The Mobile Explosion
MediaPost is out with some key information to help with mobile marketing.
According to a year end Forrester
Predictions Brief, as the mobile mindshift speeds up even more in 2016,
consumers’ expectations will soar, and more companies will treat
mobile as core to the whole customer experience. By the end of 2016, the
Forrester report forecasts that 4.8 billion individuals globally will use a
mobile phone. Smartphone subscribers will represent 46% of the global
population.”
In 2016, Forrester forecasts mobile and
tablet commerce will reach $142 billion in the U.S., representing respectively
38% of online transactions. More than 30% of sales will have a mobile
cross channel component, meaning consumers will use mobile at some point
throughout the purchase life cycle, from product research to in-store
interactions.
These mobile usage, behaviors, and attitudes
will develop among consumers and employees:
· Consumers will stop considering
the mobile Internet as a scaled-down subset of the “real” Internet. Mobile
devices will become their go-to technology, even in mature economies where
people can use alternative devices at home.
·
Consumers will continue to spend
most of their time in only a few apps but will increasingly turn to
aggregation apps and a handful of platforms to get the content and services
they need.
