The past year has seen a surge in the amount of time consumers spend on their smartphones, to such an extent that the device has passed television in the breakout market of India terms of media consumption, according to a new study. This echoes findings in other media rich markets.
As reported by WARC, a report from the Mobile Marketing Association (MMA), in association with research firm Kantar IMRB, examined smartphone and feature phone usage and behaviours and found that the average consumer spent three hours a day on their smartphones in 2016 – a 55% increase on the previous year. Clearly this is a trend that continues to grow and grow.
Time spent on smartphones has now surpassed time spent on TV or any other media, it said.
Social media and messaging apps were the focus of consumer attention, with these two facilities accounting for almost 50% of all time spent on smartphones.
Online shopping has also gained ground – it now has 15% greater reach than entertainment, making it the second most popular category on this metric.
The study also reported that women spend twice as much time on their smartphones viewing YouTube videos or playing games as men; and they spent 80% more time on Facebook than their male counterparts.
As most savvy marketeers now realise, we all need to seriously think about marketing measurement and attribution, giving marketers better measurements, tools and confidence in connecting marketing to business outcomes. Vast sums are now being spent on mobile social media and internet generally.
The critical question is: are we getting value for money?
And how does increased usage affect content creation and creative strategies.
At MOP, we think the basic rules of advertising still apply in our brave new world.
To own share of mind, you have to own the space in the medium you are occupying. Dominate a space rather than share it.
To create interest, the key difference between campaigns that work and campaigns that don’t is still watchable creativity that grabs attention, backed by content that engages consumers’ interest, and provides actionable value, rather than simply boasting or spruiking.
Last but by no means least, online is the new direct mail. Trial new ideas, rotate them, and measure what works and what doesn’t. Don’t “set and forget”. You can burn through a lot of money till you realise that the ad you’re running isn’t as good as a different construction or message.