As someone who lives on his PC, I have to stretch my imagination every time I hear about the advent of the mobile generation.
I have an iPad and I have my super-duper Galaxy S3 smart phone. I absolutely love them for different reasons.
This got me to thinking about those who say PCs are doomed. And I have to say I disagree. It’s not just that PCs are not doomed, it’s why they are not doomed and what it means for Digital Marketing.
The popularity of mobile, be it tablet or smart phone, is portability and “less vs more”. Portability speaks to itself, so let’s examine “less vs more”.
The average person uses his computer for email, surfing, communicating, socializing, and finding specific things like maps and navigation. They also love games. These things are ideal for mobile and encompass the needs of these people. Therefore, combined with portability, you have the obvious attraction.
However, working on these devices tries one’s patience, unless you travel for your job. It is much easier to work on a PC than any of the alternatives. A PC has so many more software possibilities than a mobile device. It has a keyboard that is practical. And serious work can be done.
I think PCs are here to stay for some time.
What does that mean to marketers? Consider the times that many people contact dealers. It is usually lunchtime. Many of them are using their PCs and dead time at work to do so. It’s not just that they can’t do it at home. It’s that they plan that time for personal things to do that they don’t have time to do at home. I know because I do it too. And I’m a consumer. I often say to my wife in the evening, “I’ll try to do that on my lunch break tomorrow”.
Are their any implications I’m missing? Does it matter? I’m looking for opinions. What do you think?
Replies to This ADM Discussion:
- Tom, I posted a blog yesterday about the new 2012 J.D. Power AutoShopper car buyer behavior study and the big news was that 20% of the people who buy new vehicles in 2012 use a “mobile” device to access web based information related to their vehicle shopping activities… That’s right, 20%. Keep in mind that the 20% number INCLUDES iPADS AND TABLETS.
So, as fast as the use of mobile devices is growing, it is in no danger of toppling full size laptops and desktop PC’s any time soon as far as becoming the majority of devices used by car buyers during the shopping process. With that said, we are fast approaching the moment in time when people use their mobile devices more frequently for accessing the web than full sized PC’s… What does that mean?
Well, from what I can see there is a distinct tendency to shop for vehicles and related information using full sized devices. Another significant piece of data is the predominant use of mobile devices to check information by car buyers WHILE THEY ARE PHYSICALLY VISITING DEALERSHIPS. So the implications are clear and I am not the first automotive marketing professional to point out that we must now design our web based assets to work across a wide variety of different sized screens and browser formats…
Get used to it. If your web sites and assets do not work properly across ALL OF THE ABOVE, including full sized PC’s with big monitors, cell phones and tablet devices, you are leaving money on the table in regards to your digital marketing strategy.