The first, most overarching trend for B2B mobile marketing in 2016 is that mobile’s role in the workplace will continue to grow. Mobile is a key contributor to the ever-blurrier lines between work time and personal time, giving B2B marketers a growing number of reasons why they should be working harder to reach mobile audiences.
In 2014, the average nonvoice time US adults spent on mobile devices surpassed that of desktops and laptops for the first time, and growth will continue for the next several years, eMarketer estimates. By 2017, US adults will spend more than 1 hour per day using their mobile device than they will on their desktop or laptop, as explored in the new eMarketer report “Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow.”
Of course, it’s likely that target audiences for certain B2B marketers spend a lot more time on a traditional PC than 2 hours per day. It’s important to note that these are averages across the entire US population, not just those in the workplace who spend the majority of their day in front of a computer. But it’s also likely true that even for people who use their PC frequently, time spent using smartphones and tablets continues to increase. Read the rest at eMarketer.