very unique opportunities to continue engaging new and existing audiences. Still very much uncharted territory in my opinion, the mobile landscape will continue to evolve this year, yielding benefit for everyone, consumers and brands alike. Best thing I can say is ensure you are aware and considering mobile’s impact now (and in the short and long term future) on your brand. For those that get left behind, it’s going to be very hard to catch up…
Tags: consumer engagement, interactive technology, internet, mobile
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