Who Are Mobile Consumers

Consumers are certainly mobile-oriented.  They use mobile devices to research products, search & find businesses and look up reviews on brands and products. These mobile users are also making more purchases with their devices.  New research has been released that looks at who these mobile consumers are.  Looking into who these mobile consumers are can help you refine your message and better connect with your target audience.

• Nationally, there are more smart phone owners than feature phone owners

• Year over year, the number of adults who own Apple and Android devices has grown from 49 million users to 90 million users

• Two-thirds of consumers who purchase a new mobile phone, buy a smart phone

• Smart phone penetration is highest among younger, high income adults. Over three-quarters of 18-24 year with household incomes of $100,000+ own a smart phone as do over 80% of 25-34 in that income segment and 76% of 25-44 high income adults.

• As smart phone technology has become more affordable, penetration among lower income earners has grown. Roughly six in 10 adults who are age 18-24 or 25-34 and have household incomes of less than $50,000 own a smart phone.  Nearly half of adults 35 to 44 years old with incomes less than $50,000 are smart phone owners

What Does This Mean To You?

Many businesses didn’t think that they needed to develop a mobile strategy because smart phone penetration was low.  That is no longer true.  53% of all mobile phone owners now have a smart phone and the number of adults who own an apple or android device has grown by 84% in the past year.  That growth is projected to continue – two thirds of all new mobile purchases are smart phones.
Smart phones might have once been out of financial reach for many consumers.  Now, because of more phones available and pricing plans, the consumer base of smart phones has widened.  No matter who you are trying to reach, smart phones offer you a way to put your message into the palms of the consumers.  Mobile technology becoming more affordable is the main reason why mobile web usage will eclipse standard internet use this year.  Ignoring mobile as a way to reach customers and potential shoppers puts your business in peril.  Businesses are rapidly developing mobile solutions and by not getting involved yourself, you are handing customers and leads to your competitors.  If you have a mobile solution, when was the last time you reviewed it?  The capabilities that mobile offers are continuing to expand and there are things you could take advantage of to create customer loyalty.  For more information on developing mobile strategies that drive sales, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Nielsen


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