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Is the mobile web only for kids and geeks? Posted in Mobile Marketing, Concocted by LouisJvR, 4 comments
Published on 19 January 2011

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.

iphoneThere 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:

  1. There are more than 5 billion mobile phone connections worldwide
  2. Google is everywhere and everyone uses Google – on various devices. It would be wise to invest in your business’ search engine rankings.
  3. 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.
  4. 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?
  5. 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.

Read more posts by LouisJvR


Louis is the Johannesburg manager of web marketing firm World Wide Creative. Louis is also known as the ‘Case Study Guy’ with an encyclopaedic knowledge of research resources to support the strategic initiatives he is involved in. In between organising Heavy Chef Sessions in the Gauteng region, Louis happens to have a mean sidestep on the rugby field. With his silky skills, dashing good looks, Colgate smile and cunning wit, Louis is the high school quarterback of the World Wide Creative marketing team.

Related posts:

  1. Social networking on your mobile phone: child’s play or adults only?
  2. Twitter: “40% of All Tweets Come From Mobile”
  3. How to make your website mobile friendly
  4. Has Mobile Marketing changed the game for advertisers?
  5. Use of Mobile Technology for Humanitarian Aid

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  1. nigelcd says

    Great article. I picked up South African stats at the following http that indicate the rise in mobile usage in SA and Africa:

  2. Trumpess says

    We are gradually seeing take-up by many of our end user customers in my day job, especially in retail, e-ticketing and now promotions for hospitality. Certainly as more and more people turn to the mobile web so more and more businesses will look to adopt/integrate mobile marketing into the mix.

  3. LouisJvR says

    @nigelcd – i’ve seen Yonder Media’s stats. They do some great work around mobile in SA

    @Trumpess – ‘integration’ is the word; and mobile can play a huge role in activating your community around retailm e-ticketing etc.

  4. Roopkumar says

    Amazing article explains the mobile importance