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Mobile Marketing: Is it Time for a Mobile Site?

  Social media, websites, apps, QR codes … it seems like every marketing channel is going mobile. And for good reason.
  Research by ComScore indicates that mobile is on track to exceed the desktop in usage by 2013. Mobile media users
  account for 38% of cell phone owners, compared to 32% that just use voice and 30% that use only voice and text. As
  mobile continues to grow in popularity, many marketers are taking their websites mobile as well. So how do you decide if
  a mobile site is right for your institution? There are many factors to consider, and they might seem overwhelming, so let’s
  break it down.

  Mobile Site Considerations
  Search and mobile Internet usage continues to increase in popularity with the 18-                           Mobile by the
  34 age groups, which most likely fits with your target demographic as a higher
  education marketer, so maybe it’s time to consider a mobile website. Mobile sites
                                                                                                               Numbers
  are a cost-effective opportunity to reach a broad audience browsing the mobile
  Web versus, say, a mobile app that usually has a more specific target audience.                                1 million
  Also unlike apps, they are developed specifically for smartphone displays across
                                                                                                          Mobile users browsing the
  multiple platforms, meaning you don’t have to develop different versions for
  BlackBerry, Android, iPhone, etc. Notice how Stanford.edu and Duke.edu can be                            Internet each month
  clearly explored on any smartphone. If you rely on your website as an admissions
  tool (which you should), it’s time to consider moving to where your audience has                                    54%
  already arrived. If you’ve already done this, kudos. If not, it’s time to start your
  (search) engines. Consider the following mobile usage demographics and trends:                               Male mobile users

  Demographics of Mobile Media Users                                                                                  80%
  The fastest-growing mobile user groups are the 18-24 and 25-34 age groups. In
  fact, 61% of users age 18-29 and 66% of users age 30-39 use their smartphones to                        Growth of mobile social
  access the Web. And 62% of men and 50% of women use their smartphones to                              networking users from 2009-
  search the Web.                                                                                                  2010

  Growth of Key Market Enablers
  The types of devices and data plans on the market play a huge role in the adoption
                                                                                                                      24%
  of mobile media. The amount of unlimited data plan subscribers and the number                       Unlimited data plan subscribers
  of smartphone owners both grew by 9% from 2009-2010. Pay attention to new                              (Up from 15% in 2009)
  smartphone trends and releases because if there’s a drastic change, your mobile
  strategy may need to change, too.
                                                                                                                      20%
  Usage Rates                                                                                             Cell phone users who own
  The usage of mobile media continues to grow, but while gaming and applications                                 smartphones
  still account for a large majority of users, search, news and social networking are                      (Up from 11% in 2009)
  starting to emerge. Content consumption is and will continue to change. Weather,
  search, news and maps are the most popular content categories. And don’t count
  out classifieds, which rank 15th in content popularity.




© 2011 PlattForm Higher Education   15500 W. 113th St, Suite 200, Lenexa, KS 66219 T. 913.254.6000 F 913.538.5078 www.PlattFormHigherEducation.com

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Mobile Website Article

  • 1. Mobile Marketing: Is it Time for a Mobile Site? Social media, websites, apps, QR codes … it seems like every marketing channel is going mobile. And for good reason. Research by ComScore indicates that mobile is on track to exceed the desktop in usage by 2013. Mobile media users account for 38% of cell phone owners, compared to 32% that just use voice and 30% that use only voice and text. As mobile continues to grow in popularity, many marketers are taking their websites mobile as well. So how do you decide if a mobile site is right for your institution? There are many factors to consider, and they might seem overwhelming, so let’s break it down. Mobile Site Considerations Search and mobile Internet usage continues to increase in popularity with the 18- Mobile by the 34 age groups, which most likely fits with your target demographic as a higher education marketer, so maybe it’s time to consider a mobile website. Mobile sites Numbers are a cost-effective opportunity to reach a broad audience browsing the mobile Web versus, say, a mobile app that usually has a more specific target audience. 1 million Also unlike apps, they are developed specifically for smartphone displays across Mobile users browsing the multiple platforms, meaning you don’t have to develop different versions for BlackBerry, Android, iPhone, etc. Notice how Stanford.edu and Duke.edu can be Internet each month clearly explored on any smartphone. If you rely on your website as an admissions tool (which you should), it’s time to consider moving to where your audience has 54% already arrived. If you’ve already done this, kudos. If not, it’s time to start your (search) engines. Consider the following mobile usage demographics and trends: Male mobile users Demographics of Mobile Media Users 80% The fastest-growing mobile user groups are the 18-24 and 25-34 age groups. In fact, 61% of users age 18-29 and 66% of users age 30-39 use their smartphones to Growth of mobile social access the Web. And 62% of men and 50% of women use their smartphones to networking users from 2009- search the Web. 2010 Growth of Key Market Enablers The types of devices and data plans on the market play a huge role in the adoption 24% of mobile media. The amount of unlimited data plan subscribers and the number Unlimited data plan subscribers of smartphone owners both grew by 9% from 2009-2010. Pay attention to new (Up from 15% in 2009) smartphone trends and releases because if there’s a drastic change, your mobile strategy may need to change, too. 20% Usage Rates Cell phone users who own The usage of mobile media continues to grow, but while gaming and applications smartphones still account for a large majority of users, search, news and social networking are (Up from 11% in 2009) starting to emerge. Content consumption is and will continue to change. Weather, search, news and maps are the most popular content categories. And don’t count out classifieds, which rank 15th in content popularity. © 2011 PlattForm Higher Education 15500 W. 113th St, Suite 200, Lenexa, KS 66219 T. 913.254.6000 F 913.538.5078 www.PlattFormHigherEducation.com