At Vivial, we offer a lot of snippets of information—quick statistics to drive home our point about different digital marketing technologies. Mobile technology has been no exception. With rapid adoption and ever evolving capabilities, mobile is a marketing platform we’ve had our eye on for some time now. We’ve spotted our coverage here and there with impressive statistics demonstrating just how prevalent mobile usage is, but how is that impacting the American consumer? How will mobile impact your local business and the strategy you use to market your business? Let’s take a closer look at how mobile is changing the face of the American consumer, and what that means for you.
The nice-to-have mobile device of the past has been replaced with a need-to-have smartphone owned by nearly 270 million Americans who look at the devices a collective 14 billion times per day. But they may not be using their devices in the way you would think. Over the years, mobile usage has changed, with 93% of consumers using their device for texting—a 6% domination over usage for the phone feature. And, lest you think that we’re talking primarily about a younger demographic, consider this: in 2018, smartphone adoption growth was strongest among older age groups.
It’s not just how consumers are using their phones that is changing, it’s where. 93% of American consumers use their phone while shopping. In fact, 82% of them will consult their phone when making a purchase. And, combined with consumers’ most-used feature—texting—77% of them will spend more when redeeming a mobile offer received via text message.
So, what does all this mean for you as a local business owner. It means that the American consumer has changed. And it’s not just due to the rise of a younger generation. It’s changing behaviors, impacted largely by the little device most of us carry in our pockets or purses. The constant connectivity has bred an era of instant gratification, of deal seekers, of information at our fingertips, of changing forms of communication. Your customers want information about your business to be accurate and accessible from their mobile device. They want to hear from you via text. In fact, by 2020 an estimated 49 million consumers will opt-in to receive text messages from businesses just like yours.
Do you have a solid plan in place to address the changing face of the American consumer? Do you know how to capitalize on this increasing trend toward mobile? These changes don’t have to be overwhelming. With the right plan, the right tools your business can evolve with consumer behavior in order to connect and engage with more customers and ultimately, grow your business.