We are now a mobile generation because an average adult look at his mobile phone 150 times a day, Mrs. Juliet Ehimuan-Chiazor, Country Manager Nigeria at Google told participants Wednesday at the Nigerian International Technology Exhibition and Conference (NITEC) in Lagos Lagos.
According to her, that’s an aggregate figure that refers to the number of times an average mobile user look at their mobile devices on a daily basis, based on insights by the world’s biggest Internet search company, Google.
Mrs. Chiazor revealed this while sharing her perspective on the NITEC 2016 theme ”Trends Driving the Future of Marketing and Digital Landscape” noting business owners need to leverage digital marketing to capture more eyeballs for their brands.
“If you just look at the time spent on various platforms, TV, digital radio and others, more minutes are being spent on digital and also majority of it coming from mobile. On average, an adult looks at his phone 150 times daily spending an average of three hours a day on their mobile phone, so organizations should engage consumers more digitally”, the Country Manager Nigeria at Google told attendees at NITEC 2016.
Engaging the audience further, the Google Country Manager for Nigeria says that things are really moving at a very fast pace as it is projected that there will be over five billion global Internet users and 10 billion mobile phones users by 2020.
According to her, it is expected that Africa will have 650 million Internet users by 2020 and 500 million of those will be on mobile phones, Ehimuan-Chiazor adds.
“Everyone is coming online so fast that we no longer talk about going online, we now live online. So it is very real trend and they are many implications as a result.”
She believes that the static consumer is a dying breed, hence, organizations finds platforms like social media more appealing in passing messages to consumers rather than the traditional way of passing message through broadcasting on TV or radio.
“With the advent of platforms like social media, users are a lot more empowered to actually give direct feedback to organizations to make their voice heard, to establish their preferences and also register their protest.
“So consumers are now more dynamic and the marketing model seems to shift from one way broadcasting to dialogue consciously thinking about including and involving the consumer in the journey and taking into consideration replying feedback in a very active way,” Ehimuan-Chiazor adds.
In delivering their messages, she advises organizations to go straight to the point, be precise and think about how to be creative while engaging consumers online as mobile users have short attention span.[quote font=”georgia” font_size=”22″ font_style=”italic” align=”right” arrow=”yes”]“If you just look at the time spent on various platforms, TV, digital radio and others, more minutes are being spent on digital and also majority of it coming from mobile. On average, an adult looks at his phone 150 times daily spending an average of three hours a day on their mobile phone, so organizations should engage consumers more digitally”, the Country Manager Nigeria at Google told attendees at NITEC 2016.[/quote]
“Users have short attention span, if you consider the fact that there are so much information now, you go on twitter within five minutes you probably have like a thousand tweets that are coming to your feed.”
According to her, “we are having more situations where consumers are moving from just being static passive consumers to actually being brand advocates or critics. On social media you have an opportunity to amplify your voice and you can use that voice to be an advocate of a brand or to be a critique of that brand. That is something that organizations need to be cognizant of.”
She reckons that majority of Internet users get information on their mobile, ”and so more and more we see mobile devices as the center of marketing.”
The Google Nigeria chief says that “the trends around a while have been really staggering, for example on Google search, we now have a lot more queries from mobile devices than desktop. We have seen a lot more traffic been generated from mobile devices on YouTube than desktop, so this is a trend that will continue to increase.”
These trends according to her will mean that strategies are going to be a lot more personal and data driven since unique opportunities are provided by these technology platforms for organizations and brands to really connect with the user and to make that user an integral part of the strategy.
”Social media will continue to drive a lot of internet activity, customer service are expanding to leverage social media and personalized data driven marketing will be more refined”, Ehimuan-Chiazor says.