By Sandra D’Souza
If there is one thing you couldn’t live without, what would it be?
You’ll probably answer this question with something practical like “food and water,” “shelter,” or “money.” After all, these are considered necessities and it is quite impossible to survive without eating and drinking or not having something to buy food and water with. Today, however, it seems that these basic necessities are not the only things most people cannot live without. If you ask your friends or your acquaintances the same question, chances are, at least one of them will tell you that they won’t survive a day without a smart phone or other similar device.
Today, we live in an era where most people are online. You only need to take one look around you to see almost everyone logging on to the Internet through their smart phones, PDAs, e-readers, and tablet PCs. In addition, it is very rare to see business establishments, particularly restaurants and coffee shops, that don’t offer complimentary wireless Internet these days.
Australia’s Growing “Mobility”
This trend only shows that Australia’s communications and media market has changed dramatically over the last few years. According to a report by the Australian Communications and Media Authority (AMCA), in June 2013, approximately 7.5 million Australians accessed the Internet through their mobile devices. This was an increase of 33% from June 2012 and a staggering 510% since June 2008. It was also revealed that 11.19 million people across the nation had a smart phone in May 2013, up 29% from May 2012. And for every 100 Australians, there were 133 mobile phones in the country in 2012.
AMCA Chairman Chris Chapman said if you’re going to take a closer look at the report, it seems that Australians are adapting “reasonably and seamlessly” to an Internet-enabled world. “(Internet) usage is up, choices and platforms are growing, mobility is all-consuming, and our online experience is getting deeper and more intense, as we do more and more activities via the Internet,” he added.
The advent of smart phones and other mobile devices with Internet capabilities has given consumers around the world the opportunity to shop anywhere, even at the comfort of their homes. As such, many people are taking advantage of this opportunity and are choosing mobile shopping over traditional in-store shopping to save time, money, and energy.
Take note, however, that shopping is not the only activity people do on their mobile devices.Research has shown that in the United States, before the annual Black Friday shopping spree, buyers are using their mobile devices to determine a store’s operating hours, location, contact details, and directions. Many of them are also using their tablets to identify the key qualities and specifications of a product before actually making a purchase.
And if you think that consumers leave their mobile devices alone and forget about them the moment they step into a store, think again. Because most people want to make sure they will get a bigger bang for their buck, many of them are still accessing their smart phones and tablets in-store to check product reviews and price comparisons before making a decision.
As the saying goes, “nothing is permanent in this world except for change.” From a marketer’s or business owner’s standpoint, times are indeed changing, especially when it comes to reaching out to potential customers. With tech companies like Apple, Samsung, Blackberry, LG, and Sony producing smart phones and other Internet-capable mobile devices every year, it looks like mobility is here to stay and will continue to play a prominent role in consumers’ lives.
And since many people find, review, and purchase from mobile devices every day, it is very important for businesses to incorporate “mobile marketing” in their overall outreach strategy. As such, it goes without saying that they can no longer solely rely on traditional and online marketing methods if they want to attract more clients, generate more revenues, and trounce the competition.
This article originally appeared in http://www.learnmarketing.com.au/digital-marketing/why-business-owners-should-consider-mobile-marketing/