Believe it or not we now spend significantly more time using smartphone apps such as the mobile dating app than we do actually surfing the web. The smartphone is increasingly placing the web in its rear view mirror as it becomes the technology that helps drive and fulfil our passions. The importance of mobiles is further underlined by the fact that more and more of our use of the internet is undertaken from a smartphone rather than a computer. By the time next year rolls around it is predicted that mobiles will overtake computers as the devices most often used to access sites on the web.
The age of mobile first marketing
The importance of mobiles and mobile marketing is recognised by both large multinational businesses and small local firms. In a recent survey of small businesses a staggering 69% stated that mobile marketing is a crucial part of their plans for growth in the immediate future. Meanwhile Groupon CEO Andrew Mason claims that mobile users spend about twice as much as their desktop counterparts.
The age of the mobile is truly here and increasingly customers expect to be able to access information, shop, bank and enjoy media from their mobiles rather than wait to do it at a computer at home.
Success in the new mobile app economy will depend on engagement and retention. It is not simply about acquiring users but about keeping and ultimately being able to monetise them. The new era of mobile first will be one where ‘who engages wins’. An app must add value to create value.
In a recent survey of usage habits across different categories of apps it was found that the mobile dating app was one of the most frequently accessed (at nearly 7 times a week). Internet sites that offer prospective dates and relationship advice are perfect for mobile apps. Apps allow users to look for a date in their own time wherever they may be. Users can search on the go without encountering difficulties with navigation which in today’s busy world is essential. In addition users do not have to wait to access the site to find any responses or new messages. They can receive notifications of messages from potential new dates wherever they are which makes for a more realistic conversational flow. In addition the GPS capabilities of smartphones can be used to show only prospective dates that are within your local area at the time of searching.
Mobile dating apps, such as those offered by eHarmony, will soon be considered a must by increasingly savvy consumers who no longer expect to have to sit around and wonder if they have new matches or a new message. The eHarmony Facebook page recently exhorted its users to “date smarter not harder in 2013” and smartphone apps are one sure-fire way to do this.
Tracey Chandler writes for travel blogs and a number of female-interest publications on a freelance basis. She also contributes regularly to websites which focus on technology and online marketing.