I have been doing research on mobile applications and trying to get my hands around the best uses and the impacts for our customers – retail, cstore, service and restaurant businesses. As I have been reading there are some very interesting facts that I would like to share with you. All of these data points were found on Marketing Charts.
As of May 2014 mobile web and mobile apps together accounted for 60% share of digital media time up from 50% a year before. This demonstrates that consumers are not going to their desktop at work or home to connect, instead they spend more time on their phone. The main use is Facebook. This stat blew me away – almost 1 in every 10 minutes spent online is with the Facebook app through a mobile device. This is across all platforms.
The primary apps driving all of the mobile use are not individual business apps they are:
A few other interesting stats to share:
Everyone thinks that the 18 – 24 year olds are the heaviest mobile users – actually women between 25 – 49 were the heaviest users with 67% of their internet time is spent on smartphones(54%) and tablets (13%). If you compare smartphone to PC use men and women are just the opposite. Women access online with smartphones 54% and PC 32% the rest with tablets. Men access online with smartphones 41% and PC 49% with just 10% on tablets.
Overall smartphone time online grew to 24% year over year in January with tablet time online up by 35%. Time spent accessing the internet via PC was down by 6%.
What does all this mean for loyalty programs? Does every program need to have an app? How many apps does a consumer really want to have on their phone?
There are several players in the loyalty field that are mobile only. They have one app that is used by many merchants. So the consumer joins the loyalty company app and then finds the retailer or restaurant they want to participate with. This makes it easy for the consumer to choose a different business to frequent since many businesses are listed on the app. So does that really drive traffic to your business?
Mobile is a critical marketing strategy, but I will be looking for more research as to the impacts of mobile app vs mobile web and will keep you posted. My gut tells me that consumers do not want to download an app for any business they are part of a loyalty program. They want it to be easy at the store – no need to dig out a phone and open an app. They want to be surprised with rewards and offers – they don’t want to have to find them. They only want to hear from the businesses they care about.
One of my takeaways from the data above is that every business should be on Facebook. Granted only 8% of what is posted is actually read, this is where most consumers are spending the most time!
Stop back for more mobile research in a couple weeks!
Hope you have a great 4th of July!