Building for the Moment

I remember when I bought my first smartphone, an Apple iPhone 3.5, in 2012. I remember inspecting the phone and after looking at the screen, I told my wife, “This is more like a small computer than a phone. Why would anyone pay $100 per month for this?” Fast forward to today, I use my smartphone to check my emails, surf the Internet, sending text messages. You name it, and I’m on it.

Consumers are using their smartphones to find answers for what I call “those I-want-to-know, I-gotta-buy, I-want-to-do moments.” Google reported that more people are performing more searches on mobile devices than on desktop computers in 10 countries (DeMers, para. 5). Statistics show that media time on mobile devices is the norm:

Mobile media trends

From a marketing perspective, not reaching an audience or through mobile search or display can be detrimental to your business. A 2015 study by eMarketer shows that mobile advertising accounts for 24 percent of all media seen by consumers, but yet advertisers spend only 8 percent of their budgets on mobile ads (Bosomworth, para. 10).

Without the web and more specifically, mobile, you might not have made that sale.


Bosomworth, D. (2015, July 22). Mobile marketing statistics compilation [infographic]. Retrieved January 18, 2016, from 

DeMers, J. (2015, Sept. 29). “The top 7 online marketing trends that will dominate 2016.” Forbes. Retrieved January 18, 2016, from 



2 thoughts on “Building for the Moment

  1. Hi Michael, great post. Consumers definitely use their mobile devices as part of their research process when deciding to make a purchase. Adweek reported in 2014 that 81 percent of consumers reportedly started their research online and 61% began their search with a search engine. User-generated content in terms of video or product reviews are a critical component to online sales. Why is that? Consumers feel third party consumer reviews are more reliable than brand advertisements. How often do consumers look up online product reviews while shopping at stores? Pretty often these days, I think.

    Read more:


  2. It is interesting to note that the average hours per day spent on a desktop/laptop has stayed relatively consistent from 2008 to 2015! Mobile has not replaced computers; it simply has added to internet usage! Mobile has made the internet convenient. Without it, I wonder if digital and social marketing would be so essential…


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