No surprise here: Brands reach ‘always-on’ consumers through web content

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by Brafton Editorial
A Civic Study finds most consumers never disconnect from their devices, and brands should be reaching them online with content.

Marketers who think their customers don’t find them online, take note: 60 percent of consumers admit they never unplug from their devices – and if they do, it’s only a few times a year. This conclusion comes from a Civic Science study that polled over 8,700 respondents. With smartphone penetration expected to reach 75 percent in 2014, people might become even less likely to cut the cord connecting them to the digital world.

The survey found that a full 43 percent report they “Never!” unplug from all of their devices, such as mobile phones, tablets, computers, TVs, audio players or e-readers. Meanwhile, 17 percent say they do a few times a year and 4 percent do so once a month. Of course, there are some digital dodgers – 20 percent say they disconnect from all of their devices at least once a day.

6 out of 10 people in your target audience is at arm’s reach all the time, if you’re using digital marketing to correspond with them

What does this mean for marketers? About 6 out of 10 people in your target audience is at arm’s reach all the time, if you’re using digital marketing to correspond with them. The touchpoints that you establish with your clients can also be highly impactful in the purchase process.

The latest Technorati Digital Influence Report found that consumers go through a number of avenues when researching brands and their offerings online, including YouTube, Facebook, retail sites, Google+ and corporate blogs. However, the places they look when they’re further in the sales funnel are whittled down, primarily to retail sites (56 percent), brand sites (34 percent) and blogs (31.1 percent).

What brands will continue to find is that it does pay to turn websites into a library of educational resources for customers, because they go there for information (and even entertainment) when they need it. Marketers who create custom content that tells meaningful stories and embodies brand messages will strike that optimal balance to engage readers and drive bottom-line results.

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