The number of smartphone users is getting bigger right now. Asia-Pacific actually has more than 1 billion smartphone users; this number will reach 2 billion by 2020. We can say that this number is the powerful number in advertising. 2017 is set to be a big year for smartphones. We always have new smartphones to look forward to. By the end of 2017, 75% of internet use will be through smartphones and tablets and those browsing through desktops will be a minority.
In Indonesia, most of the internet enthusiasts are Gen Y and Gen Z. They access the internet for social media, making a call or chat, listening to music, watching movie/tv series, even purchasing something such as product, ticket, etc. This kind of insight actually changes the habit of the audience, if we compare to couple years ago. What are the impacts of this mobile penetration?
1. Different Prime Time
In television era, prime time was started after the working hour. While in the smartphone era, prime time is in the morning (after waking up) and before sleeping at night. But we almost can’t be far from our smartphone. Mobile is now an integral part of consumer lifestyle with 45 percent of all screen time spent on mobile devices, making significant ground on traditional TV viewing. So we can say, mobile penetration is bigger day by day because we keep using the smartphone for daily usage.
2. Vertical Video
Instagram, snapchat and other video platforms trigger users to upload vertical video because the majority who access the platform use smartphone. When users have to rotate or tilt their device to view content, the drop-off rate instantly goes up. The vertical video presents you a more natural viewing experience, so it is no wonder that there is an increase in views, interaction and also engagement. Content comes in a more user-friendly format.
3. Precise Target
Mobile nowadays is the most measurable medium for mobile marketing because we can target very precise audiences. In app for example, audience put their data and social media. This data is actually very important to be used, to spread the newsletter or any other promo. We can set the strategy to gain the highest Return of Investment according to our specific target audience. The key power is we can understand the consumer behavior at best.
10 years ago, people only saved their money in the bank. But now, people save their money in e-wallet, for example, GoPay by Gojek, Dompet Bukalapak, or Saldo Tokopedia. They believe so much with these apps so they put some of their money in the apps. Digital payments and wallets are becoming mainstream in Asia Pacific. Brands also engage the users in putting the money in their wallet by using promo, for example, you can get 50% discount if you purchase something by GoPay.
5. Virtual Reality
Welcome to the age of Virtual Reality, while there are a lot of app use an immersive screen and its unique content. Pokemon Go, the famous game that uses virtual reality, that is played by a lot of gamers. There are going to be massive implications for categories such as gaming, travel, shopping, and many others. Marketers are predicted will build bridges to VR.
Mobile is the channel that delivers consistent value for today’s consumers. But the thing is advertisers must consider the relevant devices in the mobile device ecosystem. Maybe you can use VR tools, smart watch or even sport tracker to support your mobile marketing. User experience must be anticipated, envisioned, and tested to prevent any disconnection. But in the end, these trends can affect much the mobile marketing you have set before.