Mobile missionary maven Benedict Evans recently made a case for why mobile is ‘eating’ the world. Simply put, mobile phone and app usage is quickly eclipsing PC and web usage, signaling that around the world people are shifting toward mobile experience. Its implications for the opportunities of the future are startling. Because multi-sensored supercomputers are highly sophisticated, there lies plenty of opportunity for mobile devices to add tremendous value to real-time experience.
To understand just how ubiquitous this pocket revolution is, here are some of the more shocking revelations about mobile’s growth:
1. Phone calls and emails make up less than 10% of how 11-15 year olds choose to communicate. Nearly 70% is through messaging apps and social networks.
2. In 1999, 80 billion consumer photos were taken. This year, 800 billion have been shared on social networks.
3. Smartphones and tablets sales today result in a little under 50% of all consumer electronic sales. That includes TVs and PCs. It was less than 10% in 2008..
4. More time is spent on mobile apps than on the web.
With mobile’s increasing popularity, its ability and flexibility to sense and capture experience on-the-go has begun influencing behavior. Although marketing may not be the first thing people think of with all of the possibilities on the table, it’s an arena that will continue adapting to the new normal. Experiential marketing is in the best position to take advantage of this shift.
As experiences live on the ground and in real time, without the ability to pause or pace as if reading a blog on a computer, consumers require new ways to leverage technology for richer engagement. Mobile enables these experiences to live beyond an occasion, by being handy in recording and capturing the event for today and tomorrow. It’s no wonder why photo-sharing apps have seen such incredible popularity! Mobile technology is enabling a way for people to capture and relive all experiences in ways that were not possible before.
As mobile sharing continues to become more of a standard than a privilege across the world, experiences will take on new meanings and angles. We know mobile technology impacts retail, consumption, and sports, but soon, the way in which we live and share experiences will also evolve, presently influencing the way in how we will value and create experiences in the future.
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