Marketing

As everyday people become more accustomed to getting what they want, when they want it on mobile, AFL have stayed on their toes in order to keep up. There’s no doubt footy fans across Australia still love a good BBQ and gathering around the TV to watch the game. But recent stats from Telstra are showing off this fairly new way of enjoy footy – on mobile devices. For the 2016 AFL season alone, the most popular match viewed on the mobile app raked in a total unique audience of 56,153. And with AFL Live Official App having already seen a 51.2% increase in an average four weeks between the 2013 and the 2015 season, we can expect mobile consumption to continue growing into the future.

Regardless of your business’s track record, you can pick up a thing a two from AFL’s lead into the mobile space. One – playing the mobile space can capture and retain consumer segments that may have been lost in other media channels. In AFL’s case, it was viewers under 50 years old who were out and about in the afternoon. Or Carlton Blues Fans who didn’t have enough spirit to attend the games themselves – they finished 14th on the ladder but were the most viewed team on the mobile app!

And finally, the appeal of the mobile channel is that consumers have more autonomy over their content consumption. If your content is readily available to them whenever and wherever they are, you’re bound to earn a couple of brownie points – and conversions too.

If you’ve been ignoring the shift of your customers’ consumption towards mobile over the last few years, then consider this your wake up call. You don’t have to have an app to be in it to win it. Start with your pre-existing business website (if you don’t have that, you need to chat to us ASAP) – has it been optimised for mobile web browsing? It’s not enough that your business shows up on the first page of search results. If it takes more than 3 seconds for your webpage to load on mobile, only 47% of your visitors will bother to wait around. We’re already noticing websites optimised with Google’s Accelerated Mobile Pages (AMP) are climbing the ranks in mobile searches. So if your product or service is heavily sought out for on mobile (which applies to most if not all businesses in Australia), it’s worth learning more about AMP optimised websites here.

Whether your business flies like the Hawthorn Hawks, plays it as cool as the Sydney Swans, or is preparing to bring the house down like the Western Bulldogs, the mobile space is crucial for your long-term business strategy. We’ve already seen 71% of consumers use mobile devices for payments in Australia, yet 51% of businesses have done nothing to capture the mobile commerce opportunity.

The AFL is a strong example for businesses to evolve quickly in order to keep up with agile and dynamic changes in consumer behaviour. But the good news is you are never too late to seize the win for your business. If the Western Bulldogs ending their 55-year grand finals drought doesn’t inspire you to get the ball rolling, check out more of what your competitors are doing the mobile space in our research publication Dando INSIGHTS #3 – The Rise and Rise of Mobile Apps.

 

Update: 1/10/2016:

The Western Bulldogs weren’t the only winners for 2016 AFL season – mobile consumption took a giant leap as well. Telstra has revealed an 184% increase in usage of their AFL Live Official App per premiership game this season compared to the 2015 season!