Nielsen has released its report on The Mobile Consumer and the insights that matter most to legal marketers are as follows:

  • 94% of Americans have a mobile device
  • 53% of Americans own a smartphone
  • 86% of smartphone users send text messages
  • 75% of smartphone users access email
  • 63% of smartphone users engage in social media networking
  • 82% of smartphone users search the Internet
  • 72% of smartphone users watch video; 31% of those watch at least once a day and 42% watch several times a week

A glimpse into mobile behavior patterns has been provided by comScore’s Mobile Future in Focus Report 2013, which shows how consumers engage different devices during the day:

As the comScore report shows, we are all becoming “digital omnivores,” accessing content through different devices at different times of the day. 

The successful delivery of legal marketing content to mobile devices – smartphones and tablets – is directly impacted by the optimization of your website, landing pages and e-newsletters for mobile. It is no longer a question of if you should do it, it’s now just a question of when.

comScore says that with smartphone penetration now past 50%, the market has entered the “late majority” stage of the technology adoption bell curve:

This means that the media consumption habits of consumers is now substantially different than it was even one year ago, and that new media strategies are required to capture this audience that now numbers more than 80 million Americans.

For more information on mobilizing your legal marketing content, see my previous post on If You Lack a Mobile Website, You’re Turning Prospects Away.


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