Mobile media is a phenomenon within the web phenomenon. At the start of 2012, there were 5 billion mobile devices in use, the equivalent of 70% of the world’s population, which means there are over three times as many mobile devices as personal computers in the world. More than 104 Million people in the U.S. alone own a smartphone according to comScore.

The average smartphone user looks at his/her phone as many as 200 times per day, and spends 667 minutes per month using mobile apps. That’s about a half a day, or roughly 12 hours per month. The number of apps downloaded in 2011 was 25 billion. And, especially interesting for marketers, 79% of smartphone users use their phones for shopping-related activities, and 74% of total users made a purchase as a result.

More mobile devices means more mobile customers.  And since there are too many inputs coming at today’s customer, and evaluating them all takes too much time, it’s no wonder that customers are increasingly more dependent on their mobile devices to help them screen out what is not relevant.

No doubt about it, Americans are busy people. And during the leisure time that they do have, they have mastered the art of multi-tasking: they are watching TV while checking email. Surfing the internet while riding the train to work. Reading a document while sitting in a doctor’s office. So the “free” time that customers have is actually contracting because the demands of — and ability to respond to — work and leisure are co-mingling.

What’s more, the time people spend with devices online is increasingly spent on social networking. Almost one-fourth of American’s online time is spent on a social networking site, particularly Facebook, the most popular social network. Another large block of online time is spent on Twitter, with 500,000 new Twitter accounts created daily. And, a more recent emergence is Pinterest, rounding out the number three spot for the most popular social media site.

So, even though the mobile environment presents a growing marketplace, the amount of time available for customers to interact with marketers like you in that marketplace is preciously small – and dwindling every day.

To learn more about how you can get more consideration from your customers, download our free whitepaper – The Pinhole Economy®.


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