What good is it to win a round in the fight for consumer attention in the shift in digital media consumption to mobile just to fall short in the next round in the fight for consumer adoption?
This is a follow-up from one of the blogs I published about how your business can win in your market without increasing ad spend.
In this blog, I reveal how the concentration of consumer attention to mobile has resulted in a crowded mobile marketplace and consumer app fatigue that has increased consumer bounce rates, cart abandonment, and frustration, and subsequently a decrease in conversion rates and lost sales.
The truth is that consumer attention is the first step in the customer journey towards the end goal of consumer acquisition. Now what happens in between is called consumer adoption. Consumers need to adapt the free version of your product or service, before they upgrade to a paid version.
If the perceived value of your product or service does not meet the actual value in the adoption phase of the customer journey, odds are your conversion rates to a paid version where customer acquisition happens are not going to be that great.
The key performing metric (KPI) to measure consumer adoption of your product or service is app usage habits. Based on data collected from comScore’s Mobile Metrix, mobile users spend half their time on their #1 most used app versus tablet users spending almost ⅔ of their time.
This usage habit is very consistent across all age groups of mobile users, which shows strong consumer adoption. But, almost 100% of all app time spent by mobile users is in the top 10 mobile apps by number of active users. These usage habits measured by time spent further affirm Google’s and Facebook’s domination of mobile, which I wrote about in a previous blog post.
Out of all mobile users age 18-34, 56% of them use 20 apps or less in a month, versus 61% of 35-54 year olds, and 71% of those age 55+. Although this data reveals strong mobile consumer adoption, it also shows how that adoption is concentrated in the few top apps in the marketplace.
Furthermore symptoms of app fatigue are present in all mobile user age groups as they rely on folders to organize the high number of app on their phones.
These symptoms in app fatigue present a challenge for small businesses as we try to make our mark in a competitive and crowded mobile marketplace where mobile user usage habits are concentrated in the few.
Most mobile users keep their #1 most used app on their home screen, as seen in the graph below, 66% to be exact. This shows further concentration of consumer adoption.
The positioning of apps on the home screen by mobile consumers is strategic, and frequency of use is the top factor influencing that decision.
Later in this blog I will show you how this consumer behavior directly correlates with consumer adoption, and how your business can benefit from it.
Mobile users rely on apps and have the urge to constantly check. This shows the importance of apps in people’s lives, especially to 76% of millennials who say their smartphone would be useless to them without apps according to a custom survey conducted by comScore.
Another survey conducted by comScore revealed that in 2017 43% of mobile users agreed to receiving push notifications once requested by the app. This data shows a 16% jump when compared to 2016, after a 6% decrease from 2015. Although this reveals a decrease in push notification fatigue, it also means that with an increase in digital mobile consumption there’s also a greater need for people to stay connected through apps.
Now you know how app fatigue might be significantly hurting your business in a crowded mobile marketplace, how consumer usage time influences the positioning of apps, and how signs of app addiction is directly correlated with reliance of them.
But what does all this mean to businesses who might not even own an app or be in the mobile space? Everything.
If you don’t have a mobile presence where your customers are spending most of their time, then you’re at a disadvantage when compared to your competitors who are going mobile.
Luckily for you, in order to go mobile you don’t need to hire a full-fledge development team, a mobile marketing strategist, or even come up with an idea worth pursuing.
Here’s four things you DON'T NEED in order to go mobile right now:
Here’s what you DO NEED in order to go mobile right now:
It has never been easier for your business to go mobile. The reason why your business doesn’t even need an app in order to reach mobile consumers is because you can easily leverage the consumer adoption of apps that are widely used around the world.
If you don’t, then you’re missing out on a significant increase in consumer adoption of your product or service because this is exactly how your business can stand out in the ever-growing mobile app marketplace - without owning an app.But how do you do this exactly? Stay tuned, that’s coming up next!
If you’re reading this it’s because you own a product or provide a service to your customers, which means you have a business and an audience. This must be true otherwise you wouldn’t have read this far, but hey if you’re dreaming about a business idea then that’s OK too, you’re welcome here.
Here’s three reasons why your business will start winning by leveraging untapped and underused channels of communication:
This is how you can significantly increase consumer adoption of your product or service.
And you can now do so without reinventing the wheel by using an app called Messages, which comes pre-installed and located in the front screen of every smartphone, and unlocks a potential reach of 4+ billion people worldwide.
Up next, I will share with you how your business can do this starting today before I summarize the key takeaways of this blog.
Today, your business can start leveraging the most untapped, underused, and cost-effective channel of communication by small businesses - SMS text messaging.
Utilizing this channel for marketing purposes allows your business to leverage consumer adoption and indoctrination of an app loved and used on a daily basis by your ideal customers. In fact, Messages is so commonly used that it comes pre-installed and positioned on the home screen of every smartphone, and it can’t even be deleted.
With ReplyBuy you can natively reach your customers where they are spending most of their time, outside a mobile app marketplace, and on an app that doesn’t require a new learning curve.
But wait, there’s more! Not only can you natively send marketing campaigns to your customers via Messages with ReplyBuy, you can also collect instant payments with our automated SMS payment processing triggered with a simple text.
A short string of text “BUY” collects data from your customer’s personal profile to power repeat purchases within an average of six seconds.
Are you ready to turn simple conversations into seamless transactions?
Here’s how we do it:
No forms to fill out. No links to click. No apps to download.
Today ReplyBuy powers purchases for hundreds of businesses and has generated millions of dollars in new revenue.
Will ReplyBuy work for your business? Get Started Now.
To summarize and wrap up this blog, here are some of the key takeaways:
P.S. If you're NOT using SMS text messaging in your business already then you're missing out big time because text messages are the new email.
It's never been easier for your business to unlock 4x engagement and conversion rates when compared to email, phone calls, and social. What are you waiting for?
Want to get started with ReplyBuy? Yes, I Want To Get Started Now.
Josue Sanchez is the CMO at ReplyBuy. When he’s not growing, he’s encouraging and empowering others to grow. You can often find him listening, studying, observing, and analyzing people to find out what they like and love, and how they think.
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Why Text Messaging Is The New Email
How To Decrease Mobile Cart Abandonment
9 Ways Businesses Can Use Text Messaging For Marketing
Why Your Business Needs To Go Mobile To Thrive Not Just Survive
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