Direct Marketing News – Marketers Lag Customers’ Mobile Email Adoption
By: Direct Marketing News
2012 was the year that mobile devices issued a rousing wake-up call to marketers who had yet to appreciate mobile’s tightening grip on consumers— or rather people’s tightening grip on their phones. In 2012 the average American adult spent 84 minutes a
day engaged in non-phone activity on their mobile devices, twice as much as they did just two years ago and 50% more than in 2011, according toeMarketer. While online activity on home PCs begins to level off at nearly three hours, mobile activity continues to increase. In fact, research conducted by telecommunications provider Ericssonsays mobile data traffic doubled in the third quarter of 2012, and the broadband Internet company predicts that it will increase twelvefold between now and 2018.
Not long ago only executives on their Blackberries scanned mobile inboxes every 15 minutes. Now it’s every person with an iPhone or Android, too—half the U.S. population, according to statistics from telecommunications companies compiled by consultancy Chetan Sharma last summer. And forecasts are that it won’t be long before it will be every person. In its Q3 mobile marketplace bulletin, Gartner Research reported a global smartphone sales increase of 47%.
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