Erick Bernard
Jan 24, 22 | 8 min read
How to do marketing in the mobile-first world
Reading time: 6 minutes
In 2021, according to App Annie’s State of Mobile 2022 report , people spent a third of their waking hours on their phones . That’s a solid 4.8 hours per day of app browsing.
What does that mean? A 30% increase in usage since 2019.
With that information, the question marketers and managers need to ask themselves is: How can we succeed in a mobile-first world , where consumers spend a staggering 3.8 trillion hours browsing on them?
We have some insights to share that may help you answer this question.
By comparing numbers from 2019 to 2021, we can see how users have behaved over the years and then think about the impacts or opportunities that could result from these changes.
So read this post until the end and find out everything!
The rhythmic melancholy of the pandemic
First, we have to consider the changes south africa email address that occurred in 2020 and 2021 due to the COVID-19 pandemic. We have seen an increase in mobile usage because the world has been our home for literally years.
Having devices closer together has kept people more connected, not just for entertainment. It has also influenced new work norms.
According to the report, the most searched commercial keywords on the iOS App Store in 2021 were related to video conferencing platforms, such as Zoom , Google Meet and Teams, along with scanner apps.
And, as we’ve said here before, remote work doesn’t sound like something that’s going away with the end of the pandemic. Many mobile usage habits that emerged with the pandemic can safely continue into 2022 (and beyond).
A quick overview of the global scenario
Let's take a broader look at the data report:
As for 2021, Brazil and Indonesia stand out with results of more than 5 hours on mobile apps . This is about 2 hours more than the last country in the research ranking, China, with a little more than 3 hours a day.
The United States ranked tenth with 4.2 hours per day (one hour more than Americans spend watching television).
Source: App Annie Intelligence / Note: Android phones
Social Media, Generation Z and Trends You Need to Know
If you're a big social media user, you've probably noticed the boom that photo and video apps are experiencing. It seems like every day there's a new trend, challenge, or viral content on Instagram or TikTok, especially when you look at Gen Z.
And the data backs this up: according to the report, 7 out of 10 minutes spent on the phone were spent on photo and video apps in 2021.
The recent generation of users (Gen Z) is much more connected and interested in sharing their lives on social media. Young people are responsible for generating a good amount of engagement on photo and video apps, much more than other types of apps.
Other segments such as gaming, finance and retail have also seen growth in app usage over the past year.
How relevant is that context for marketers?
Using data in your marketing strategies can be a great way to find problems and opportunities.
People spend a third of their day staring at a single screen. This means that marketers have great opportunities (literally) in the palm of their consumers’ hands.
But for that to deliver results, you need to find a way to make deliberate mobile usage a direct channel that connects your audience, from entertainment to business.
Having a mobile-optimized website is no longer enough. It is the bare minimum for any brand. People's attention to their phones is huge but also questioned. Getting their eyes to focus on your brand may not be such a simple task.
But we have some tips to help you with that.
Think of new channels
An important point in a marketing strategy is to understand the channels your audience is on. It has become clear that mobile usage is growing a lot worldwide. If you are not exploring digital channels very deeply, this has been almost mandatory in recent times.
Is it worth having an app for your business?
If your business has an app, you're probably closer to your audience than you think. Apps are great for collecting data about users, which helps develop more targeted strategies. There's also the benefit of sending push notifications and real-time offers, which increases the chance of engagement.
But be careful: there is no point in creating an app without any purpose. People are very picky about apps that compete for their phone's memory.
Yes, having an app can be a fantastic strategy, but it is not cheap, nor is it easy . To make it worthwhile, you must first ensure that it is consistent with your brand and, more importantly, have a purpose and meaning that is extremely relevant to your audience.
Collecting data is almost like collecting gold pieces
Having a deep understanding of your audience data is also essential for marketing strategies.
But you should know from the start that this mission in the mobile-first world is not so simple, especially after Apple 's update that requests user authorization to access app-related data to track the user or the device.
When we say that collecting data is like collecting gold, we mean it: it’s one of the most important resources for marketers today.
Plus, they need to be earned (you can't just "take" someone's data, that person needs to give your brand permission to use it in strategies). And mastering this can mean gold for your company.
In this way, the more information you have about your audience and market, the greater your chances of success in marketing initiatives, since you will be able to create specific actions according to the needs and interests of your potential clients.
For example, the report shows that young people are very active on social media. In this case, if you are looking for ways to reach this segment of the population, social media is a great channel.
Don't fall into the boredom of static text
Keep in mind that people are increasingly interested in audiovisual content. While developing content, try to attract attention with creative and quality images and videos, so that you can get your audience more engaged.
Interactive content is another way to keep your audience engaged with authentic materials that will stand out from the crowd, while collecting data directly from the user with every click.
A good example of this is TikTok, which is growing by 75% in usage rates every year. Trends going viral through the app during the pandemic were almost like discovering a new hobby.
Whether you're watching, dancing or doing other challenges in front of your phone's camera, a TikTok trend has probably caught your (and your customers') attention at some point over the past few months, thanks to its dynamic format.
