It's the Smartphone, Stupid!

It’s the Smartphone, Stupid!

In Build Support, Strategic Planning by lisavgray

64% of Americans are always online, and they have their super-powerful computer in their hand most of the time. Make sure your content is mobile enough for them![Updated July 17, 2015] The Pew Research Center issued a report last week on America’s favorite toy and tool, the smartphone. The headlines:

  • In 2014, 64% of American adults owned a smartphone, up from 35% in the spring of 2011. Smartphone ownership is especially high among younger Americans, as well as those with relatively high income and education levels.
  • 15% of Americans own a smartphone but say they have a limited number of ways to get online other than their cell phones.
  • 10% of Americans own a smartphone and do not have any other form of high-speed internet access at home.

This Pew Report came out while I was attending Charlotte’s first annual Digital Summit, a gathering of marketers and designers and coders from across the region who have already begun thinking differently about the digital representations they make to their customers. They all start with the realization that marketing is now “mobile first” or on-the-move. Your customer is researching your products while in line for coffee, and while in the school carpool line, and while standing in the television aisle at Best Buy – so how do you look? Here are some Digital Summit concepts to build into your planning:


The days of “going online” are done. 64% of Americans are always online, and they have their super-powerful computer in their hand most of the time. How up-to-date is your website content? How often are you checking your social media profiles for conversations to join? How far ahead of you are your customers?


Are you delivering fast results with your digital offerings? How long does it take to buy those tickets; confirm eligibility; sign-up for that newsletter; compare those prices? Does it work fast? Can I read it on a small device? Are the buttons large and prominent? Why not?


Only geezers use the term “click” these days. For 15%+ of Americans, their smartphones are the primary online devices they own. Touchscreens don’t need mouses and their clicks. Tap & Go is the new call-to-action.


As data plans expand, and as usage is on-the-move, video is the quickest and easiest form of information exchange. If a 90-second video or a live Meerkat broadcast can replace 300 words, make it so. Just be sure to check those analytics and adjust your video efforts accordingly.

Digital marketing is a moving target, to be sure. But if you are connecting online with customers and prospects, understand that they’re probably coming to you (for now) via their smartphones. Are your online offerings smart enough to make the sale?

AND ANOTHER THING (posted July 17, 2015): Google (and a few other prominent companies) seem to agree it’s all about the smartphone. Read this quick overview from The New York Times…