Time spent on smartphones and tablets exceeds PC time for the first time in history
Source: Marketer.com, March 14, 2014
By Niall Cook | Business 2 Community
According to eMarketer’s estimates, the amount of time spent daily by US adults with smartphones and tablets exceeded that spent with PCs for the first time in 2013, albeit by only 2 minutes. And whilst growth rates for time spent on internet activities on desktop and laptop computers have seen little change since 2010, smartphone and tablet time looks set to accelerate further in 2014.
Summary: Mobile is no longer optional.
The always-on consumer requires always-on marketing, raising expectations about the speed at which brands will respond to query and criticism. Consumers expect instant interactions via their preferred channels, whether that’s a special offer, and answer to a customer service enquiry, or the processing and delivery of products purchased online.
The growth in mobile usage and ubiquitous connectivity means that consumers are “always in the consideration phase for something and rarely more than a tap away from jumping from a physical store to a virtual store, or from one online merchant to another.” Mobile commerce – or mcommerce – will account for an estimated 24% of all retail ecommerce sales in the UK alone in 2014, rising to 35% in 2017.