2019 is on pace to be a very important year for marketers. That’s because, for the first time ever, the number of smartphone users (232.8 million) will surpass the number of desktop and laptop users combined (228.9 million).1
With this marked shift in how consumers are now interacting with brands and their content, marketers must make incorporating more mobile-focused marketing initiatives a top priority. As marketers leverage innovative approaches, they will be able to position their brands in front of the largest (and most active) smartphone using market in history. Here are three mobile trends every marketer must stay on top of.
From Mobile-First to Mobile-Only
As smartphone technology evolves, fewer and fewer consumers are using laptops or desktops to access the internet. In fact, “mobile only” consumers, those who exclusively search the internet on a mobile device, are expected to grow by 10.6%, reaching 55.1 million users, this year alone.2 In fact, video streaming companies like Netflix are currently exploring mobile-only subscriptions, to further cater to mobile users. As such marketers will need to quickly optimize their marketing strategies to fit this fast-growing demographic. With the mobile user in mind, marketers must additionally take screen dimensions, interactivity features, and image placement into account to create compelling marketing promotions.
New mobile features for social media
With mobile-only social media platforms like Instagram and SnapChat that require users to post and engage with content through their mobile apps gaining in popularity, other platforms like Facebook and Twitter are expected to optimize their mobile features. In fact, 94% of Facebook’s ad revenues were from mobile users, compelling the social media giant to further develop more mobile-friendly layouts, including vertical image orientation and easy to access swipe options to interact with mobile ads.3 As the number of mobile users continues to increase, marketers must begin to look for mobile-friendly marketing approaches that will instantly appeal to consumers scrolling through their social media feeds on their mobile devices.
Mobile drives video marketing
According to a recent AdWeek survey, consumers are now spending, on average, five hours on their mobile device each day. This increase is mainly due to an incredible 88% growth in time spent streaming videos on a smartphone.4 And, as 5G is expected to begin rolling out later this year, consumers are poised to spend even more time downloading and streaming videos, making video marketing a must to reach larger audiences. The key for marketers will be in finding ways to leverage video marketing by positioning immediately relevant video content that consumers will want to watch.
If you’re looking for ways to reach a mobile audience with innovative marketing approaches, here are additional articles to get you started.