Marketers holding out hope that consumers’ short attention spans will compel them to look beyond the internet for entertainment will soon learn that people actually engage more on the ‘net today than ever before. There are more than half a billion residences in the United States that have internet access, and each of those homes contains approximately 5.7 connected devices, according to an NPD Group report.
During the past three months, another 9 million Americans became smartphone owners and 18 million more got their hands on tablets. Nielsen’s latest edition of the Mobile Path-to-Purchase report affirms that tablets are primarily used to conduct internet searches at home (81 percent of all queries), while smartphones are the web-browsers-of-choice on the road (58 percent of searches are completed out of homes).
However, it’s still a safe bet to design web content to display on laptops and personal computers, according to NPD Group.
“Even with this extraordinary growth in the smartphone and tablet market, PCs are still the most prevalent connected device in U.S. Internet households, and this is a fact that won’t be changing anytime soon,” said John Buffone, director of devices at NPD Connected Intelligence.
Of course, marketers will need to make sure their branded content reaches their target audiences based on their preferred devices. To be highly visible in search results, companies need to develop content strategies around the key terms customers would use to find them in search, and then regularly update their websites with engaging news content or interesting blog posts that speak to those topics.