Ofcom has reported* that 60 percent of teenagers and 37 percent of adults are addicted to their smartphone, and that the devices are beginning to affect social behaviour. Moreover, with 81 percent of smartphone users claiming to have their mobile switched on all the time, the opportunity for businesses to improve customer engagement via mobile – and build new revenue streams – is greater than ever before.
Recent research from mobile industry leader Kony** found that in spite of these glaring opportunities, UK retailers are failing to develop sound mobile strategies in response. David Eads, VP of product marketing for Kony, has made the following comments on how retailers can avoid missing out:
“This so called ‘smartphone addiction’ comes as no surprise – you just have you look around to see how many people are tethered to their devices. What is surprising is the lack of preparedness by businesses, particularly retailers, to truly capitalise on this lucrative opportunity.
“There is a huge discrepancy between business strategies and consumer preferences when it comes to mobile commerce, and as a result, new revenue streams are simply being ignored. With just 16 percent of retailers having a full mobile commerce strategy in place, the majority of retailers unfortunately need to rethink their strategies fast – and surveys such as this serve to increase the urgency. Unfortunately, this sudden realisation has lead to something of a mobile gold-rush, with many businesses clambering to claim a mobile presence as quickly as they can.
“With the sheer number of apps currently swelling the marketplace, and the ongoing platform battles further fragmenting the market, it is absolutely critical for businesses to differentiate themselves. The only way to do this is to develop a targeted, multi-platform mobile strategy that takes individual consumer preferences into account, whether that be native apps, mobile web, HTML5 or traditional SMS technology.
“With mobile becoming so integral to daily life, smartphone users take time and effort to choose their device. As such, any mobile offering should be developed with the same concern. A device-aware, future-proofed approach that takes advantage of the native features on any device will ensure that businesses consistently meet customer demand and stay ahead of the curve.”
Kony team
Ginnia Cheng and Lindsey Challis
Johnson King PR
Tel: + 44 (0)20 7401 7968
Email: kony@johnsonking.co.uk
* http://consumers.ofcom.org.uk/2011/08/a-nation-addicted-to-smartphones/
** http://www.johnsonking.com/library/Kony_Research_13_Apr_2011_FINAL.pdf
