The Browsing Habits of Smartphone Users

15 Nov
Understanding the browsing habits of smartphone users will help you gain invaluable insight into your customers - and potential customers - wants and needs. By keeping a close eye on browsing habits and preferences, you'll also be able to predict future behavior. 

According to a recent article published on marketingcharts.com, smartphone ownership now accounts for more than 60% of the US mobile subscriber market. This means that the majority of the mobile marketplace consists of people with round-the-clock access to the internet, something which is of great interest to mobile marketing strategists.

Mobile advertising experts are able to look at where smartphone users are spending their web time, and target their campaigns accordingly. Unsurprisingly, the most commonly-used sites are Google-owned or affiliates. The search behemoth's reach extends to 92.2% among iPhone and Android users over the age of 18, in the United States. After the search engine itself – which takes a 53.9% share - the most popular sites are YouTube (52.8%), Google Maps (46.1%) and Gmail (44.3%). Yahoo sites have an 83.2% market reach. Amazon, AOL and Wikipedia are the other big names dominating smartphone browsers.

With a reach of 75.7%, the single most popular mobile app is Facebook. The social network is still the most important venue for mobile marketing managers. The domination of major brands indicates that web users on the move prefer to stick to trusted sites with well-designed mobile apps. If you want to reach lots of consumers, get your content out through these channels, or else you're just tilting at windmills.

Internet trends change by the day, and mapping the mobile marketplace is a full-time job. It's advisable to hire a mobile advertising manager to help you track these changes if you want to stay ahead of the game. Use Facebook to attract new customers, offer them free video content via YouTube, and entice them to opt into your SMS list by giving them special offers. Yes, small, emerging platforms are worth a punt, but ignore the power of the major players at your peril. Remember, drawing business-defining conclusions on the browsing habits of smartphone users requires a large data set, so don't be afraid to engage with the most popular apps and websites.

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