In this blog we bring you the video of Tomi Ahonen’s presentation at the recent Fresh Thinking event. Tomi set the scene for this in his guest post Time to ‘Re-Think Mobile‘ and didn’t disappoint when he took to the stage!

His years of studying mobile, its growth in adoption and influence, have given him many statistics and insights that transcend business sectors to show the power and reach of mobile.

Here are four key points to look out for:

E-mails are read within 48 hours, SMS messages are read within 4 minutes. This is an incredibly powerful finding from research carried out in New Zealand. It’s actually 720 times faster and drives home the value of using SMS over e-mail for internal and external communications that require action. For recruiters this could be very relevant for candidate communications.

51% of UK adults (31% in US) prefer SMS over voice calls. How many businesses contact by the phone? It would seem that this is not the way in which many people want to be contacted. The message most sent via Skype messaging is ‘are you free to talk’ – how many times do we ask before calling? There must be a big impact for business if we aren’t contacting people in the way that they want.

There are two internets. When you visit a website on a laptop the experience is different from when you access on a mobile. There were many stats that showed improved sales from mobile when the website was mobile optimised and catered for mobile’s unique connectivity, in built payment abilities and availability at creative impulse (after all 52% of smartphone users change their purchasing decision whilst in store based on price/spec checking on their phones)!

No phone left behind. This is the philosophy of Kraft, who recognise that not everyone has a smartphone and that the mobile web reaches a 14x bigger audience than the smartphone app. It is also the thinking behind Coca Colas 70:20:10 rule – 70% SMS messaging, 20% mobile web, 10% mobile apps.

Enjoy the presentation! Trust us…you will need to watch this more than once to take in everything he has to say!

Let us know which points make you think about mobile differently…

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