Here’s a post I found on the blog “Mighty and True” (http://www.mightyandtrue.com) that I found incredibly enlightening. Our world has drastically changed with the saturation of mobile technology. It’s easy to say “that’s not my target demo – they don’t use mobile technology”.
But oh yes they do, and certainly the folks that report to them and will replace them.
Here’s the entire post and you can read more by going to their website.
5 B2B Mobile Stats That May Scare You To Death.
Want to leave work today with a new perspective on the use of mobile in a B2B environment. Look no further than below. If these 5 stats don’t force you to review your marketing plans for 2015, then congratulations. For the others, time to make some changes.
I. Time Spent on Mobile:
Forbes recently updated their popular 2010 study on B2B use of mobile with a 2014 version of the report. In the 2010 survey, 76% of executives indicated they used desktop PCs. In the new study, less than half are regular desktop PC users. Laptop and notebook computers continue to be the leading type of computing device; however, a total of 46% indicate they are now users of tablet computers (including iPad-size devices, mini-tablets and “phablets”), up from 27% in the 2010 survey.
More telling was when asked which single device they use most frequently for business purposes, executives indicate that tablet computers are poised to surpass PCs in the very near future as their device of choice. While 87% of executives today still have traditional PCs and laptop computers on hand as their primary machines for day-to-day work, they expect this to fall dramatically over the next 36 months. By contrast, while 12% now rely on smartphones or tablets as their primary computing devices in their day-to-day work, a majority expect to be doing most of their work on smartphones and tablets within the next three short years.
II. Mobile Leads To Revenue:
Perhaps even more important data included in the Forbes report is the ongoing trend of B2B executives using mobile devices inside and outside their offices to obtain information, conduct research and buy products and services for their organizations. Some important numbers:
- 70% of executives use smartphones and tablets to look up product or service information upon first learning of an offering. 33%say they are still referencing information from their mobile devices when a purchase decision needs to be made
- 25% of executives say that they’ve purchased a product or service for their business directly from their mobile device over the past six months. The same number of executives say that they have used mobile to research purchases exceeding $100,000
III. 7 Day a Week Access:
Here, the most important thing to note is that 78% use their personal time for mobile browsing. Increasingly, mobile is how you access potential B2B buyers when they’re not at work. The best B2B marketers will know to use this information to subtly access executives’ interest during the off hours, while they’re exercising, and when they’re watching TV. If 3 out of 4 executives are looking, at least one of those could be a marketing-qualified lead waiting to take bait.
IV. Ad Position in Mobile is Critical:
Even in B2B, click-through rates for smartphones and tablets are higher than desktops, but ad position remains ever important. A Q3, 2014 Marin Software study reported that the Ad 1 position is far more effective for smartphones and tablets than desktop positions: 39 and 36 percent, respectively, compared to the desktop’s 30 percent. The limited real estate on smartphone and tablet screens makes the positioning of mobile advertising even more important as companies fight for B2B mindshare across the funnel.
V. You Still Have Time to Beat the Competition:
In a 2014 study on B2B marketing investments, only 38.6% of total respondents were investing in mobile as a key marketing tactic in the coming year. While this data surely suggests that (in some cases) mobile is no longer being seen as only the “second screen”… it does also point out that there is a whopping 61.4% of B2B marketers who aren’t fully using mobile in their strategies. This presents a massive opportunity for those who are making mobile a priority to leapfrog their marketing competition and get notices by the vast majority of B2B buyers that have already made the transition.