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Understanding Digital Behavior: Mobile Advertising & Online Advertising

Let’s say you are trying to integrate some digital advertising to your Marketing Strategy to sell your products or services to a new potential demographic. When targeting your product to a specific demographic, understanding digital behavior and digital navigation is key to ensure you can properly reach and deliver to your target audience. Today we know that Hispanics tend to do more purchases than any other communities through their tablets when it comes to digital targeting, mobile applications seem to be a key platform for specific products. The general consumer uses tablets more similarly to a PC (e.g., emailing, social networking, and retail shopping, in that descending order) than smartphones (e.g., social networking, emailing and receiving news, weather and sports updates). Multicultural difference can determine the way the marketer should think about online behavior and how to reach the target audience.

The first question to ask yourself is; what are the devices your potential buyer is using to make purchases? People tend to think that mobile advertising looks quite like online advertising. You might think that both might reach the same audience by using different devices, however, for marketers they work in different ways since the behavioral target on mobile is different than online advertising on a PC.

Don’t forget that mobile and tablets do have limitations! Technical differences include screen size and browser limitations (including scripting, plug-ins, use of cookies, and limited bandwidth). However, there are also several integrations you can include with reaching your market on mobile or tablet, including; camera use, access to photos, auto profile set up with social media and email, location, and push notifications. These are all ways you can better connect and understand your consumer.

One key difference between the mobile and desktop advertising is the use of apps on mobile devices and consequently the availability of in-app advertising.

Did you know that:

  • There are 224 million monthly active app users in the USA, compared to 221 million laptop and desktop PC users.

  • During TV prime time (around 8 pm), the audience for mobile apps hits 58 million users, a figure that rivals the audience for TV networks (Gordon, 2013).

  • Throughout the day, app users spend an average of 2 hours and 38 minutes on their smartphones or tablets, 80 percent of that time inside mobile apps and 20 percent on the mobile web (Khalaf, 2013).

  • On mobile devices, users spend much more time on apps than on web browsers. Mobile apps do not accept cookies.

  • Ad networks cannot aggregate user behavior across apps by using third-party cookies the way they do across websites on desktop PCs.