Times have changed and we are no longer in a time where people are just using desktops. With most people owning smartphones (smartphones make up 80% of the mobile phone market) and many also using tablets, people have become accustomed to splitting their time between multiple screens. This is a crucial point to consider in your law firm’s online marketing strategy. If you’re only focusing on one type of digital platform, such as desktop, you’re only being partially effective at reaching your target clients.
Let’s look at some recent data to get a sense of just how important it is to have a multi-platform approach. According to comScore’s study, “2016 U.S. Cross-Platform Future in Focus,” total digital media use (split by desktop, smartphone, and tablet) has tripled from 2010 to 2015, and it has increased by 35% from 2013 to 2015!
It probably comes as no surprise that smartphone usage was the leading drive of this growth, increasing by 78% since 2013. Here’s a chart form comScore’s report that shows the breakdown.
Source: “2016 U.S. Cross-Platform Future in Focus” by comScore
The report also provided a number of other eye-opening stats. For example, it stated that mobile now makes up 2 out of every 3 digital media minutes. It also showed that for each age group, from Millennials to Baby Boomers, the majority are using multiple platforms rather than just a single platform (mobile-only or desktop-only).
% Using Multiple Platforms in 2015 (from the comScore report)
- Ages 18-34: 77%
- Ages 35-54: 82%
- Ages 55 & Up: 67%
Another study also showed the 35-54 age group (referred to as Generation X) is especially active in toggling between multiple devices. According to Yahoo’s study, Gen Xers have an average of 9.2 device switches per hour during the prime time hours of 7-10 p.m. This is higher than the average of 8.7 device switches per hour for Millennials (ages 18-34). However, while Millennials were less active multi-taskers, they were shown as being more engaged in what they were viewing. The devices taken into consideration were phone, laptop, and television.
Source: “Gen X: America’s Most Influential Generation” study by Yahoo
What It All Boils Down to: Are You Targeting Potential Clients on All Devices?
As you can see from the data above, you are limiting yourself by only catering your attorney marketing to users on a single platform. You never know what type device a person will be using when he or she interacts with your firm online, so you have to be ready with a well-rounded digital strategy!
The first step you will want take is to ensure that your website uses responsive design technology. This means your website is probably optimized for all different types of devices—desktops, tablets, and smartphones—which essentially makes your site “mobile-friendly.” If your website is not mobile-friendly, users will likely find it difficult to read and navigate and will quickly leave.
Next, you can start using marketing strategies that help you reach out to mobile users, such as running Google pay-per-click (PPC) and social media ads that specifically target individuals on mobile devices in your local area. To learn more about both of the tips mentioned above, read our blog post titled “The Dangers of Pretending Mobile Doesn’t Matter for Your Law Firm.”
At Scorpion, we have legal marketing experts who want to help improve your online presence and reach the right audience—across multiple platforms! Contact us today to find out how we can assist you.