For 10 percent of smartphone-owning Americans, PC-optimized websites and landline-based marketing calls aren't options. eMarketer reports the group has no other access to high-speed Internet at home than mobile data plans.
"More broadly, 15 percent of respondents who owned smartphones had few Internet options besides their phones," eMarketer reports on Friday. "Overall, about one-fifth of respondents fell into one or both of these categories, and 7 percent said both conditions applied to them—making them smartphone-dependent."
This seems like an important statistic, considering comScore reports on Friday that 186.3 U.S. residents own smartphones, for a 76.6 percent "mobile market penetration."
That, combined with nearly half of Americans living in landline-free homes and more and more consumers eschewing desktop Web options, means it's becoming clearer why Google is updating its search engine algorithm on April 21 to favor mobile-friendly sites. Doubtless, direct mailers who still have access to these homes—even if the phones get shut off—will also take note of eMarketer's article "Who Is the Smartphone-Dependent Consumer?"
Here are a few takeaways from eMarketer's article:
- About 48 percent of smartphone-dependent consumers have had to cancel or suspend phone service due to lack of funds
- One-fifth of 18-to-29-year-olds don't have broadband at home
- About 64 percent of Millennials have mobile phones, not landlines. The same is true for 45 percent of Gen Xers and 32 percent of Baby Boomers.
- Women are more likely than men to rely on mobile devices for Web access
Will this research impact mobile marketing spending?
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