4 reasons why mobile content marketing is worth improving
THE MOBILE MARKET IS BECOMING MORE AND MORE SIGNIFICANT. THE LATEST HUAWEI SURVEY CALLED “SMART(PHONE) RELATIONS” SEES POLES AND THEIR SMARTPHONES AS INSEPARABLE. AS MANY AS 95% OF POLISH PEOPLE NEVER LEAVE THEIR HOMES WITHOUT THE SMARTPHONE AND 52% KEEP IT AT HAND FOR MORE THAN 13 HOURS A DAY. THIS CERTAINLY AFFECTS THE FIELD OF CONTENT MARKETING. WHICH DIRECTION SHOULD CONTENT MARKETERS FOLLOW?
NO SMARTPHONE? NO CAN DO
According to a survey conducted by Ipsos for Huawei, the importance of smartphones for Polish people is so great that nearly half of them (43%) would prefer to be late for work or school rather than arrive without the phone. Interestingly enough, 27% of respondents claim that they use the phone for over 4 hours a day. As many as 66% use the phone right before going to sleep in order to catch up with daily news, scroll through social media or talk to friends. Moreover, 74% keep their phones close to their beds so that they can grab it immediately after they wake up and continue to scroll; 51% admit that’s what they do. Surprisingly, 28% of Poles take their phones to the bathroom and 32% go with it to the toilet.
POLES ARE MORE MOBILE THAN THE REST OF THE WORLD
Poles’ attachment to mobile devices is clearly visible in global statistics as well. According to StatCounter, in January 2018 51.92% of Internet users accessed the web via mobile devices. For comparison, it was 59.75% in Poland. Smartphone- and tablet-generated traffic is showing dynamic growth. We mostly use computers at work, while smartphones and tablets are the preferred devices in spare time and during daily activities such as commuting, shopping or having lunch. This is exactly when we are able to absorb new content and notice the messages directed at us.
Follow the recipient
According to recent estimates, for the first time ever this year’s global mobile advertising spending is going to exceed the amount spent on desktop device ads; it will amount to 53% of global Internet expenditure. Purchase decisions are also becoming more and more common on mobile devices. Even if we don’t necessarily close the transaction on mobile, this is where we come across the products we’re interested in. Small screens gain more and more importance in the process. Marketers seem to be understanding it too. According to comScore, mobile ads are even three times more effective than desktop ads. They cover more than half of the screen and stand out among other ads, which builds better brand awareness and increases likelihood to recommend and purchase intent.
GET THE MESSAGE ACROSS, OR THE WAY TO A CUSTOMER’S HEART IS THROUGH THEIR SMARTPHONE
The tendency of mobile devices’ increased role in our daily lives, as well as the development of smartphone- and tablet-based data processing technology clearly shows the direction for both marketers and advertisers to follow.
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