Everyday we hear more jarring statistics or anecdotes showing how integral on-line channels are to reaching consumers and influencing stakeholders. Sometimes I feel akin to Rip Van Winkle, who awoke after a 20-year sleep to a changed world.
Perhaps the most mind-blowing thing about marketing communications today is the lightning fast rate of change. In marketing, we used to discuss “conventional wisdom” to advise clients on what was tried and true — now, wisdom never gets old enough to be called conventional.
A recent blog posted on HubSpot by Marta Kaplan offers yet more evidence on the influence of the Internet in marketing, web marketing tools, the impact of mobile and other topics. (Ms. Kaplan does not source her stats; the comments following the stats are also her’s):
1. 78% of Internet users conduct product research online.
That means your website stands a good chance of being a prospect’s “first impression.” That also means your new business card isn’t a business card—it’s Google.
2. In the past year, Web-based email usage dropped a staggering 59% among 12 to 17 year olds, who prefer to communicate via text, instant messaging, and social networks.
If 12 to 17 year olds aren’t your primary customers, you may think, “So what? They’re just kids.” But web-based email usage has been on the decline among ALL Internet users under the age of 55.
3. 78% of business people use their mobile device to check email.
So that means pretty much everybody that can check email on a mobile device, does. Is your email newsletter optimized for mobile devices?
4. 40% of U.S. smartphone owners compare prices on their mobile device while in store, shopping for an item.
Is your business website optimized for mobile devices? If not, you may be missing out on hundreds of sales opportunities.
5. 200 million Americans have registered on the FTC’s “Do Not Call” list.
That’s 2/3 of the country’s citizens. The other 1/3, I’m guessing, probably don’t have a home phone anymore.
6. 91% of email users have unsubscribed from a company email they previously opted-in to.
We’re getting savvier with technology and less patient with unwanted solicitations. And it’s just so easy to hit “delete.”