Have you thought about how much time you spend on your mobile? If you add up all the minutes a day, you’re probably only using your mobile for just over 2 hours a day. After all, smartphone battery life only lasts for about 4 hours before it becomes a brick. Your life is still pretty much grounded in the offline world. For the remaining 22 hours of the day, your offline life is still very much mobile-free.
Stating the obvious - mobile usage is growing rapidly In some parts of the world, over 70% of people use their smartphones during their work commute. That means they’re not paying attention to all the various advertising hoardings on the subway, bus, or train – which used to be quite prime advertising real estate as brands were assured of “forced impressions”.
83% of smartphone owners are using their device while walking on the streets. That means they’re not noticing the huge giant flashing billboards at Piccadilly Circus or that creative advert wrapped around that black cab.
27% of all photos taken nowadays is done using a smartphone camera. On Flickr, a photo sharing site, the iPhone 4 is the most popular "camera" in terms of pictures uploaded. At the London Olympics this summer, will tourists pay more attention to the golden arches or an official sponsor, or that brand advertising in-app on their smartphone?
On the sofa, 40% of people use a smartphone or tablet while watching TV. Even product placement within the show is now no guarantee that you will get a viewer's attention!
Can brands really truly say that they are engaging with consumers through these offline channels anymore?
But where are we moving towards? We are moving into a world where we are spending more and more time on our smartphones and tablet screens. If you thought the domination of Facebook of time spent online is scary, that’s nothing compared to what Android or iOS will be in a few years. Facebook users spend about 20 minutes a day on it. Smartphone usage has already far surpassed that metric (over 2 hours).
And there’s more to come – Google Glasses has demonstrated the next-generation of “mobile”. Augmented reality glasses, delivering information to you 24/7 via the Android platform. Interactions in the real world will be managed, augmented, and enhanced. A person’s brain used to do all that. But now we’ll have intelligent software to do it for us.
Another new Google product, Google Now, aims to provide a personal assistant service that is smart enough to not only know your location, but your habits and what you are doing next. For example it warns me of travel delays, even before I start my commute to work.
It is not inconceivable that one day, everything we do, either offline or online, will be processed, filtered, and directed by a mobile platform.
For consumer facing companies, this will mean that the future is very much mobile. Forget about the current social media hype – that’s built for a browser-based, PC environment.
How is your company preparing for this future “smart mobile” vision? Have you started to build and join all the blocks in place?