The Smartphone enters its age of Ubiquity

The Smartphone enters its age of Ubiquity

How many times a day do you look at your smartphone?  15? 20? Think about all the things you’ve come to use on your phone for besides phone calls and how it’s quickly become a tool greater than any of us could have imagined.  Smart phones have become an integral part of our lives since the first iPhone and Android came out in 2007 and 2008 respectively.  In fact, once smartphones hit the market they had the fastest adoption rate in tech history.  Faster than the television, the cellphone and even the internet.  In 2015, nearly two thirds of Americans are smartphone owners and for many, these devices are the key entry point to the online world.

While the continued increase in smartphone adoption comes as no surprise, Pew Institutes recent finding of how reliant we have become on these devices to access the Internet is worth note.  A growing number of individuals depend on their smartphones as their sole high-speed Internet connector.  In fact, 1 in 5 Americans rely on a smartphone as their only connection to high-speed Internet.  Certain groups in particular rely more heavily on their smartphone to stay connected including younger adults, those with low household incomes and levels of education attainment and non-whites.


A Mobile Strategy is key.

As the reliance of smartphones continues to grow and the number of people counting on it as their solemeans to access the Internet, it is imperative that businesses are able to make meaningful connections with their customers through this medium.  Consumers are continuing to set high expectations when it comes to interacting with a business on their smartphone and in order to compete and stay relevant companies must meet these expectations.  Maintaining a mobile responsive website, having a mobile app and continually producing fresh, relevant content through blogs and other social media channels is key to not only relaying important information in a clear and concise manner to your customers but also maintaining their loyalty long term.  Just like the importance of having a website 10 years ago, having a mobile strategy in place is now imperative.  Do you want to completely ignore the 20% of the population who rely on their smartphone as their only connection to the Internet because you don't have a mobile strategy?  Businesses need to take a specific look at the information they are offering consumers and what that experience is from a mobile device.  Considering 62% of smartphone owners used their phone in the past year to look up health information, health systems in particular need to be sure they address the experience patients have when they interact with their brand on their smartphone.

As Americans become more and more smart-phone dependent, to stay relevant businesses must keep up.  It is clear that the creation and maintenance of a mobile strategy will now be part of what defines a businesses success.  As consumers continue to rely on their smartphones to help navigate the world around them, creating a tailored experience on those devices is going to go from something that’s appreciated to something that’s expected.  Check back with Axial in a few weeks to hear our take on building your own mobile strategy.




1. Oskay, Windell. 2007. flickr. 20 April 2015 (