Local advertising is continually changing and mobile should be a big part of your plans going forward. Most often we think mobile is powerful because we envision consumers moving around a city looking for a dealer that sells your product. That certainly is one reason why mobile should be a part of your strategy. But, here is a study that will make you think a little differently about the need for mobile.
This chart is from Pew Internet study on “The rise of the Connected Viewer” and there you’ll read that a good percentage of consumers use their cell phone while sitting in front of a television.
Television’s solitary screen is being supplemented by multi-screen interactivity. Half of all adult cell owners (52%) have used their phones recently for engagement, diversion, or interaction with other people while watching TV. The Pew Research Center’s Internet & American Life Project measured the prevalence of these multi-screen viewing experiences by asking the 88% of American adults who are cell owners whether they had used their phone to engage in several different activities while watching television in the 30 days preceding an April 2012 survey. We learned that:
- 38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching.
- 22% of cell owners used their phone to check whether something they heard on television was true or not.
- 6% of cell owners used their phone to vote for a reality show contestant.
- Three more questions were asked of the 57% of cell owners who download apps, use the internet, or use email on their phones:
- 35% of cell owners who use the internet, email or apps on their phone used their phone to visit a website that was mentioned on television (that works out to 20% of all cell owners).1
- 20% of cell owners who use the internet, email or apps on their phone used their phone to see what other people were saying online about a program they were watching (that works out to 11% of all cell owners).
- 19% of cell owners who use the internet, email or apps on their phone used their phone to post their own comments online about a program they were watching(that works out to 11% of all cell owners).
So in addition to helping your retailers build mobile sites so they can address consumers who are “showrooming” and to reach consumers who are literally driving around looking for your product, think about consumers who may be sitting at home watching tv and surfing via a smartphone.
The best way to help your retailers reach these consumers is to enable them to build mobile landing pages on your online ad builder. Let a dealer enhance your product information with their local input, then host and maintain the mobile landing page on their behalf and you have a great system for reaching mobile and not so mobile consumers. It’s a cheaper, better and faster way to reach today’s shoppers.