New Study Sheds Light on Mobile Engagement

by Jesse Lahey on July 29, 2015

How leaders can leverage the mobile technology

Group of hands with different cellphones connecting

A new study from comScore, a global leader in digital media analytics, reports that not only is mobile beginning to eclipse all other platforms, but it’s happening among all generations and across continents.

The 2015 report, “The Global Mobile Report: How Multi-Platform Audiences & Engagement Compare in the US, Canada, UK and Beyond,” discusses the implications of mobile and digital use for various economic sectors. What does it mean for today’s employers?

Here are five takeaways for why a mobile strategy has gone from being a nice-to-have to a must-have for engaging employees.

1. Mobile use continues rising among all generations, but especially Millennials.
As predicted, all generations continue the march toward mobile. Millennials drive the highest percentage of digital media time spent on smartphones at 61% in the U.S. and have the highest smartphone penetration (90%). But Gen Xers (50%) and Baby Boomers (30%) still consume a considerable amount of digital media on smartphones. With one in three workers hailing as Millennials, developing a mobile-based internal communications strategy may soon become imperative.

2. Most mobile usage is done via an app.
Although general searches continue to happen on mobile devices, most activity is actually app-based. In fact, smartphone app use has already surpassed desktop use. When looking to engage and inform employees, considering using an app or an app-like microsite. Store employee HR information, provide updates on company initiatives, share details on company events and programs, and more.

3. People use their smartphones the most for social media and entertainment.
It may come as no surprise that social media and entertainment account for a large percentage of smartphone use throughout the day (including working hours). But that might be good news. Studies have shown that social apps and networks can actually make employees more productive at work. Rather than discouraging social media use at work, consider using it to your benefit. Develop your own social media platform that employees can use to collaborate, share ideas, and build a cohesive community.

4. Desktop isn’t dead (yet).
Although mobile use now dominates the field, don’t discount desktop yet. It still is a relevant platform for digital media consumption. It’s the preferred platform among those 55 and older. Even among Millennials and Gen Xers, it retains a respectable position (31% of 18-34 year olds and 37% of 35-54 year olds). For that matter, don’t ignore other communication methods such as paper and face-to-face; a multi-channel approach is often the most effective.

5. Health and wellness is a hot topic among smartphone users.
Americans use their phones to research health-related content almost more than any other topic, according to comScore’s findings. For employers looking to increase workforce health engagement, mobile is a great way to start.

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TRY IT: To see an example of how mobile can support your communication strategy, text the word engage to 31996. (You’ll receive an automated text message within a minute or two, plus occasional updates. Message and data rates may apply. Text STOP anytime to opt out.)

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Sources:

The Global Mobile Report: How Multi-Platform Audiences & Engagement Compare in the US, Canada, UK and Beyond, comScore, 2015

http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/

http://www.forbes.com/sites/jeannemeister/2013/04/18/want-to-be-a-more-productive-employee-get-on-social-networks/

By Jesse Lahey, with Joe Loya and Kelly Skarritt-Williams. Jesse is the host of the podcasts Engaging Leader and Workforce Health Engagement. Jesse, Joe, Kelly, and their other colleagues at Aspendale Communications help mid-size and large employers attract talent, engage employees, and achieve business results. If you know anyone who would benefit from this information, please share it!

 

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