While the explosion of mobile use is no new phenomenon, what continues to amaze is the appetite for smart phones and the onus on making them indispensible to the consumer. The smart phone was impressive alone, let alone the continued progression of technology that is making it the most modern form of communication far beyond texts and phone calls. In fact, in terms of social media use, it’s easier to use a smart phone that it is your desktop.
Currently, 25% of people in the UK own a smart phone but by 2014 this number will rise to 75%, a staggering increase in such a short time. Social media will play a key part in this growth, consumers want to access their Facebook or Twitter accounts, or watch YouTube videos where ever they are, at any time of the day. In the UK 50% of all mobile internet traffic is on Facebook the key platform driving mobile internet usage, followed by Google and YouTube.
What does this mean for your business? The key aspect is that your customers are constantly talking about your brand with more ease than ever before. A consumer having a coffee mentions where they’ve been and how good it was, a service they’ve used and their reflections on it. In many occasions it’s not even a conscious effort to name the brand and give their opinion; it’s just sharing information and updating the people in their community.
Businesses need to get smart. They need to be aware that in the past they discovered what their customers thought by handing out testimonial cards. That’s long gone. They’ve almost lost control of who says what and when, but as a result, businesses need to be at the top of their game every day. It’s no longer enough to produce a good dish when a restaurant reviewer visits; every customer is now the reviewer with an equal opinion. They need to embrace social media rather than continue to run from it.
Facebook, Twitter and no doubt Google+ have been developed with the mobile device in mind. Facebook’s places and Twitter’s geotagging are developments that use smart phones to give information beyond an update. The idea is for the micro-blogging sites to be immediate and convenient. It captures their thought at that moment which can then be shared with incredible ease. Experiences, good and bad are shared by consumers every minute of every day.
70% of people will buy products/services even if it has been recommended by a stranger and 90% buy after recommendations from friends. For businesses this means that with the spread of social media and the rise of smart phones they need to be at the top of the game and value every customer. Companies are being discussed, whether it be positive or negative feedback and they need to be on top of it. Social media isn’t going away, it’s only going to grow as smart phones make it easier to post and the consumer now gets their voice heard.