How Has Mobile Impacted Consumer Behaviour?
The huge rise of mobile phones has had a strong impact on consumer behaviour. With the vast majority of the population now owning a smartphone (84% of Australians according to Deloitte), shoppers go about the processes of researching and purchasing in a very different way than they did 10 years ago.
The two main changes are:
- A 24/7 approach to consumer purchasing and researching. With consumers having the ability to research and buy products online at any time of day or night, from any location, there is more pressure for businesses to adopt an ‘always on’ approach so they can better meet the needs of their mobile customers. On the upside, there are now even more opportunities for marketers to connect with their audiences, and marketing automation and technology make providing round the clock attention easier than ever before.
- An increased focus on local search. If a consumer is looking for a product or service in their local area, their mobile is generally going to be their first port of call. This means that it’s important for marketers to take a local approach to their mobile marketing, especially in the retail and hospitality industries. According to data from Google, 4/5 consumers make use of their mobile devices to search for products and services in their locality. Savvy marketers can capitalise on this by including a local focus in their mobile marketing strategy to capture mobile users who are looking for a nearby service or product.
While these two changes are among the most significant for marketers, they are not the only changes in consumer behaviour to take place as a result of smartphone usage. Purchasing habits change depending on the platform being used, and the way we interact with products and services has also changed significantly. More and more consumers are using mobile to make a direct purchase rather than just for research purposes, and this is something marketers should be aware of.
Trying to apply the same marketing strategy to your mobile marketing that you do to your desktop marketing is just not going to work. The differences in consumer behaviour and purchasing habits as a result of increased mobile use are important to consider and incorporate into your mobile marketing strategy wherever possible.
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https://www.nextmarketing.com.au/2017/05/how-has-mobile-impacted-consumer-behaviour/
Jo Macdermott is a well known thought leader when it comes to all things Marketing. Jo is the Founder of Next Marketing, a well established Marketing Agency based in Melbourne. Jo is looking to connect with Marketing Managers, Entrepreneurs (in funded start ups) and Small and Medium Sized Businesses (with a marketing budget). Need some marketing help? With a commercial bent? Get in touch with Jo here