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Mobile Advertising exam study guide

1.1 Consumer behavior and the impact of mobile

The mobile consumer

More people than ever are living their lives on multiple screens. Smartphone ownership continues to expand as more affordable devices and data plans hit the market. From 2011 to 2013, smartphone adoption in the U.S. grew from 36% to 61% (source). And tablet owners, typically associated with high disposable income, represent an increasingly mainstream demographic as manufacturers introduce a slew of more economically priced models.

As a result, consumers can now use smartphones, tablets, and computers to interact with businesses 24/7, from anywhere--at home, at work, on a bus. Powered especially by the rise in smartphone adoption, this continual connectivity has created many more opportunities for marketers to connect with consumers.

Companies have taken notice and begun embracing this always-on behavior, building businesses that lead with mobile and disrupt entire industries.

Serving the mobile consumer

In addition to these mobile-first upstarts, all brands need to think deeply about what it means to serve mobile customers. The temptation to adapt a desktop strategy to fit mobile can be strong but should be avoided. 

The local mobile consumer

Your future customers are literally around the corner, and mobile can get them in your door. In fact, 4 in 5 consumers use search engines to find products, services, or experiences nearby. They conduct local searches wherever they happen to be; 84% use search engines on their computer or tablet and even more (88%) do so on their smartphone (source).

Retailers are waking up to the power of capturing mobile demand. A 2013 Digby analysis indicated that 70% of top retailers now offer mobile apps. Further research indicates that 78% of fast food chains, 75% of casual dining brands, 77% of big box retailers, 59% of specialty stores, and 58% of grocery stores have mobile apps (source).

By understanding the mobile consumer and the challenges and opportunities that the new mobile landscape provides advertisers, you can better prepare your company’s mobile strategy. As we continue this mobile training, we’ll guide you through how to create a mobile strategy in order to best fulfill your advertising objectives.

Next we’ll learn about a tool that can help you understand mobile trends and the opportunity that mobile presents.

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