Say what you will, but our lives are now completely and firmly dominated by mobile technology. Standing in line for a coffee? Perfect, check your email (and then get your Starbucks app ready to pay for that coffee). Sitting in a conference room waiting for a meeting to start? Might as well check your latest text messages, today’s stock market activity, and conduct some quick banking.

In short, mobile technology rules our lives, and from a business standpoint, that means the content we throw out in cyberspace must accommodate smartphones and tablets. Okay, I know I may sound a bit like a broken record (or would that be a broken MP3 file?), but study after study points to this resounding impact.

A recent Pew Research Center study on mobile technology found that 64 percent of Americans own a smartphone today compared with just 35 percent in 2011.

Not too surprisingly, 85 percent of adults aged 18 to 29 own a smartphone, while 79 percent of those aged 20 to 49, and 54 percent of adults aged 50 to 64, own a smartphone. Interestingly, when it comes to education and income, Americans with a college degree and annual income of $75,000 or greater are most likely to own a smartphone.

Understandably mobile tech devices are quite often the only means of online access for young adults and low-income individuals. However, even when other means of online access are available, smartphone users are increasingly using mobile devices for everything from business to banking at the following rates:

  • Online banking – 57 percent
  • Job research – 43 percent
  • Job application – 18 percent
  • Real estate information – 44 percent

In addition to internet use, the Pew study showed the top activities include text messaging, voice and video calls, email, and social networking. This usage, plus the always-on phenomenon is also increasing the amount of promotional emails smartphone users are now viewing, according to a study by Forrester Research.

In 2010, 59 percent of mobile users deleted email advertising without reading the content, but in 2014 that number dropped to 42 percent. The Forrester study also showed that fewer people care how a company obtained their email address and more people find emails are a good way to obtain product information.

So, let’s back up and think about what all this means to you as an advisor rather than as a smartphone user. First, it means many of your clients expect to conduct business with you by phone. Second, those same clients, and maybe even more importantly your prospective clients, expect to easily read and navigate your website to find quality information on your company and services. Third, your contacts probably read your useful emails and they may even read your promotional correspondences as well!

Yep, that means game on! So stop right now and ask yourself if you have a solid digital marketing plan that incorporates all aspects of our technical world with special emphasis on mobile devices. If you don’t like your answer, now is the time to get going and use the remainder of 2015 to craft a strategy. Mobile growth is driving content, and you don’t want to be left at the side of the road.

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