Posted in Business
In 2008, a tech analyst, Mary Meeker, predicted that mobile would take over the business world as the preferred choice of the consumers across the board. Mary Meeker was right because in 2014 mobile usage overtook PC and has continued its upward climb to this day.
As of July 2015, mobile digital media use in the country is higher at 51% compared to desktop. When Flurry, the mobile analytic company owned by Yahoo! released their 2014 year-end report, it detailed just how mobile apps have impacted not just the United States but the entire globe with a 76% usage growth or the equivalence of 2.079 trillion sessions of users opening and engaging with an app for a period of time.. The report further said that the top apps were shopping, messaging, and utilities and productivity.
A clear example of a business that has benefitted from mobile apps is Target Corporation. Last 2014 was a horrific year for them with leadership shuffles, a massive data breach, and its pull-out from Canada but because of their mobile apps, digital sales kept them at #18 among retailers with a 30% sales increase with 15.4% coming from web sales. Other companies that have reaped tremendous sales from mobile apps are Starbucks (shares continue to climb from $38.74 close Sept 2, 2014 to $53.50 close Sept 1, 2015), Taco Bell (20% increase in sales), and Walgreens (mobile apps encourages spending of up to 6 times more than shopping in a land-based branch). Uber is another classic example of a mobile app that can reach millions of people around the world! The app used by Uber allows passengers to get connected to the closest Uber driver for hire and accepts payment online.
According to comScore, majority of consumers prefer multi-screening which means shifting from laptop to smartphone or tablet and vice versa which suggests that Internet marketing should not be limited to the bigger screens. Google did its own research and shared the results saying that 48% of online purchases start with mobile searches using mobile apps while 33% start with searches that go straight to the brand website.
After social media apps like Facebook and gaming, it is mobile business apps that are dominating mobile media time. In 2013, it was estimated that 82% of mobile device users opted for mobile apps especially for those who are constantly on the move, traveling, and requiring apps that offer a range of convenient services. But what was unexpected was how cloud computing would make mobile apps so relevant to everyday business processes for people who don’t have to travel or leave the office.
According to Okta, a cloud security company, from small businesses to large corporations the average business uses about 16 apps for work. This is based on a study done in 185 countries with over 2,500 companies of varying sizes. The top apps are related to office operations, sales, security, analytics, shipping and logistics, and marketing.
The main reasons why any business would want to use business apps are:
- Apps provide organization and better flow of information and processes
- It offers accountability which reduces finger-pointing
- It allows businesses to be more visible on the Internet
- It provides a direct market channel to your market
- It builds brand recognition and gives value to customers
- It makes it easier to engage with the customers and nurtures customer loyalty
Peter Rojas who is the co-founder of Gizmodo and Engadget says, “I think the biggest change, and the one we’re already starting to see take shape, is that globally the majority of internet usage will be done via a mobile device and for most people the mobile web will be their primary - if not their only - way of experiencing the internet.”
By going mobile, you do the most for your customers. You go to where they are instead of forcing them to find and follow you. Truly, the best you can do as an entrepreneur is give your customers what they want. The days of businesses waiting for customers to walk in the door is gone. If the goals are higher sales, expansion, better presence and greater respect in the industry, then listen to Woody Allen who says it simply, “80% of success is showing up.”
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