Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 21

The surge in the number of smart mobile devices has increasingly made users rely on mobile search functions. According to Google’s data, 94% of the users look up the address of physical retail stores. In addition to social applications and local searching applications, apps of retail businesses will become more common in the next few years. WeChat as a large app can replace many singular-function applications. This is also a factor that should be weighed before investing in an application.

Specialized apps can provide more specific action targets as well as a simple and direct user experience. In the 2013 Nelson study, 53% of Americans used applications of retail businesses, which had already begun to dominate the mobile ecosystem. In 2013, consumers on average spent 2 hours and 31 minutes on mobile devices every day, including smartphones and tablet computers. About 80% of the time (2 hours and 7 minutes) is spent on apps, while the remaining 20% is spent for mobile network. Digital marketing people attract consumers based on marketing content on the webpage, but currently, it is a good option to put part of the resources on their specialized app.