They say that admitting that you have a problem is the first step. Here goes nothing:
Somehow though, I don’t think that’s going to change anytime soon. No matter how much I acknowledge it.
And I’m not the only one. As a nation, we Australians love our smartphones.
In fact, Australia has the sixth-highest penetration rate of smartphones in the world.
Now I could sit here and bore you all with the facts and figures about how we as Aussies use our smartphones.
Or, I could let this little infographic that I whipped up do that for me instead (and who doesn’t love a good visual!?).
These are just some of the insights from Google’s report on Australian mobile behaviour (if you want to read more in-depth you can find the report here).
What shocked me the most though, was how low our mobile ad spend is compared to what’s spent globally:
Global ad spend is 14.2%; Australia’s is estimated between 5-10%.
For a country so in love with its smartphones, it doesn’t seem right.
However, this could be set to change very soon.
Google has made the announcement that it will penalise websites that are not optimised for mobile devices.
Basically it means that if your website is not mobile-friendly, your search engine ranking will take a hit.
And when Google lays down the law, marketers best pay attention.
Around 86% of consumers don’t go past the first page in a Google search.
If consumers can’t find you on that first page, chances are they’re not going to keep looking. You want to make sure you’re on that first page.
So what does it mean for marketers?
- Don’t wait to drop from the ranks, optimise your websites for mobile users
- More brands need to make mobile a central part of their strategy
- Make your brands easily accessible from mobile platforms; don’t make it difficult for consumers to engage with you
- Apps can be a great way to extend the consumer relationship beyond the transaction. Think about potential benefits rather than just making a sale. For example, a brand of cooking oil could create a cooking app with handy tips and recipes. It’s about finding ways to make yourself valuable, and extending the conversation
Personally I think Google is wise to give businesses a nudge towards optimising for mobile devices; good for them and good for us.
Let me know in the comments –
- What do you use your smartphone for the most? Entertainment? Research?
- Do you, or would you, make an online purchase from your phone?
- If not, what’s stopping you?
Until next time,