Apr 14, 2010

Mobility Gaining Momentum

These days, when I speak about practice issues to lawyers, I'm often asked to comment on trends for social media and legal marketing.  In my mind, the future points in the direction of increased mobility, and concomitantly, mobile marketing.  In fact, just a few months back, I posted about bullish projections for mobility (as well as tips on how to market on mobile media) and since then, it seems that mobile media is gaining even more momentum.

Consider these numbers.  According to ClickZ.com, Apple's App store revenues are expected to grow from $4.2 billion in 2009 to $29.5 billion in 2013, with mobile advertising predicted to increase to $914 million.  Meanwhile, Android, iPhone, and iPod touch users are averaging a whopping 79 to 80 minutes per day engaged with apps.  Moreover, demand for apps is on the rise, with companies turning to sites like Elance to hire new developers.  And with the recent ipad launch, app demand will likely increase even further.

So who's spending all that time on mobile phones?  As a noted previously, mobile media is more popular with some groups than others.  In addition, it's important to understand not just the demographics of usage, but the purpose for which certain categories of users employ mobile media.

Fortunately, there's some new research data available.  According to Drop Ship Access, women are more likely to purchase from a cell phone, which suggests that they might be receptive to buying legal services through a mobile platform.  On the other hand, men tend to use phones to comparison shop - which means, they'd likely spend time reviewing lawyers' websites and credentials on their phones.

The most surprising statistic to me related to seniors:  Seniors (82%) are much more likely than the traditional user (64%) to use their mobile phones to educate themselves.  With that in mind, lawyers who target senior clients might want to be sure to deliver education based materials, like blog content or produce articles that render quickly on mobile devices.

Bottom line:  it may be time for lawyers to start moving towards mobility when it comes to marketing.