A report from eMarketer found that smartphone ownership and mobile web access have increased among all racial demographics and will continue to do so.

Companies with broad target audiences must consider mobile internet users when developing new media marketing strategies. According to new research from eMarketer, mobile web access across all major racial demographics in the U.S. increased from 2010 to 2011, and the trend will continue as more Americans upgrade to smartphones and purchase tablets. 

At the end of 2011, eMarketer said that 29.7 percent of Americans were accessing the mobile web regularly. Compared to the 20.2 percent at the end of 2010, this is substantial growth. Moreover, early predictions for 2012 suggest more than 36 percent of Americans.

Businesses looking to target mobile users have a number of options to broaden campaigns. In terms of content marketing, making minor adjustments to keyword strategies to focus on location-based terms and phrases can help.

Social media marketing campaigns should also be revisited with mobile prospects in mind given the popularity of Twitter, Facebook and other apps on the devices.

Making adjustments now to ensure a sustainable mobile web presence moving forward will help companies attract the increasingly large portion of the population that accesses the internet on the go. According to eMarketer, more than 58 percent of American adults will be regular mobile web users by the end of 2016.

Brafton recently reported that one of the most important elements of a mobile marketing strategy is search, with most expecting total queries from mobile devices to surpass those from desktop devices by 2015. This is front of mind for many marketers, with experts at the recent ad:tech conference offering strategies for mobile search marketing, including creating device-specific mobile content and considering screen sizes when deciding whats above the fold.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.