Hi. My name is Durk and I’m a mobile addict. And apparently, I am not alone. A new study claims that there are 280 million mobile addicts worldwide.
This new group of users represents a huge opportunity for marketers to engage directly with such a personal connection and intense reliance with their devices that 71 percent of those surveyed actually sleep with their smartphones.
According to the 2nd annual report on Consumer Mobility from the Bank of America and Flurry Analytics, Mobile Addicts are those who launch applications 60 times or more per day. This category is growing at the fastest rate -from 176 million in Q2 2014 to a whopping 280 million in Q2 2015, a 5 percent increase, the report stated..
The report also defines two other categories of users:
- Regular Users, consumers who use apps between once and 16 times daily, grew from 784 million to 985 million in the same period, a 25 percent increase.
- Super Users, consumers who use apps between 16 and 60 times daily, grew even more in that same period from 440 million to 590 million, a 34 percent increase.
Messaging and social apps are the leading apps used by Mobile Addicts, concludes the report. Mobile Addicts use Messaging apps 6.56 times (an over-index of 556 percent) more than an average mobile consumer. Utilities and Productivity app usage was high as well, further validating assumptions that Mobile Addicts are using their smart device as the sole computing device and conducting every aspect of their lives on that device.
The trend is not limited to the United States, says the report. From Q2 2014 to Q2 2015, the total population of smart devices worldwide, measured by Flurry, grew from 1.3 billion to 1.8 billion, a 38 percent year-over-year growth. China leads the pack with India in second place and the US in third.
That fact is further supported by a recent recent from eMarketer, which for the first time ever, expects mobile to overtake desktop ad spending this year.
Stateside, mobile will account for 51.9 percent of total digital spending in 2015, the research firm predicts. While desktop’s share of ad dollars is expected to decline slowly through 2019, mobile’s share will skyrocket.Mobile advertising is expected to grow by 59 percent in 2015. That is an even higher rate than previously forecast by eMarketer in March.
This means marketers must develop a comprehensive mobile strategy. It’s not enough just to push out offers and hope that subscribers read the emails, alerts or newsletters on their mobile devices and take action.
Responsive design needs to play a huge part in mobile marketing strategy. A study from iAquire found that 40 percent of people will choose another result if yours is not mobile friendly.
It’s also important to connect and engage with consumers in a personal but non-intrusive way. The personal connection to mobile devices means that consumers are receptive but it can also be easy to cross the line into creepy. The fine line marketers walk is cracking the code of being part of Mobile Addicts life without annoying them and turning them off.