For the last few years, “mobile first!” has become the mantra among savvy digital marketers. But a mobile first approach seems to be more of an ideology than it is a standard in digital design. Recent research shows that marketers still invest in mobile as an afterthought or as a bolt on to more mainstream digital programs. For some reason, executives still need more convincing to properly fund and support mobile initiatives that span the entire customer journey not just pieces of it.
While mobile is often referred to as the second screen, the reality is that smartphones are really the first screen among connected consumers. It’s always within reach. And, it is the first place consumers go to communicate, research, and share. As of last year, mobile platforms accounted for 60% of total digital media time spent according to ComScore. And, mobile devices accounted for one in four of all online purchases as reported in IBM’s Digital Analytics Benchmark.
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