As technology advances we are using mobile devices more and more in our everyday lives, and thus mobile usage is growing and shows no sign of slowing down so you might think I should just forget about desktop and focus on adapting content for mobile, right?…
Not quite, although consumers are spending approximately 3 hours per day on smartphones, despite more time being spent on mobiles and increased mobile search volumes, the important question is how consumers interact and when they use mobile devices vs tablets and desktops?
- Consumers mostly use their smartphones for apps in relation to entertainment and social communication e.g. calling, texting, using social media (Facebook, twitter, snapchat), playing games watching videos, getting directions or listening to music.
- However, mobile users will use their devices for searches and simple transactions, furthermore there is opportunity to engage consumers through social media.
- Mobile devices are used more than desktop typically on early commutes, lunchtime breaks, the commute back home and in spare time during the evening and night this is because of the flexibility and convenience of portability.
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- Consumers still use desktop during the day typically while at work, and may do so at home in their spare time but significantly less in comparison to mobile phones, but it must be considered that desktop users will be more likely to engage with content as they have more time, whereas mobile users will have less focus as they browse on the go.
- There may be interaction across both types of devices however, purchases that are complex are more convenient to complete on a desktop as opposed to a smartphone, but this depends on the purchase decision and the transaction type.
- Desktop is still driving conversions, although mobile is being used to search, e-marketer explains that on average 80% of conversions are on desktop vs 20% on mobile.
So, what does this all mean? Firstly, I suggest that you don’t discount desktop as an option for your target audience to reach you. Instead carefully consider the differences between mobile users and desktop users, adapt your content and marketing campaigns accordingly. Mobile users should be targeted through social media and for simple transactions, desktop should be used for more complex transactions and content that is more detailed for users that have more time to absorb and engage. Secondly target both mobile and desktop users, mobile is growing more and more with usage, however desktop cannot be ignored and still provides opportunity for transactions/conversions or interaction.