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From Communities Dominate Brands

So, Rubicon Consulting has surveyed iPhone users, and found that half of iPhone users are shifting away from using a laptop computer. 28% said they “strongly agree” with that statement.

This is no surprise to us and our regular readers. We’ve reported in our book already that even the Blackberry was causing a similar shift among email users, where many busy execs who primarily needed a laptop for email, were shifting away from that when the Blackberry allowed the connectivity in a pocket-able and always-connected device.

And we’ve reported on the shift from a PC based Internet experience to a mobile phone based Internet in many countries already. But now, especially for those with a strong North American view to the cellphone and its chances as a new mass media (ie 7th mass media) – the iPhone helps convince those. By the way, the overall total access to browser-based content shifted this year, and for the first time there are more people accessing browser based content on a phone than via a personal computer. Yes, this includes WAP access but with that definition, there are more “Internet users” on phones than PCs this year. I’m going to do a major review of the industry numbers shortly and its one of the findings. Another – this year for the first time, there are more people who use MMS picture messaging than use email.. Big shifts happening in the media and communication world.

Um, I am not sure 28% is half, but it is still interesting to me that this trend seems to be on the rise, just as more and more of the  information we consume and manage regularly becomes part of the “cloud” model. Coincidence? Unlikely, but we’ll come back to that.

The question lingers in my mind–why are people shifting away from laptops in preference of iPhones and other mobile devices (presumably only for personal information and communication and not for work related tasks that require the computational strength and software that currently can run only on a desktop or laptop) . Additionally, for the purposes of this post I am generalizing the trend toward all Smartphones and not only iPhones, as that’s where I see it heading.

I have some ideas about this and they revolve around a few concepts:

1. Prices are falling. When the perception that an iPhone or other Smartphone can be had for $199, (all of us who have purchased one  know there’s more to it than that) it becomes an attractive and plausible purchase for demographic segments with less money. To be frank, there are a lot more “have-nots” out there than “haves”. When you couple this with findings like ComScore’s report that the strongest growth of iPhone users occurs among those earning less than the “median household income”–that is, between $25,000 and $50,000–at an increase of 48 percent you can see that it makes sense for members of this segment to spend $199 plus a data plan to have complete Internet access versus a big up-front payment for a laptop or desktop and also monthly broadband service. Plus they get all the benefits of mobility.

2. Cloud computing. As the promise of the “thin client” rears its head again, it makes so much sense that we should see spikes in casual and regular Internet access via mobile device. So many popular services are based in “the cloud” and do not require system resources or storage or any of that. You REALLY CAN do many of the same tasks on either platform and I think people are choosing the platform they can take with them anywhere.

3. Convenience of micro-consumption. It’s Internet usage “on demand” rather than waiting to do all of your online tasks at once, while you happen to be sitting in front of a  desktop machine or in a stationary location with a laptop. Check an email here, send an SMS there, post a tweet here, buy (yes buy) an item there. In the unfortunate reality of modern-day multi-tasking, mobile access to information is a real convenience. An eventuality.

So what? People are buying more iPhones and and Smartphones and using them for Internet access. Big deal, right?

Well, it is kind of a big deal for marketers. It’s a real recipe for being able to take authentic brand messages to people at the very best time to reach them… in those small moments of time in which they actually don’t mind being reached. I’m talking about toilet-time, laundry-time, coffee-time, standing-in-line-at-the-grocery-store-time, bus-time. If micro-blogging can reach a critical mass of usage, surely micro-consumption has the same promise for becoming a standard consumer approach  for info and also an acceptable method of  receiving opt-in brand marketing. I mean, it’s already happening quite a bit. For the people who want to be reached in this way, the chances of marketers getting through are high. Don’t take my word for it, just ask your average 14 – 24 year-old or anyone on Obama’s SMS list and they will give you the scoop.

Marketers can’t just use “mobile” as a gimmick or quick fix though. A brand or service still has to have a real value or purpose. That is a whole different conversation. But if you think supporting a brand message with mobile strategy and advertising goals is science fiction or fringe behavior, then you  probably aren’t the right segment for being reached in that way–and there are less and less of you every day. Moreover, if you think there is less value in mobile marketing tactics because you don’t fully understand the possible impact, think again. Heck, I don’t understand physics, but that doesn’t mean that it doesn’t exist. 

So, my point is this: mobile info consumption is like snacking all through the day versus sitting down for three square meals at your laptop or workstation. The convenience this schema offers is the reason that  Smartphone ownership  keeps growing. And the rising numbers are important to marketers because it strengthens the power of this growing advertising channel. But that’s just what I think. Speaking of thinking… let me know what you think?

Jay Donovan (50 Posts) - Website | Twitter | Facebook