Routinely Mobile at Home

Chris Keune

June 10, 2020

In recent weeks, the nation has abruptly shifted from a mobile workforce IRL to a socially distant Work form home life. As we mentally and physically prepare for what could be our new normal for the foreseeable future, many people are implementing regimented daily routines to get them through the challenging times ahead.

These routines rely on creating a virtual work/life boundary and utilize the many platforms we engage with between our professional responsibilities and the recreation in our daily life. Enforcing these boundaries can create harmonious compartmentalization, allowing us to get to a mental space where our minds can focus or relax – based on the priorities at hand.

Traditionally, this was a peaceful division: desktop was for work, mobile was for personal use. If you asked us a month ago, we’d say new technology has played a hand in furthering our preference for mobile, specifically mobile web. According to a study conducted by Verto Analytics, Adults 18+ spend more time on mobile browsers than on any other app. But as we all settle into our home offices, our mobile usage will become increasingly more important.

Our internal data is showing a 24% spike in mobile time spent/usage in the past week. And, the way we consume content on the mobile web, during both periods of recreation and work, is a vital part of our shared experiences now. It’s a space that provides a wide array of content categories, interests, and opportunities, creating a truly unique palette.

The mobile web is a place of potential, discovery, and enrichment. It is where people go when they are informed, to learn, or to be entertained. And the way it’s treated should be a haven for both regular users and contributors, as well as all marketers. People may seek refuge from the deluge of information about COVID-19, by moving away from their workspace and by exploring the mobile web.

And it can be done in a quick swipe on the page. Marketers can empathize with these audiences and offer brand messages that resemble a place of normalcy and solace. While people may put a pause in lower-funnel actions, this is a perfect opportunity in which brands take advantage of building upper funnel metrics.

In the face of tragedy, we have seen that brands that focus on upper-funnel performance during difficult times have a significant rebound. After the 9/11 attacks on New York that decreased tourism by 15%, the city came back with a strong brand messaging with its “I Love New York” campaign. By focusing on the features that make the city great, it was able to expedite their rebound.

This is a clear signal to the ad industry that the mobile web is a branding haven, one that is an exciting and different space. A space that plays by its own set of rules.

While the mobile web does present challenges with identity fidelity, when it comes to most measurement solutions, it is a fertile ground for building solutions that look beyond the cookie. Now that industry developments in cookie data longevity are nearing their termination, players who have dedicated investments in the mobile web will begin to see the fruits of their labor.

Mobile web is a proven portal to a diverse set of content that can cater to any need, or answer any question.

Following a report from Hitwise, over 50% of Google search queries occur on mobile, confirming that web browsing is the default destination for the mobile user.

Indeed, mobile web does have its challenges. However, just because some things are hard, doesn’t mean they shouldn’t be pursued.

The threat of unforeseen obstacles didn’t stop the pioneers from going West, they went because it was a place of potential and opportunity. Nor was it easy when Thomas Edison tamed the light bulb, or when Authur Ashe conquered the US Open. Yet, they did it, and they pushed society forward because of their diligence.

It’s through these challenges that we can test our ability to build new systems and to venture out into uncharted waters. When all is said and done, we will be putting a premium on the innovators and pioneers that are providing value to brands and advertisers, through new and exciting experiences on mobile web.