Mobile, mobile, moblie—it’s the biggest trend and most-talked about disruption so far in 2013. But are you doing it all wrong?
A fascinating infographic from the Harvard Business Review makes a good case for how marketers are missing the boat when it comes to mobile users.
A study conducted in collaboration between AOL and BBDO suggests that most users are not engaged with mobile on-the-go. Instead, 68% of mobile users are engaged with that technology at home.
Even more interesting: 46% of all mobile interactions are defined as “me time.” In other words, mobile users are watching movies, playing games, using apps—or window shopping “for fun.” Those activities account for about 864 minutes per month, per user, on average. Only 12% of the total monthly minutes are spent doing purposeful shopping.
The other mobile activities are:
- Self-expression (hobbies and interests): 1 percent
- Discovery (seeking news and information): 4 percent
- Preparation (planning for upcoming activities): 7 percent
- Socializing: 19 percent
- Accomplishing (managing health, finances and productivity): 11 percent
Where you might be missing an opportunity is engaging users during this down time.
Offering up apps that provide location-based information is a great way to drive in-store conversions for shoppers who are on the move, but offering features that grab some of that “me time” may net you the same result—a sale.