Here is a simple question: When sitting on the train during your morning commute, waiting at an airport, having a bite at a local bar, or just walking down the street, what is the one thing you’re always guaranteed to see when you look around?
You guessed it: people looking at their smartphones, constantly glued to the small screen.
We live in a digital world where technology seems to be more and more prominent in people’s everyday lives. It’s so ingrained in our daily routine and yet we barely notice it – we stare at our smartphones during our commute, stare at our laptops during our work days (while still picking up the smartphone several times an hour), look at the tablet screen while we’re making dinner, watch our TVs during the meal, all while we’re texting, tweeting, facebook-ing, and Instagram-ing. According to findings from Informate Mobile Intelligence, Americans are spending an average of 4.7 hours a day on their smart phones-- about one-third of their total waking hours. As shocking as that stat may be, I am not that surprised; I can’t really recall the last time I used a desktop in my spare time.
The advances of mobile technology and its rampant adoption rate have opened doors to endless possibilities for marketers. But it’s up to them to capitalize on them.
Yesmail’s latest Q4 2015 benchmark study found that mobile Click-to-Open (CTO) rates continue to grow, indicating that the convenience of the mobile device is quickly taking over the traditional ease of use of the desktop with its large screen and fast processing times.