How entrepreneurs can thrive in a mobile-first world

Let me ask you a question: are you reading this article on your phone? If you answered yes, you are by no means alone. 2021, People spent a third of their waking hours on their phones. According to the App Annie State of Mobile 2022 report, that’s a solid 4.8 hours per day browsing apps.

What does that mean? This represents a 30% increase in usage since 2019.

Armed with this information, marketers and managers need to ask themselves: how can we thrive in a mobile-first world where consumers spend a staggering 3.8 trillion hours on mobile devices?

We have some ideas to share.

When comparing numbers from 2019 to 2021, it is possible to see how users have behaved over the years and then think of any potential impact or opportunities that could arise from these changes.

pandemic blues

First, we must consider the changes that have occurred in 2020 and 2021 due to the COVID-19 pandemic. We’ve seen an increase in mobile usage because the world has literally been at home for years.

The proximity of gadgets has made people more connected, not just for entertainment. It has also influenced the new labor standards.

According to the report, the most searched business keywords in the iOS App Store in 2021 related to video conferencing platforms like Zoom, Google Meet and Teams, and scanner apps.

And like we said here, Remote work doesn’t appear to be something that will go away with the end of the pandemic. Many mobile device usage habits created with the pandemic are safe to continue into 2022 (and beyond).

A quick global overview

Let’s take a global look at the data report:

When it comes to 2021, Brazil and Indonesia stand out with results surpassing 5 hours in mobile apps. That’s about 2 hours more than the bottom country in Research’s ranking, China, with just over 3 hours a day.

The US ranked 10th with 4.2 hours per day (an hour more than Americans spend in front of the television).

Source: App Annie Intelligence / Note: Android phones

Social media, Gen Z and trends you need to know

If you’re a heavy social media user, you’ve probably noticed this Boom that photo and video apps are experiencing. It seems like every day we have a new trend, challenge or viral content on Instagram or TikTok, especially when we look closely Gen Z.

And the data backs it up: according to the report, 7 out of 10 minutes spent on mobile devices in 2021 were spent on photo and video apps.

The youngest generation of users (Gen Z) are much more connected and keen to share their lives on social media. Young people are responsible for delivering a good level of engagement with photo and video apps, much more so than with other types of apps.

Other segments like Playfinance and retail have also seen increases in app usage over the past year.

How relevant is this for marketers?

Using data about your marketing strategies can be a great way to spot potential problems and opportunities.

People spend a third of their day staring at a single screen. This means marketers have good odds (literally) in the hands of their consumers.

But for that to get you results, it’s necessary to understand a way to turn intentional mobile device use into a direct channel that connects your audience, from entertainment to business.

A mobile-friendly website is no longer enough. It’s the bare minimum for any brand. People’s attention to their phones is huge, but also controversial. Getting their attention to your brand may not be such an easy task.

But we have a few tips to help you with that.

Think of new channels

An important point in a marketing strategy is understanding the channels in which your target audience is located. It is clear that mobile usage has increased significantly around the world. Unless you’re exploring digital channels very intensely, it’s almost a must lately.

Is it worth running an app?

If your business runs an app, you might be closer to your audience than you think. Apps are great for collecting data about users that can help develop more specific strategies. There’s also the benefit of mobile apps sending real-time push notifications and offers, increasing the likelihood of interactions.

But be careful: It’s no use creating an app for no purpose. People are very picky about the apps competing for their phone storage.

Yes, having an app can be a fantastic strategy indeed. But it’s not cheap, nor is it easy. In order for it to be worthwhile, it must first and foremost make sense for your brand and, more importantly, have a highly relevant objective and meaning to your audience.

Collecting data is almost like collecting gold nuggets

Thorough knowledge of your audience data is also essential for marketing strategies.

But you should know from the beginning that this mission is not so easy in the mobile world, especially after Apple’s update which requests user authorization to access app-related data in order to track the user or device.

When we say that collecting data is like collecting gold, that’s because it’s true: it’s one of the most important resources for marketers today, and it has to be earned (you can’t just take someone’s data.” take” – that person must grant permission for your brand to use it in strategies).

And mastering them can spell gold for your business.

So, the more information you have about your audience and market, the greater your chances of success for your marketing plans, as you can create specific promotions based on your customers’ needs and interests.

For example, the report shows that young people use social media a lot! If you’re looking for ways to reach young people, social media is a great channel in this case.

Don’t fall into boring static text

Keep in mind that people are becoming more and more interested in photo and video content. When developing content, try to grab attention with high-quality and creative images and videos so you can engage your audience more.

Interactive Content is another way to engage your audience with beautiful pieces that stand out while collecting first-party data with every click.

A good example of this is TikTok, which is growing 75% year over year. The trends promoted through the app during the pandemic were almost like discovering a new hobby.

Whether you’re just watching, dancing, or completing other challenges in front of your mobile camera, one TikTok trend likely caught your attention (and your customers) at some point in the past few months thanks to its format.

Go social, go far!

With social media growing rapidly, there are also many opportunities. Organic strategies are evergreen actions that bring results, and if you want to give them a boost into new markets, for example, you can invest in paid initiatives. Most social channels are currently working with this option.

There are also new players on these channels and bring influence marketing to the stage.

Digital influencers are very present on Instagram and TikTok and can be an important tool to create brand awareness, launch products or services, enter new markets and boost various marketing initiatives in specific segments.

are creators closer to the public and have the power to reach masses with good engagement rates. If your brand is looking to expand on any of the themes mentioned, it can help to follow up on people who are being referenced in your niche and consider inviting them to partner with you.

have you ever played this

The game is played directly after interactive content. If researched well, this non-traditional channel can help you get good results from your marketing efforts.

According to the report, $116 billion was spent on gambling globally in 2021. If these people are spending so much on gaming, why shouldn’t they invest in your product or service?

As for games, you also have the option to partner with the developer brand or run ads for the free versions.

After the storm there could be a rainbow

We’ve developed some perspectives on some initiatives that can be applied according to the data collected in App Annie’s Stage of Mobile 2022 report.

The report contains a wide range of rich information that can lead to great insights for many types of businesses. So keep an eye on the data and think about the opportunities you can take advantage of.

In summary, whenever a new major change occurs in the market, try to imagine what strategies your brand can employ that will have a positive impact on your brand and align well with the new opportunities that might arise.

And to stay up to date with the most important research and trends in the digital marketing universe (and learn how you can use this information to benefit your brand), subscribe to our Newsletter under.