The future of marketing is clearer than ever. A new report from mobile ad firm Zenith projects that mobile devices will account for as much as 75 percent of global internet use if current rates continue to grow. The paper states that smartphone penetration worldwide is behind the significant increase of mobile as the preferred method for accessing the internet.

These rates of growth are mainly driven because more people own smartphones as prices of high-performing gadgets continue to decline. Access to faster internet has also become widely available and large-screen devices, also known as phablets, are more popular than ever as consumers prefer to watch online video and play games, among other visual-heavy activities.

People using the Internet/Tablet
In 2018, mobile devices will account for 79 percent of global internet use. Image credit: Roland Consult.

Indeed, phablets 5.1 inches and larger are projected to account for more than 50 percent of all smartphones shipped worldwide in 2017, as reported by Flurry. Overall, Zenith said smartphone global penetration sits at 56 percent and jumped 33 percentage points in four years, according to Business Insider.

Internet speed also plays an important role as it allows users to spend more time consuming online content. 4G, which supports larger amounts of data, is projected to reach 4.3 billion subscriptions. Between 2015 and 2021, it is expected to grow 25 percent annually. Business Insider reported.

Why brands should listen to this kind of reports

The report clearly shows that brands and businesses who don’t adapt to the changes in online marketing will most certainly disappear. They should make sure their mobile content is optimized for the consumers and focus on the virtual spaces where they are spending their time.

A common mistake among businesses is to easily adapt the desktop offering to mobile screens. A solid mobile user experience exists when the content is especially built for their devices. Marketers should create advertisement optimized for mobile gadgets because mobile is expected to overtake desktop’s share of online advertising by making up 60 percent of all internet advertising by 2018, according to Zenith’s report.

Google knows that mobile searches are not always like desktop’s, which is why the tech giant last month split its search indexes between both platforms so users could get more accurate search results. Imagine how much businesses could miss if they refuse to go mobile.

Jessica Smith, a research analyst at BI Intelligence, came up with an interesting report on mobile marketing that addresses different tactics businesses are currently using, including dynamic creative optimization used for ad campaigns based on mobile browsers. A report by Business Insider recommends marketers to keep an eye on the widespread adoption of mobile ad blockers.

Netflix has taken advantage of anti-ad blocking technology by targeting users looking to avoid ads on its website. The streaming service has launched a campaign that involves banners promoting Black Mirror, the original Twilight Zone-esque dystopian drama.

“Hello ad block user,” Netflix’s tagline reads. “You cannot see the ad. But the ad can see you. What’s on the other side of your black mirror?”

Source: Business Insider