Smartphones & Advertising: The Past, Present and Future
If you have done any research into advertising online, through Google Adwords, Bing or one of the various social media platforms, you may have found a repeating trend. The trend I am speaking of is advertising on mobile devices versus advertising on desktop or tablets.
Google refers to this steady shift in how users search for products and services as micro-moments, and social platforms are taking advantage. Now once you actually start looking at all the data to support where mobile advertising started and where it expects to be in the not so distant future, you too will be changing the way you plan on spending your advertising budget. For instance, Marketing Land published a study done by comScore on September 15th, providing the actual numbers on how mobile users currently affect the overall percentage of people looking for products and services in their day to day lives.
One of the main factors behind this increase in mobile use should not be any surprise. The trend is social media. According to comScore & Marketing Land, 26 hours a month are spent on social media apps, which is 29 percent of the time individuals spend on mobile apps. News/information, radio, games and multimedia are a few examples of what takes up the rest of mobile user’s time. All of these apps offer advertising space, bringing brands to the eyes of millions of users.
If this still isn’t enough evidence for you, then take this into consideration when planning your advertisement budget. Millennials are now 77 million strong inside the US, which has an estimated 171.5 million smartphone owners according to a study published towards the end of 2014. Neilsen reports that not only are Millennials what is known as the social generation who are constantly connected online through desktop or mobile devices, but that 85% of millennials between the ages of 18 and 24 own mobile devices, and 86% of the users between the ages of 25 to 34 own them.
Obviously the use of the smartphone is only going to increase as more and more Millennials start reaching the age of 18, not to mention those not counted within the statistics that owned a smartphone prior to turning 18. Finally, I came across an article by vungle.com which was published on April 16, 2015, in which they state that by the end of 2019, mobile will account for 72% of US Digital Ad spend. Vungle’s report shows us that consumers spend more than 2 hours a day on their phones and that the gap between desktop and mobile ad spend will be greater than 40% by 2019.
If you like numbers, charts, statistics and gaining an advantage over your competition, then I suggest looking into the studies and tests done by others before making any substantial decision regarding your advertising budget. As you can see, I usually spend my off time reading and researching in order to see what to expect and look forward to within our day-to-day lives. You can take these articles and others as a proven trend on which to base your future advertising plans and optimize your conversions, or ignore the evidence and see what happens next, but I recommend acting now and implementing your future advertisement strategy heavily towards mobile devices.