Despite the popularity of mobile devices, marketers are still struggling to understand how best to reach their target audiences. A recent study by Viacom found that while 77% of people in the U.S. own a smartphone, only 36% have downloaded an app on it and only 10% use it as a primary device for Internet browsing or watching video content.
Despite this discrepancy between consumers who own smartphones and those who actively use them in their everyday lives, advertisers continue to spend billions on marketing campaigns aimed at smartphone users through traditional channels such as TV advertising (78%), print ads (71%), and online banners (72%). The good news is that this means they’re not missing out on all those potential customers with smartphones.
There are various reasons for this discrepancy. One is that many people use their smartphones for activities such as checking the weather or playing games, which don’t involve consuming marketing content. Another reason is that people are often distracted by other tasks when they’re using their smartphones and may not be paying attention to ads. Additionally, many marketers are still unsure of how to create effective mobile-specific campaigns.
Despite these challenges, marketers need to remember that mobile usage is growing rapidly. In fact, according to eMarketer, global spending on mobile advertising will reach $100 billion by 2020. So what can marketers do to ensure that they’re reaching their target audiences through their smartphones?
Here are a few tips:
- Make sure your website is mobile-friendly. In 2016, Google began penalizing websites that weren’t mobile-friendly, so it’s important to make sure your website looks good on all devices.
- Create mobile-specific ads. Many people only use their smartphones for certain tasks, such as checking the news or looking up directions, so create ads that are relevant to these activities.
- Test your campaigns before launching them. It’s important to test your campaigns on different devices and platforms to ensure that they look and function correctly.
- Tailor your content for different devices. Not all content is suitable for viewing on a small screen, so make sure you’re creating content that can be easily consumed on a smartphone.
- Use data to your advantage. There are many mobile-specific data points that you can use to target your ads, such as location and time of day.
Time Spent on Mobile Devices:
- U.S. adults spend an average of 5 hours and 9 minutes on their smartphones every day.
- Approximately one-third of all time spent online is now spent on mobile devices.
- More than half of all American adults say they use their smartphones more than they did a year ago. The average person checks his or her phone 46 times per day.
- One in three people says they’re addicted to their smartphones.
Usage by Age:
- Smartphone usage is highest among millennials, with 90% of this demographic owning a smartphone.
- Generation Xers are not far behind, with 86% owning a smartphone.
- Baby boomers are the least likely to own a smartphone, with only 38% owning one.
Usage by Income:
- There is no significant difference in smartphone ownership among people of different income levels.
- However, there is a difference in how people of different income levels use their smartphones.
- People in higher-income households are more likely to use their smartphones for activities such as banking, shopping, and reading the news.
- People in lower-income households are more likely to use their smartphones for activities such as messaging and social media.
Usage by Race:
There is also no significant difference in smartphone ownership among people of different races.
- However, there is a difference in how people of different races use their smartphones.
- White Americans are more likely to use their smartphones for activities such as checking the weather, playing games, and reading the news.
- Black Americans are more likely to use their smartphones for activities such as messaging and social media.
- Hispanic Americans are more likely to use their smartphones for activities such as banking and shopping.
Usage by Gender:
Women are more likely than men to own a smartphone (59% vs. 51%). However, there is no significant difference in how men and women use their smartphones.
Usage by Education:
People with a higher level of education are more likely to own a smartphone.
However, there is no significant difference in how people with different levels of education use their smartphones.
Mobile usage statistics show that people are spending more and more time on their smartphones every day. As a marketer, it’s important to make sure your website is mobile-friendly and that you’re creating mobile-specific ads. You should also use data to your advantage by targeting your ads to people in specific locations or at
By following these tips, you can ensure that your marketing campaigns are reaching your target audience through their smartphones. Mobile usage is growing rapidly and is only going to continue to grow in the future, so marketers need to understand how best to reach their target audiences through their smartphones.