Mobile phones have revolutionised the world's consumption of knowledge. Previously your local library was the main source of scholarly information, then it turned to being only click away with the introduction of 3G to mobile phones (maybe this was what caused the anthrax increase in the US....🙄🙄🙄) and now a simple face scan can unlock more information than millions of libraries. To put this into some kind of perspective, which to be honest, is still pretty incomprehensible, an average city library contains about 30GB of information. The internet holds 1000,000EB. Here is a table for reference.
That's pretty immense. But what I find strange is the way we use this vast abyss of (mostly discardable) information.
On average a Millennial will check their phone 150 times a day. That may seem excessive, and for the most part it is, but what we have in our greedy little hands is more than just a means to social media. Below I have listed what is on my iPhone's home screen that was previously an individual, tangible object we had to use or acquire to gain basic information.
These apps act like shortcuts to what used to be necessary purchases, making our smartphones more and more essential for living. With the increase in everyday items being mutated into app form there is no wonder we stare at screens more than ever before. Considering mobiles are... well... mobile, it is easy to understand why they are becoming the preferred medium of internet access.
But what does this mean from a marketing perspective? When we access the internet in our everyday lives there may seem to be very few discrepancies in using smartphones, desktops, tablets or laptops but in the eyes of an under-qualified advertising student, what I have to take into account is the subtle nuances of the average consumer.
For example, the language and grammar we use changes depending on the device we use. Phone language is shortened, we are far more likely to type in full sentences when using a laptop or desktop computer. So, the impact this has on a business falls their SEO and the search engine algorithms. Key terms and words may be missing or added depending on the device used, thus changing the preference of your business in the online virtual queue.
Another impact is the amount of links that can be displayed on a phone screen is less than that of a computers and, if we know anything about consumer behaviour it's that people hate trying harder than they have to.
It makes sense that Mankind is becoming obsessed with the black screens in our pockets. This one magical computer can replace thousands of physical objects. It's becoming more and more essential as the days pass. So, when making marketing campaigns, make sure it's compatible to mobile or you might lose millions of millennials.
What have you noticed recently that has been replaced by an app? Soon enough my desk will become my phone, my computer and a couple of chargers.
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