It may have already reached its peak or that historical moment when change begins. It may not have and the future still involves many movements and many new elements, growth rates and market shocks that will change (and more) things yet. The mobile has grown significantly in recent times and has become one of the keys to the marketing and advertising industry. Every time, the strategy of companies gives more weight to smartphones and their importance in our daily lives.
The mobile boom and the growing weight it has in how things are done to reach consumers can be explained by making use of data. One of the latest free list of cell phone numbers analyzes at Warc has focused on how mobile is doing, what its weight is among consumers and how the brand’s strategy will change. From what they point out, three transversal conclusions can be drawn.
We spend more and more time glued to the screens of our mobiles
To understand this reality, you only have to think about one piece of information: the amount of time we spend in front of the screen of our mobile devices has doubled since 2012. The data is also global, based on the gauges of the 12 guide markets that Warc uses to understand the state of affairs. Right now, the daily use of the mobile has been placed, on average, at 3 hours and 14 minutes. The forecasts also indicate that this amount of time will continue to grow more and more in the immediate future.
Warc forecasts are that in 2019 it will reach 3 hours 22 minutes and exceed 3 hours and 19 minutes that will accumulate the rest of screens (all types of computers and tablets, together). In fact, the network access data already makes it clear that a change is taking place. Virtually the entire global population has potential access to 3G. Against this, only 60% of households could access broadband and only half have a computer.
Consumers go mobile only and forget the computer
And so it comes as no surprise to discover the next big point from the Warc data. Consumers are more and more likely to use the mobile and less the computer. Forecasts suggest that in 2025 three out of four Internet users will only access the network through mobile phones. That is, your smartphone will be the only access point you will have to online content and services. Therefore, they will not need a computer to be able to connect to the network and enjoy what it offers them. Only 26% will continue to use a computer and mobile to access the network.
Part of this boom will be explained by the growth of access in emerging countries, especially as the prices of smartphones fall in those areas. To this will be added the deployment of 5G and its reaching a higher percentage of consumers.
All of this will become a data mine and will also underpin the growth of the mobile advertising market.
What will all this data imply? For companies, it will be a confirmation of the trend of migrating their efforts in the online strategy to mobile. Brands free list of cell phone numbers and companies will allocate more resources to the mobile universe, but they will also get much more benefit from it, since smartphones will become a powerful asset as a source of information and data on who consumers are and what they want.
Mobile advertising will grow significantly in the immediate future. Warc’s estimate of how much money mobile advertising will move for 2018 already spoke of the year closing with a global turnover of $ 125.6 billion. Although growth has been moderating in recent years after the frenzy of a few years ago (when mobile investment was growing at the rate of 80%), it will continue to grow in the coming years. The great element that will underpin that growth will be programmatic advertising. 62.8% of all online display spending in 2018 was already managed in this way and things do not seem to be changing.