Technology | Media | Telecommunications

Monday, April 14, 2014

Why Mobile Content Marketing Expertise is Not Optional

If you're an American digital marketing practitioner and you're not already optimizing content for the mobile channel, then you are missing both a strategic and tactical market development opportunity. Mobile internet use is a mainstream activity. Mobile media consumption is commonplace.

Review the latest market study findings and see for yourself -- mobile content marketing matters.

comScore reported the key trends in the U.S. smartphone industry for February 2014. Apple ranked as the top smartphone manufacturer with 41.3 percent OEM market share, while Google Android led as the number one smartphone platform with 52.1 percent platform market share.

Google Sites continue to rank as the top mobile media property, while Facebook was the top individual app. Meanwhile, Yahoo has expanded its mobile audience reach and now ranks as the second largest mobile media property in America.

Exploring Smartphone OEM Market Share

163.2 million people in the U.S. owned smartphones (68.2 percent mobile market penetration) during the three months ending in February -- that's up by 7 percent since November.

Apple ranked as the top OEM with 41.3 percent of U.S. smartphone subscribers (up 0.1 percentage points from November). Samsung ranked second with 27 percent market share (up 1 percentage point), followed by LG with 6.8 percent (up 0.3 percentage points), Motorola with 6.3 percent and HTC with 5.4 percent.

Smartphone Platform Market Share

Android ranked as the top smartphone platform in February with 52.1 percent market share (up 0.2 percentage points from November), followed by Apple with 41.3 percent (up 0.1 percentage points), BlackBerry with 2.9 percent, Microsoft with 3.4 percent (up 0.3 percentage points) and Symbian with 0.2 percent.


Top Smartphone Properties and Applications

Google Sites ranked as the top web property on smartphones, reaching 89 percent of the mobile media audience (mobile browsing and app usage), followed by Yahoo Sites (85.7 percent), Facebook (85 percent) and Amazon Sites (64.9 percent).

Facebook ranked as the top smartphone app, reaching 75.7 percent of the app audience, followed by Google Play (52.1 percent), Google Search (49.8 percent) and YouTube (48.4 percent).

Given these latest market study findings, the business case is both clear and apparent -- mobile content marketing is not an optional activity for savvy marketers.