It's a Mobile Evolution

it's a MOBILE EVOLUTION Mobile devices have swiftly become a ubiquitous part of day-to-day life. Clearly, there is a marketing need and opportunity. Even so, investment in mobile marketing lags behind. 58% of adults in the U.S. have a smartphone .91% OF PEOPLE ON EARTH OWN A CELL PHONE ...but, for 18-34 year olds, smartphone penetration is 80% MOBILE MATTERS 60% of marketers plan to increase mobile spend in 2014 That's good, considering 57% of users say they won't recommend a business with a poorly designed mobile website 84% of all multi-screen shopping experiences included mobile as either the first or second interaction THE APP MARKET IS SWELLING 2,000,000+ Google and Apple boast over a million apps in each of their stores 2 HOURS & 38 MINUTES How long, on average, U.S. consumers spend per day on smartphones 80% OF THAT TIME IS SPENT INSIDE APPS yet, just 45% of mobile 25% campaigns employ an app download of companies have a mobile strategy WEIRD FACTS 75% of people in the U.S. admit PEOPLE & THEIR PHONES bringing their phones into the bathroom Apple has added a new "Selfie" category to the App Store 5 TIPS FOR MOBILE SUCCESS 1. Build mobile solutions that fill a need. Create mobile experiences that address consumer needs – build apps that solve problems, improve their experience and that prop up your company's mission. 2. Measure, optimize and evolve. Mobile, like many digital channels, offers the gift of measurability, with the added bonus of layering context, location, and more. Measure deliberately to evolve better and more optimized mobile engagements. 3. Design matters more than being featured. Only a fraction of apps get featured by Apple and Google in their respective stores - and when they do, it is because they are well designed. So focus on that. 4. Use established platform specific design rules. Users are happiest when they can figure out how to use a new app quickly. Piggyback on Apple and Google's investment in training their user base in specific UI behaviors and expectations. 5. Don't forget about your other digital channels. Consumer experiences should be as consistent and seamless as possible. Remember to weave your mobile strategy into your overall omnichannel strategy. PROVING ) GROUND Proving Ground is a leader in the development of mobile and multi-screen experiences. www.provingground.net SOURCES, IN ORDER: O http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet o http://www.pewresearch.org/fact-tank/2013/06/06/cell-phone-ownership-hits-91-of-adults o http://www.forbes.com/sites/markrogowsky/2013/06/06/more-than-half-of-us-have-smartphones-giving-apple-and-google-much-to-smile-about O http://www.mediabistro.com/alltwitter/marketing-budgets-2014 654897 o http://www.themobileplaybook.com/en-us O htp://www.theverge.com/2013/10/22/4866302/apple-announces-1-million-apps-in-the-app-store O htp://readwrite.com/2013/07/24/google-play-hits-one-million-android-apps O http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-Its-an-App-World-The-Web-Just-Lives-in-It o htp://www.searchenginejournal.com/2014-mobile-landscape-25-stotistics-will-drive-future-mobile-marketing-infographic/89507 O htp://www.cbsnews.com/news/survey-75-percent-of-americans-admit-to-using-phone-while-in-bathroom o http://guardianlv.com/2014/03/apple-adds-new-selfie-sharing-section-in-apps-store/