Mobile has been reputed as “the next big thing in digital” for several years now. Social Media marketing swooped in and stole Mobile Marketing‘s thunder but I think the storm is still to come. Sorry, I’m not good with metaphors – I usually avoid them as my journalism teachers advised that only bad writers use metaphors. Anyway, I’ve been reading a lot of blogs, as usual, and I’ve been to a couple of seminars recently and I came across a new term within the digital/ mobile industry. Let me take you on a journey to unveil it.
I think it’s fair to say that the online video content storm has definitely already hit, but apparently only 3% of content websites in Australia are using video to tell its stories (Dale Beaumont). We know that almost 50% of people in Australia, who own a mobile phone – now have a smartphone, which apparently is an extension of oneself. Both Mark Britt, CEO of NineMSN and Rob Borley from Boagsworld have said that the research shows that we are very emotionally connected to our mobile phone. Our smartphone is our connection to the outside world, if we forget our phone or god forbid, lose it, we feel horrible. We choose a mobile phone based on the brand and what it means to us. People are now vehemently Android of Apple users. We have started to plug our whole lives into these mobile devices, our contacts – phone and email and social, our calendar’s, our music and our photo’s (how good is it that we only need to carry one device that does it all?). And now, we can do our banking through mobile apps, we can check the weather, the stock market, the news. So I think I agree with both Mark and Rob that we are emotionally connected to our mobile phone.
But the tablet is set to change the world. Paul Fisher, the CEO of the Australia Internet Advertising Bureau, told us at the Future of Digital Advertising seminar that the uptake of the iPad in Australia has been the fastest update of any technology, ever! That’s not just in Australia, but in the world. At the end of 2011, 8.5% of the Australian population owned a tablet. It’s expected to be 33% by 2015. And the reason that the tablet (mostly the iPad) has been so hugely successful is because…. and now I finally get to the crux of it… is because the tablet falls into the category of surprise and delight. Mark Britt was the person to use this term and I love it.