Never Too Old For Mobile
Awhile back we reported on America’s New Mobile Majority, noting that over 50% of US mobile subscriber now use smartphones. The post included extensive mobile use data from Pew Research.
Additional data indicates that 36% of consumers read emails on mobile, rising to 55% among 18-34 year old; and 10% use mobile as their principal means of checking email.
But, in case you’re inclined to think avid mobile use is just for youngsters, check out this interview with AARP’s VP of digital strategies. He reports:
“Baby boomers account for about 40% of paying customers for wireless services. The audience is already mobile. We see about 15% of our unique visitors come from mobile. Mobile traffic has grown for 10 or 12 consecutive months, so the audience is mobile-friendly. We have a “mobile first” mindset; we want to make sure for everything we design, right out of the gate, the mobile experiences are built in.”
AARP has built apps for mobile, and already has 319,000 downloads.
Obviously AARP, with 37 million+ members, is a huge enterprise, and can tackle the mobile channel with ample resources. But all nonprofits, certainly any doing significant email fundraising, need to be getting comfortable with the channel.
Ring true?
Tom
Behavioral Science Q & A
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