I continue to be dumbfounded by the number of agencies that have not optimized their site for mobile. And I wonder if they are also missing that opportunity to lead their client by helping them to understand and appreciate its value to their business?
After all, tablets are now owned by 11% of the total U.S. population (29.5 million U.S. users) and I'm betting by almost all of an ad agencies staff. But this study reminded me that consumers are spending more time on mobile connected devices, with time spent on smartphones and tablets playing a significant role in purchasing decisions. Some of the more important findings are shown below.
Mobile devices are cannibalizing other forms of entertainment consumption as users are spendiing more time each day accessing media content.
According to the study, over 60% of tablet owners spend at least 30 minutes each day, and 29% report that they have reduced reading books in print after owning a tablet. Another 29% report they have reduced surfing the internet via their PC or laptop and 48% agree that the design and readability of a tablet make it easier to access media content than on a PC or laptop.
Tablet users report they are shopping less in brick and mortar stores since purchasing a tablet.
Almost one in four respondents (22%) say they are shopping less in physical stores and more than half (55%) make purchases on their device in an average month. The survey also demonstrates the impact of their lifestyle on shopping, as tablet users prefer that device at home, but prefer smartphones while on the go.
Mobile devices are impacting every stage of the purchasing decision, from evaluation to post-purchase.
Tablets are affecting all stages of the buying process, from awareness to browsing to the buying and even post-purchase social media stages. The study reports that transient shopping is help by the smartphone, while tablet use peaks at home in the evening for larger purchases that require greater consideration. Among respondents that reported this use of connected devices, 55% say they first learn about the product on their tablet, while 53% actively evaluate and 58% follow through with purchasing those goods on their tablet.
Wake up agencies! Clients need leadership, and this is a chance to demonstrate your value beyond a vendor of ads, or whatever. If you have clients that want to optimize their selling opportunity, then now is the time to "mobilize" them. If you wait until tomorrow, someone else may have already shown them the error of their ways.
And while you are at it, maybe you should re-examine your own brand.
