A study published recently in the Journal of Consumer Psychology proposed the existence of a "mobile giving gap" — a phenomenon in which consumers are less likely to donate (or donate less) when they're using their smartphones than if they are on a PC. Researchers found that consumers process information and behave differently on their smartphones compared to browsing on laptops or desktop computers.
This difference in mindset and buying behavior has implications for small businesses too. Understanding how and why consumers process information across different devices can help form smarter marketing campaigns. Here's what merchants need to know about the mobile giving gap and how to overcome this potential marketing obstacle.
What is the mobile giving gap?
The mobile giving gap describes differences in online donations to charities based on device type. Coined by researchers at Notre Dame and the University of Connecticut, the mobile giving gap highlights the need to adapt donation approaches across device types.
"Our research describes critical attributes of a mobile mindset, in which consumers are more self-focused and less 'other-focused' on their smartphones than on their PCs," said study co-author Kristen Ferguson, an assistant professor of marketing at Notre Dame's Mendoza College of Business.
"This is because they constantly have their smartphones with them and view the devices as a part of the self, so are more likely to think about themselves rather than others when using them," Ferguson said.
Today, the average person spends about three hours and 15 minutes per day on their mobile device. It's estimated that around 15% of the population no longer uses a traditional computer, period: They conduct all of their business via a smartphone. Understanding the way attitudes and behaviors change based on the device used is crucial for small businesses looking to break through the noise.
[Read more: 9 Text Message Marketing Tools for Small Business]
Use SMS messaging exclusively for time-sensitive info, such as a flash sale or limited-time release.
How can your business overcome the mobile mindset?
Study authors argued that charities are leaving money on the table by using a one-size-fits-all approach to soliciting online donations. By adapting your marketing message to the medium, you can maximize the impact of your marketing strategy.
According to Hootsuite, 81% of U.S. consumers think brands send too many messages. "And that doesn't just mean text messages. That means messages across all channels," wrote the social media management platform.
Consider how your text message marketing fits into your overall outreach strategy. For instance, use SMS messaging exclusively for time-sensitive info, such as a flash sale or limited-time release. Don't simply copy and paste the information from your latest email blast into a series of text messages.
"Don’t be like that crazy ex that won't stop texting. Be intentional; make it count when you text them. Offer them a deal or VIP access so they feel special, not bombarded. In general, limit your text messages to once a week or less," wrote Campaign Monitor.
[Read more: 8 Savvy Text Message Marketing Best Practices]
Best practices for mobile marketing
It's not only charities that are struggling to handle mobile-first customers. Retailers, too, are struggling to move shoppers from browsing to buying. Partly this is because brands aren't considering ease of use when sending marketing messages.
"Make sure that you're making that actual conversion really easy," said Gabrielle Wooden, Tapcart's Senior Content Marketing Manager. Wooden cited research showing that the rate of abandoned carts rises significantly if it takes longer than 13 seconds to check out.
Keep your messages short, sweet, and formatted for a mobile device. The user experience should be top priority.
"Think about the last time you received a virtual book from someone via SMS text. You probably either didn't read it or wished they would have just sent an email. Honor that instinct in your SMS marketing," wrote Campaign Monitor.
It's also helpful to differentiate the types of mobile messaging available. SMS, MMS, and OTT (over-the-top services like WhatsApp or Facebook Messages) each have different limitations. That doesn't factor in mobile apps, mobile search, social media, and designing a mobile-responsive website.
Ultimately, the key takeaway from the mobile giving gap is to consider the experience someone has with your brand on a device-by-device basis. Instead of thinking about your marketing channels, think about your marketing devices and customize messaging accordingly.
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