A recent study by marketing research company Pew Internet found that social networking site usage grew 88% among Internet users aged 55-64, and the 65 and older group’s social networking presence grew 100% during 2010. A great deal of this upward trend has been attributed to a marked increase in mobile usage amongst this demographic. Indeed the demographics around the mobile web is fragmenting by the day.
There is little doubt though, that the early adopters of technology fall within the domain of the youth and geeks. This has been the case since the advent of most things electronic. But, in assuming that when a technology matures, it’s usage demographics stay the same would be a gross generalisation on your part.
Whether your customer-base is made-up of 10 year old kids, baby boomers, those living in rural areas or even the blind – in planning your foray into the mobile web, there are a few universal truths to consider:
- There are more than 5 billion mobile phone connections worldwide
- Google is everywhere and everyone uses Google – on various devices. It would be wise to invest in your business’ search engine rankings.
- In leveraging existing social networks such as Facebook, Twitter and Mxit, the mobile web becomes a powerful tool in building and tapping into your community.
- Your mobile handset has and will still become increasingly functional – this includes it’s evolution towards a ‘digital wallet’. How can you add value to your customer’s lives?
- Marketing hasn’t changed all that much – you have a message that you want to convey, a value exchange to offer and require the right tools (such as mobile) to reach your market.