Rising Smartphone Use and Social Media Effects

Let’s look at these baffling statistics.

  • Over 66% of Americans are Smartphone users, and for many of these people, their Smartphone is the primary internet usage device.
  • According to internetworldstats.com, English is the most widely spoken language on the internet, accounting for more than 948million users.
  • There are currently more than 1 billion smartphone users worldwide and over 2.5 billion apps available across android and apple ecosystems.

“My Smartphone has caused a tectonic shift in the way I approach life and consume media,” says Timothy Westerly, a Florida based marketing specialist.

According to data available on internetworldstats.com, as of June 2016, 89% of North America’s total population, some 360 million people, accessed the internet and of those more than 60% used a mobile device, as opposed to desktop computers which at one time served as the main device used to access the internet. Smartphones and similar devices are in essence fully featured pocket-sized computers, with full internet search facilities plus all major social media platforms, analysts say this externalization of data affects how the brain handles all the information available to us today.

Altering the how the brain works.

The authors of a study published in the August 2011 issue of “Science” conclude that constant access to data via the internet and social media is changing how the brain retains and recognizes information. Essentially internet connected devices are serving as a kind of external memory for a human being, the brain now no longer having to internalize the vast wealth of information available to it, only remember where and how to access that data when the need arises.

In the 2010 TED Talk, “We Are All Cyborgs Now,” Amber Case argues that internet connected devices and their always-on internet connectedness, have become more than just devices, but rather a constant connection to an online pervasive digital world, of social interaction and knowledge, encompassing the entire globe. A digital extension of ourselves similar to an extra digital limb.

“This is the first time in the entire history of humanity that we’ve connected in this way,” she says in a transcript of the speech. “And it’s not that machines are taking over. It’s that they’re helping us to be more human, helping us to connect with each other.

“We’re just increasing our humanness and our ability to connect with each other, regardless of geography.”

In 2012, Time Magazine and mobile technology company Qualcomm conducted a joint survey of 5,000 Smartphone users of all ages and income groups across eight countries. They asked respondents how Smartphones had changed their lives, and the most common response among the group was that smartphones had allowed them to become more interconnected, to stay in touch with friends and family across great distances, while also being better informed about the world around them. Over 75% of respondents agreed that this change was for the better, with a mostly positive outlook.

Benefits

So how does all this benefit social media marketing? With around 50% of the world currently connected to the internet and around 75% of members on social media platforms, with the vast majority accessing social media via their Smartphones, it now means that getting your product or service across to customers has become instant and a good idea can spread like wild-fire.

Smartphone usage has caused a huge change in the way people access the internet and with all of them having the capability to access social media platforms, people now have an immediate and portable method of staying connected at all times. This has fundamentally changed the way people enter into the buying proposition, consumers are now able to, in real time, access global pricing and product information, it has made the average consumer vastly more knowledgeable about the products and services they wish to obtain. While at the same time it has allowed companies to have the ability to push reminders and information to consumers in a way which was never before dreamt of. Many companies are now putting QR codes on product packaging, for individuals to access the company website or online services with their smartphones. Retailers use QR codes to facilitate consumer interaction with brands by linking the code to brand websites, promotions, product information, or any other mobile-enabled content. Furthermore, real-time bidding used in the mobile advertising industry is high and rising because of its value in an always-on, interconnected world.

Mobile Ads Have Huge Potential

In 2012, Nexage, a provider of real-time bidding in mobile advertising, reported a 37% increase in revenue each month. Adfonic, another mobile advertisement publishing platform, reported an increase of 22 billion ad requests that same year.

Smart devices connected to the internet are also influencing the way in which consumers interact with media, which is altering the entire media landscape, no more are people glued to the television as per previous decades. With mobile devices, consumption is fluid, traditional media has moved from a static television set to things like YouTube and Netflix which can be accessed everywhere with your device. This has had a massive impact on TV ratings, and consequently advertising revenues and where and how to advertise. In the United States, more than 100 million users access online video content via mobile devices. Mobile video revenue consists of pay-per-view downloads, advertising, and subscriptions. According to statista.com in 2016, 56.1% of logged in internet users were using smartphones, projected to rise to 63.4% by 2019.

Therefore, it is clear to us, the rise of the Smartphone use is a paradigm shift, potentially offering us a constant, pervasive, point of contact with the end user of our products via social media platforms.

ITTIZ marketing provides all the solutions necessary for effective social media marketing. Creative original content development, engagement, quality feedback and more. 

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