Morgan Stanley has predicted that soon, more Americans will access the internet from their mobile devices than from desktops. This theory may be supported by technological research firm IDC, which predicts that smartphone and tablet shipments will overtake PC shipments within a year and a half, raising the stakes for mobile-ready internet marketing campaigns.
According to IDC's report, worldwide shipments of smartphones and media tablets will reach 377 million in 2011, while PC shipments will hover at 402 million. By 2012, the number of mobile device shipments will hit 462 million, exceeding the 448 million anticipated PC shipments.
Marketers will want to plan mobile-ready ads and content campaigns accordingly. However, it is important to note that experts do not suggest this means mobile devices will replace PCs. ComputerWorld quotes Frank Gens, chief analyst at IDC, as saying that non-PC devices are "not replacing the PC – that's a key point – but [they are] expanding the market."
Instead, marketers may soon have better chances of engaging online consumers through more channels, emphasizing the growing reach of internet marketing campaigns – and this should be good news. As Brafton has reported, internet marketing strategies are proving to pay off this holiday season, with search advertising conversion rates up 13.5 percent over the same period last year.