No Matter Where Your Customer Is…

Not so very long ago, we associated mobile use exclusively with being out-of-home.  After all, why would you need a mobile at home when your landline was at-hand?

We know more and more households (now 1 in 4 according to the CDC) are going “mobile-only.”  This story has always implied simple substitution of one device for another. 

But the narrative is actually more interesting than landlines going the way of the thatched roof. 

Agency Initiatives, surveying 8,000 mobile owners in Italy, Sweden, U.K., U.S., Australia, China, India and South Korea, found that 60% of mobile use takes place in the home.

Even factoring in landline substitution use among 25% of Americans, this is a startling statistic.  More astounding yet:

• 50% of respondents reported surfing the mobile web while watching television or listening to radio
  
• Over 30% browse the mobile web at home as they use their PC, or read newspapers or magazines
  

Too often mobile is considered an also-ran, a leading-edge initiative or an experimental “toe in the water.”  But clearly mobile should be considered an adjunct to any tv, radio, or print campaign, leveraging messages and engaging consumers further. 

Image credit: Alan Godfree, Creative Commons License