The Future of Mobile is Now
When it comes to seeking immediate gratification for personal communication and entertainment, mobile technology is the new norm. From tots to boomers, all age groups and 75% of Canadian households use mobile phones. For teens and tweens unable to afford data plans, the iTouch and other wifi-enabled devices offer a quick internet fix and addictive applications.
So as marketers, how do we stay on top of trends and reach target audiences quickly and easily?
The answer lies in pint-sized form: mobile marketing. Canadians are very interested in communicating with their friends through mobile. At LIPSO Systems Inc. we have learned that in addition to providing multi-channel solutions, data driven consumer insights are what matters to customers the most.
In 2009, 35.3 billion peer-to-peer text messages were sent in Canada, which is a 70% increase from 2008. As this trend grows, year-over-year commercial marketing campaigns become more integrated with mobile solutions to extend branding efforts into the social media landscape and reach consumers anywhere and anytime.
Beyond texting, Canada’s overall wireless revenues totalled $15.9 billion in 2008, and half of all phone connections in Canada are now wireless. Most interesting of the Canadian mobile trends are voice revenues, which are declining per subscriber, while the industry still grows in double digits. 2009 saw a 35% growth rate thanks to data plans, which are now housing hundreds of thousands of app options, interactive games and mobile versions of users’ favourite websites.
When it comes to hardware, Canadians are shelling out for top-of-the-line iPhones, Blackberries and exploring the open-source movement with various devices supporting the Android operating system, making wireless phones among the fastest growing consumer products in Canadian history. Thanks to all this data use, the retail industry is seeing a significant bump in web traffic. 46% of North American consumers use their mobile phones to compare prices while they’re shopping in stores, and mobile web shopping has increased 40% in the U.S. since October 2008.
While these numbers are compelling and speak to the need for all organizations to explore opportunities on mobile platforms, the underlying reason to integrate mobile into your marketing communications strategy is the same reason we rely on media relations, events, in-store promotions and print advertising.
As a nation of storytellers, Canadians’ history has been marked by challenges to overcome geography, adverse weather and other political and cultural differences to tell our stories. Over the past twenty years Canada has established itself as a leader in communications networks and technology, and it is no surprise that Canadians are eager to receive information, interact and transact on their mobile phones.
Christian Trudeau, President, Transcontinental Marketing Communications
LIPSO
