Where’s your online audience? Pew says mobile dominates

Published on
by Brafton Editorial
A Pew study reveals Americans are increasingly comfortable with their internet-enabled gadgets, meaning internet marketers have more avenues through which to reach consumers.

Brafton has reported that internet advertising is a top focus for marketers this year – and with good reason. A Pew study reveals Americans are increasingly comfortable with their internet-enabled gadgets, meaning internet marketers have more avenues through which to reach consumers.

According to Pew's Generations and Gadgets report, mobile devices are Americans' top gadgets. Eighty-five percent of all Americans own cell phones, and as the number of smartphone users steadily rises, marketers should optimize their sites for mobile audiences. As Brafton has reported, fresh content is key to catching clicks from mobile users, who look for timely, local information while on-the-go.

Continuing the trend of mobility, younger generations are leading the way in making laptops more common than desktop computers. While 59 percent of all U.S. adults own desktops compared to 52 percent who own laptops, the number of millennials and Gen X-ers who own portable computers exceeds those who own traditional PCs. Nearly three-quarters (70 percent) of Americans between the ages of 18 and 34 own laptops, and 61 percent of 35- to 46-year-olds own portable computers.

With this in mind, marketers should consider the fact that internet users are increasingly likely to have internet access wherever they are. Thus, they are more likely to look for information about nearby businesses. Brands might adopt locally oriented online campaigns to make the most of internet budgets. Notably, Brafton recently reported that local merchants say search marketing is most effective.

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