Explanatory Video: The Mobile Web Revolution

Internet usage on mobile devices such as smartphones and tablets grew enormously in 2011 and is set to grow even more in 2012 and beyond. The transition to increased mobile web access is having a dramatic effect on how consumers interact with brands. This explanatory infographic video is a teaser for brands to become more aware of how changes in consumer internet use will effect how brands communicate with consumers.

[youtube]http://www.youtube.com/watch?v=TRB__lVXxHs[/youtube]

 

Acknowledgements and sources

 

Transcript

For years, consumers have gotten information about brands and their products by sitting at a computer and going to the brand’s website.

But social networks changed how consumers get their information about brands and their products, and now, another change is happening, that, combined with the social media revolution will bring massive change to how consumers interact with brands.

In the Social Media Revolution, consumers gained enormous control through their ability to have conversations with each other about products and brands via blogs and social networks like Facebook and Twitter.

The Mobile Web Revolution is setting up to leverage that power by distributing it even more across new channels and devices in the hands of consumers anywhere, anytime.

The days of going to the Internet by sitting at a computer, looking at a brand’s website are numbered. Increasingly, we don’t “go” to the Internet anymore. It’s integrated into our lives. Our connection to the Internet is moving from the desktop to the pocket, and as it does, the context in which we access the web is radically changing.

1.3 Billion people already use the mobile Internet and mobile browsing is set to skyrocket in the next few years. By 2013, the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 Billion units, surpassing the total of 1.78 Billion PCs.

This ability to access the web anytime, anywhere is already having a dramatic affect on consumer behavior.

  • 81% of smart phone users use them to browse the Internet
  • 48% use them to watch video
  • 63% use them to access social networks
  • 80% use mobile during miscellaneous downtime
  • 76% use mobile while waiting in line or for appointments
  • 79% for help while shopping
  • 62% while watching TV

As consumer web access becomes more mobile they interact differently with your brand, 26.5 They are typically on the go, in an unpredictable environment, often distracted, interested in quick, glance-able information, and focused on discrete individual tasks.

How can brands adapt to this mobile revolution? Here’s some Ideas:

  • Move into the mobile space
  • Focus on content first
  • Keeping context in mind
  • Design for mobile before desktop
  • Learn to create distributed content & experiences quickly and responsively
  • Content shouldn’t just sit idly on a corporate website and Facebook page.
  • It flows through a distributed ecosystem of touch points, utilities and conversations across many channels and available on a wide diversity of devices
  • Consumers will interact with brands at different points in the day, wherever they are, rather than a destination they consciously visit.

It’s the Mobile Web Revolution, and it’s happening with, or without you.

 

 

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