Mobile Gets You Everyone
Let’s talk about the importance of good mobile technologies for live entertainment marketers. We’ve been investing in it for years because mobile technology via smartphone is the dominant consumer platform and will be for at least 5 or 10 years.
Compared to desktop computers, mobile is relatively new, and as a result, those adopting it first tended to be younger than those adopting it later. But at this stage, we are not at the beginning of the adoption curve for smartphones. We’re much nearer the end (where everyone has one) than the beginning (where nobody has one).
According to Pew Research Center, 95% of Americans own a mobile phone and 77% of those are smartphones. In other words, even the late adopters have adopted for the most part at this point.
The mobile revolution is over and smartphones won.
So what’s the connection between younger demographics and good mobile technology? There’s a potential misperception that I sometimes hear marketers fall victim to: that you build mobile technology to get a younger audience. That’s not quite right, and the difference is important.
You don’t build mobile to get younger audiences. You build mobile to get everyone, but without a good mobile presence, your chances of getting a younger audience is zero.
In other words, you can definitely lose younger people without mobile, but you don’t build mobile to get younger people. You build it because that’s what everyone is using.
If you had to choose between mobile and desktop — assuming your audience isn’t limited to the oldest demographic — you should choose mobile. A while back, I pulled the stats for sales on Goldstar among the 65+ demographic, and just over 20% of sales even among that group were on mobile … and that number’s only going one direction!
Our strategy is straightforward: Make sure Goldstar is available where the people are. Currently, they are on a mix of the desktop web, the mobile web, apps, email and social media. If and when that changes, the right move will be to change with it.
Design, build and sell accordingly!
Read the first article in this series: Be Where the People Are (And the People Are on Mobile). And read part three here: Small Organizations Need Mobile, Too.