Why You Want To Reach Mobile Web Users


According to the February results released by research firm Net Applications, the iPhone accounts for 66% of all mobile web usage followed by Windows mobile at a distant second of 6.9%. It’s not really surprising news - I’d have expected Blackberry to come in second, but overall it’s what you’d expect from just observing people around you. In the office, at the mall, on the train, bus, etc. you see more and more people surfing the mobile web and most of those people are on the iPhone.

Where it does get interesting is when you pair this information with this recent release from the Luxury Institute, which surveyed respondents with an average household income of $332,000 and a net worth of $3.3 million. It seems that the higher your income and wealth, the more likely you are to use the many data functions of your handheld device. Those worth $5 million, for example, are twice as likely as those who are less fortunate to play games, watch video and music and downloaded content. Basically, if you’re trying to reach the high-end consumer, the App Store is a good place to start.

This really just confirms common sense, but sometimes confirmation is what marketers need to get the ball rolling. I’ve said over and over again that the mobile web is not an opportunity for quantity (yet) but it is an opportunity for quality - maybe the best we’ve ever had. There may only be 54.5 million mobile web users here in the U.S. right now, but these people are fairly young, mostly affluent and well-educated, and largely urban. In short, they are influencers, the ones that set the trends the rest of us follow. Those Connectors, Mavens and Salesmen that Malcolm Gladwell talks about? These are them. Whatever they are doing now, rest assured everyone else will be doing in approximately 12-18 months.

If that’s not enough reason to start thinking seriously about where mobile fits into all aspects of your business, I don’t know what is.

Rachel Pasqua is Director of Mobile Marketing for iCrossing

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