Smartphone and tablet usage has exploded, but marketing plans have not necessarily changed radically to reflect this, according to a recently released white paper.
Digital media analytics company comScore’s Digital Future in Focus is based on U.S. data collected from its suite of analytics tools and outlines a plethora of trends that it sees impacting how we should be thinking about connecting with consumers and helping them access services or buy products more easily.
In the four years since 2010, usage across smartphones and tablets has grown 395 percent and 1,721 percent, respectively. What’s not apparent for many marketers is the way we use devices is very different compared to a static desktop computer. So any mobile experience has to be tailored to each device and any spend on advertising has to take into account the context a user might operating in.