Where people check their phones and what it means for mobile marketing
Mobile devices (phones and tablets) are the next generations’ version of computers. The number of smart phones is projected to surpass the number of computers by 2015. So 20 years after people scrambled to put together internet marketing plans there is a little more fore-sight about the next trend. One of the most important questions to ask about mobile marketing is “when are people looking at their phones and where” because this can change the way a consumer reacts to a certain ad or placement. Not only can you send appropriate Ads by segmenting these users but if the ad comes up at a perfect time it has a much higher chance of being clicked.
Disclaimer: These are merely a few ways in which to market to the new mobile consumers. Not all these ideas will work, nor is it comprehensive. Remember these are just possible explanations for the logic behind the statistics and possible marketing techniques.
So when do people really check their phones? The infographic shows the polled responses from people but what does each one mean? We can infer a few things about each percentage.
The In-Bed-Checkers: These people may be obsessive but they are aware that the world does not stop when they go to bed. Therefore, in order to stay in touch with everything around them, the feel they need to check their phone before bed and when they wake up. They want to make sure that they did not miss anything crazy (a tsunami, a presidential election, or a stock market crash or a Facebook update). This makes sense so people could market to them by tailoring their ads to the time of day (breakfast and dinner ads) or to keeping people in the loop at all times.
The On-The-Toilet-Checkers: This 39% of phone checkers are a major percentage and in a way make a lot of sense. When you are sitting on the toilet, what else is there to do other than check your phone or read a magazine? These are people who do not enjoy boredom very much and want to stay in the know as well. This set of users can be marketed with Ads that are entertaining and provide an escape from boredom.
The I-Eat-With-One-Hand-Text-With-The-Other: These 30% of people are not crazy, but in a technology age they are simply adapting. They use their phones while eating (much to the dismay of their parents) because in their eyes life does not stop when you are eating. These people are the ones that see human interaction as the same (if not worse) as online interaction via phone/text/Facebook/Twitter/Pinterest/etc. They are people who are proud to be social media mavens and are very into their online lives. Take a look at this Toyota Venza commercial to get a better idea
The Text-And-Drive-Even-Though-It’s-Illegal: While this is terribly dumb it happens often (24% according to the survey) even though it is illegal in many states. One possible reason behind it is that we (as a young technologically savvy generation) have become impatient and can’t wait to respond. This is a segment that might be interested in Ads that promote impulse buys.
The I-Check-My-Phone-In-Church/Synagogue/Mosque: These 9% are people who could be anyone honestly. This number/statistic was thrown in for humor but it is not to be underestimated. No one can tell why people would check their phones in a religious gathering because there are so many different possibilities. However, knowing that these users are in some way or form religious helps slot them and push appropriate Ads.
You never know when your marketing is going to be seen by mobile users so try to make it as pertinent by segmenting your consumers based on how and where they check their devices.
So when do you check your phone and why do you think you do it then? Tweet @mobinett with the #WhereICheckMyMobile