Steve Jobs was right when he said, “Every once in a while a revolutionary product comes along that changes everything.” Whether he knew how revolutionary the smartphone would be when he released the first iPhone (the most revolutionary smartphone of its time) isn’t entirely clear. But eight years later, it’s become the go-to device for almost every virtual application you can think of.

Recently the gap between laptops and smartphones shifted in the latter’s favour. According to Ofcom’s UK communication report for 2015, mobile phones are now the most important device to connect to the internet. They previously owned a measly 15% in 2013, compared to the 46% owned by laptops, but surged to dominate consumer interest this year by 33% while laptops occupied a 30% share.

Today the smartphone, according to the same report, would be the second most missed gadget, with Television taking the number one spot in the UK. Further investigations have also revealed that age groups ranging from:

  • 25 to 34 years old – consist of 50% and 28% people who are likely to miss their mobile phones and TVs, respectively.
  • 35 to 44 years old – include 40% and 18% people who are likely to miss their mobile phones and laptops, respectively
  • 55 to 64 years old – comprise 48% and 17% people who are likely to miss their televisions sets and mobile phones, respectively.

Mobile marketing strategies a must for businesses 

The report offers insight into how developed countries such as the UK have become mobile societies. As a result, one can’t reiterate enough how much businesses should care about mobile in this day and age. It’s no longer a question of whether you should adopt mobile marketing strategies or not; it’s a recommendation to understand the mobile trends and adapt your approach.

This is because the smartphone is the first port of call for social networking, receiving emails, online shopping and searching for product and service reviews. And marketers who’ve caught on the trend are seeing remarkable results.

Legal Brand Marketing (a US based firm) is a perfect example of how a mobile marketing strategy can boost conversions. After targeting their mobile audience alone they cut their cost per lead by 35% and increased their click through rate by 89%.

As you can see, not only does knowing how the audience is interacting with mobile increase conversions, but it can also reduce costs significantly. So if it wasn’t on your radar last year, smartphone technology should be a core of your digital marketing strategy in 2015.

Are you reading this article from a smartphone or laptop? Let us know by leaving a comment below with any other insights you might think are relevant.