How Mobile Shapes Customer Behavior

New research from eMarketer today highlights how consumers’ changing relationship with technology, especially mobile, shapes customer behavior, noting :

“…60% of US internet users were almost always connected. Fully 43% never unplugged from all personal technology, such as audio players, ereaders, laptops and computers, mobile phones, tablets, and TV, and 17% only took a break a few times a year.”

One of the biggest drivers, by far, is the growth of smartphone usage. Which isn’t surprising when you consider that smartphone penetration in the US has now topped 70% .

This trend towards the Internet, everywhere , creates both opportunity and challenges for many businesses. First, it highlights your need to support your customers when they choose mobile. Mobile serves as the glue connecting your various channels — e-commerce, in-store, call center, catalog — because it’s always at hand. And your customers increasingly expect that they can use their phone to accomplish whatever task they’re faced with , when and where they want.

One huge area of improvement for many marketers and merchandisers is email. Almost three-fourths of all customers check email on their phone regularly and, again, have it close at hand day and night.

Last week I took a look at growing your email list and its importance as an e-commerce best practice. I also gave a talk last week on the same topic. You can view the slides right here:

If you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here .

The reality is the growth of mobile continues to shape your customers’ activity. The question remains is whether it’s shaping yours to meet customer needs.

Just an FYI, I’m presenting a webinar called Digital Marketing Directions: Key Trends Driving Your Marketing Next Year on Tuesday, September 16. You can read all the details here .

Finally, you might also enjoy some of our past coverage of the e-commerce and how to make it work for your business, including:

• What Your Customers Expect from Mobile and E-commerce in 2014
• The Secrets Behind “It’s All E-commerce” for 2014
• Should Marketers Really Trust Google in 2014?
• The Zen of Digital Marketing Strategy
• 7 Steps to E-Commerce Heaven
• Today and Tomorrow: Mobile and The Changing Customer Journey
• Mobile Makes E-commerce Even More “Frictionless”
• Your 2014 Internet Marketing New Year’s Resolutions – Thinks Out Loud Episode 56