Mobility upward

I get the chance to conduct “Consumer DNA” research workshops in a lot of major cities across the U.S., and one of the interesting things I’ve noticed over the past year or two is that in many markets, the number of households that have “gone online” is greater than the number of households that own a computer.

How could that be? Easy. People who own a smartphone—and use it to go online—don’t think of their phone as a computer.

Mobile computing—and surfing—is gaining. More evidence to that effect was published this week in a Research Brief. Click here to read the story. Another story, this time from Marketing Daily, cited ABI research on participation levels (responses) to mobile marketing. Click here to read that piece.

Implications: Don’t focus entirely on making a big splash with your website. Focus, too, on making it fit the palm of your customers’ hands.

Mike Anderson