Has mobile been factored into your customer journey?

Here are some interesting mobile statistics recently released:

  • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  • 70% use their smartphones while in the store
  • 72% use their smartphones while consuming other media, with a third while watching TV
  • Mobile video traffic represented 49.8 % of total mobile data traffic at the end of 2010. Projections are that it will account for 52.8% of traffic by the end of 2011
  • Google recently report it sees 19% of all hotel queries conducted on mobile devices
  • The average amount of traffic per smartphone in 2010 was 79 MB per month, up from 35 MB per month in 2009
  • Tablet data usage per tablet was 405MB per month compared to 79MB per month on smartphone in 2010. That’s 5.1 times more

Here’s a chart of mobile-only internet users in 2010 with projections tio 2012 for Asia Pacific, Japan and Western Europe. For Asia Pacific, we’re likely to see a 2.76 fold increase in users accessing the internet only on their devices in 2011 and a 3.01 fold increase for 2012.

Mobile Only Internet Users 2010-2012

These numbers reflect the growing role of mobile devices in people’s daily lives. There is however a disproportionate growth in the understanding and integration of mobile into a brand’s experience mix in Asia.

Just like having a Facebook Page doesn’t equate to a social media strategy, having a mobile app or a website viewable on a mobile device isn’t a mobile approach. The role of social media and mobile need to be considered in the larger context of customer journeys and the points along that where either come into a customer experience. Specific areas to think about for mobile are:

  • What does your brand look like to them through their devices?
  • Is information they are looking for easily consumable or is your content meant only for online delivery to browsers on a PC?
  • How much does your brand’s mobile experience affect a customer’s journey towards or away from your brand?
  • How does mobile integrate into a longer and enriching relationship roadmap for both customer and brand?
  • What metrics, other than sales lift, are you looking for to measure the effectiveness of your mobile approach in moving customers closer to your brand in thier customer journey?

Answers to these question help ensure that mobile doesn’t become the shiny new toy tacked on to on-going initiatives because the latest research shows customers are spending a lot of their time on it. Key is to develop an approach that is holistic and thought through from a customer’s perspective along their journey with your brand.

Information sources:
http://googlemobileads.blogspot.com/2011/05/mobile-insights-19-of-hotel-queries.html
http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.pdf