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Weekly Furniture Media Note #1 from Lance Hanish -MobileFirst

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We live in a new DNAge. It is a world filled with instant communication and instant impulse actions that begin with an unending search for more information for making decisions in our daily lives. What follows is ‘action’ … consumers taking action and buying products, all types of products and services. Within the next 24 months, more people will be accessing web content from mobile devices than they will from the desktop or laptop. Now is the time to change from just having a web presence that is “mobile friendly” to one that is truly optimized and designed for mobile accessing. Platforms and consumers are evolving. It is critical to have a strategy in place to address these paradigm shifts. How are you meeting this change in direction?

MobileFirst is more than just a strategy. It is, at the core, a philosophy that places you directly onto the leading edge of communication today and into a world your potential customers are using.

Years ago, we came up with the phrase, “Nobody Reads The Newspaper Anymore.” It was an effort to expose the traits that were prevalent during the 1950s no longer mattered. We were not dealing with a world your grandfather was familiar with. Television was king. Television dominated news and information, just as newspapers had earlier in the 20th Century.

We no longer live in our father’s time. We no longer are dealing with a world our father was familiar with. Computer was king. The web, accessed through desktop and laptop computers dominated news and information, just as television had in the later half of the 20th Century.

Today with live in a world of instant communication. Mobile is now the king of news and information. We live in the 21st Century where content is available 24/7 in a flash of a moment. We need to understand and adapt. We need to get our arms around this, the latest in accessing technology in order to do business within today’s environment.

In a new study by Lightspeed Research of iPhone and Android users, mobile devices have become the primary source for news and information, besting traditional media such as newspapers, during the week Monday through Thursday.

On weekends, mobile consumers use their cellphones, tablets and smartphones in an entirely different way than they do during the week. As weekends approach, consumers substitute entertainment for business and business information.

The study shows that mobile phones are most commonly used for research (32%), comparing prices (27%) and reading product reviews (25%). Consumers estimate that 35% of their research and purchase activity for big-ticket items is conducted on their mobile phone. A whopping 62% say they used their mobile phone at the beginning of the process, when they first thought about buying the product.

Common sense says that mobile use in the purchase cycle will only increase, as phones and connectivity get more sophisticated. How important is the mobile movement? A recent study from TeleNav indicates just how far we would go rather than part with our beloved wireless technology. The study found that a third of all surveyed were willing to give up sex for a week rather than forgo their mobile phone. A full 70% of those willing to give up sex rather thantheir phones were women. When it comes to guilty pleasures, 55% were willing to go without caffeine; 63% said they’d give up chocolate before their phone; and 70% would forsake alcohol to hang on to their mobile phone. Some 22% of smartphone owners said they would rather go a week without seeing their significant others than without checking their apps.

That’s probably the same amount of people found sleeping on the couch after taking this survey.

Lance Hanish is Chairman/CEO of Sophis1234 Data.Digital.Direct. He can be reached via email at Lance@Sophis1234.com.

Also connect with Lance on facebook: Sophis1234; twitter: @Sophis1234; linkedin: Lance Hanish; YouTube: LBC Advertising.

For a free copy of Media Notes Canonical that that includes many more media observations and tips, visit www.sophis1234.com and sign in using the Guestbook.

He was formerly Chairman/CEO, LBC Advertising, the leading marketing communications firm for retail, specializing in home furnishings.

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