Mobile taking up increasing portion of consumers' down time
Published October 03, 2011
Ad agencies that are designing digital marketing campaigns may reach more consumers if they include a mobile aspect to the mix, findings from a new survey suggest.
CA Technologies commissioned a study that found due to the prevalence of mobile devices, users of smartphones and tablet computers are taking the usual "dead time" - the equivalent of about five and a half weeks - and using it more productively.
Those approximately 38 days could offer a host of opportunities for marketers to reconnect with customers and convert new ones.
"This study is a 'wake-up' call for businesses to recognise the importance of Mobile Economic Time, as consumers and knowledge workers use their smartphones and tablet PCs to engage with brands and increase their productivity," stated Kobi Korsah, product marketing director of CA Technologies, EMEA. Korsah added that if companies want to optimize this time while also increasing sales and deepening the customer relationship, they will have to keep tight control of where and how they allocate marketing dollars.
According to CIO magazine, this growing focus on mobile will mean that the heads of information technology and marketing will need to work together to expand their market presence.