In short – yes, and it is becoming more and more obvious everyday. In fact, yesterday, with the release (courtesy, Mashable) of Google Buzz they made a very strategic move that not only shows their interest in your social behavior but brings a tidy package to your mobile experience as well. AdAge has an article from the beginning of the year that shows the steps they are taking to be the dominant leader in this space – and it is a 360 degree approach. Google is not interested in one aspect of the equation, rather, they are intent on owning the landscape – from device, through service, and by application (if you are a doubter, watch the video below). This quote says it best:
“Now imagine this (it’s not hard): Google is your go-to source for almost all of your interdependent needs when you are out and about, not just mobile phone needs, but “mobility“ needs. It’s the device you use, the search engine that helps you find things, the map that tells you how to get there and the coupon you use to get a discount at a preferred restaurant or local shop, all in one seamless experience.”
ZDNet’s Dion Hinchcliffe has a robust, and sharp analysis of Google Buzz that is definitely worth the read.
Nielsen just released their latest ‘Three Screen Report‘ (quarterly report) that analyzes the use of video across 3 screens (TV, Internet, Mobile Devices) either live, or ‘time shifted’ through their DVR or downloaded means. Key takeaways from the report indicate that DVR usage is up (+21.1%) and the viewership of Online Video spiked significantly in Q3 of this year (+34.9%). The Nielsen spokesperson made a key statement on their blog today:
“Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”
My take? Your video strategy better encompass all three screens – with an increased emphasis on the Internet and Mobile platforms. I’m not saying that the 10-foot TV experience is dead, but I think you’ll see an increased customer emphasis on mobile, portable content that can be consumed on their timeline – wherever they are.
Great visual (click image for larger) of the Mobile App landscape this week on the mobile focused site, ismashphone - a daily blog focused on the iPhone covering News, App Reviews, and Tips/Hacks. Some of the more compelling stats from the visual include:
59% of mobile users (iPhone, iPod Touch, Android) download one paid app a month
Over 50% of iPhone and Android users spend more than 30 minutes a day on apps
Total monthly paid application market share is over 200 million dollars
iPod Touch users download the most apps, iPhone users pay for the most apps
What’s the take away here? There is a market for targeting customers in the mobile space. As I wrote earlier this week, at some point this may be a consumer’s only connected device. Those that aren’t interacting with their target audience via this medium are missing a huge opportunity.
What’s the one personal item most people can’t live without? I bet if you ask the average person on the street, the majority would answer ‘My mobile phone’. It’s a connection point to friends and family that is almost always with you. You use it for voice, email, quick text messages, and in some cases (more often outside of the U.S.) it is your only computing device.
Think about the iPhone and the recurring line you hear on most Apple commercials: ”There’s an app for that“. It’s true – the iPhone has quickly become many consumers only ‘connected’ device and because of that, Apple has single handedly made the mobile space relevant to marketers and advertisers. If companies aren’t paying attention to the opportunity mobile provides, they are missing a major piece of their marketing mix. Rachel Pasqua – Director, Mobile Advertising @ iCrossing supports this in her interviewwith eMarketer this week:
“Most major brands, if they take a good, hard look at their site analytics, will see a significant amount of traffic coming from mobile devices—mobile devices that won’t be able to handle their desktop site to the best advantage. I think failing to take those users into account will have serious repercussions.”
Given the fact that mobile advertising is growing at a staggering pace (Magna forecasts the U.S. market for mobile advertising will grow by 36%, rising from $169 million in 2008 to $229 million during 2009) the mobile medium has to be in your marketing mix – not as necessarily as a primary component - rather, as a complementary or ‘companion’ to your more traditional media vehicles (retail, online, television, print, and out of home). Brands and Marketers that recognize the importance of mobile will create new avenues to intersecting their customers and influence their perception of the brand, regardless of their location.
What’s the one personal item most people can’t live without? I bet if you ask the average person on the street, the majority would answer ‘My mobile phone’. It’s a connection point to friends and family that is almost always with you. You use it for voice, email, quick text messages, and in some cases (more often outside of the U.S.) it is your only computing device.