You have your desktop website, and you have a very clear picture of what your customer looks like, but what about your mobile customer? The mobile audience is a completely different breed of animal, and in this day and age, you’d better know the key characteristics that define it. Without a clear picture of your mobile customer, your marketing could fall flat – or at the very least, it won’t be as effective as it could be. These basic mobile audience characteristics will help you understand what makes this very special customer tick. Then, you can adjust your marketing strategy to better reach them.

They are informed.

Your mobile customers are in the know about products, services and businesses. They carry the Internet in their pockets, and that access to knowledge gives them power. They can reach out to experts in a certain area and do a little comparison shopping all while standing in line at the grocery store. They research, explore and analyze products from a variety of sources in order to find exactly what they need or want.

They are social.

Your mobile customers are plugged in to at least one social media site – usually more. They are checking out reviews, asking for recommendations or seeking advice from their connections. These customers are very community-oriented, and they have the attitude of “we’re all in this together.” They want to interact with their connections, but they also want to connect with you. Don’t miss this opportunity to get to know your customers better.

They expect your best.

Your mobile customers have an expectation that their needs will be met – quickly. This is the digital age, and things move fast. These customers are informed and aware that they have a lot of options. They are accustomed to communicating in real time, so they expect you to respond quickly, as well. They expect you to be at your best and ready to give fast answers. You have to be able to meet that demand.

They are connected.

With the Internet, the cloud and social media, mobile customers are more connected than ever. With just a few taps, they can access information and people. They live in real time and are on the go and connected around the clock with no off button. The thing is, they just assume that everyone else is living that same life – and that includes your business.

They are mobile.

These customers are more mobile than ever. With the World Wide Web at their fingertips, they are not chained to a desk or even a laptop. They are free to roam while they access the Internet, and they are accessing apps and looking for mobile-friendly pages. They expect the businesses they buy from to be as mobile as they are.

They have an expectation that technology is going to work.

These customers have an expectation that mobile technology is going to work. For many of them, that is all they know. They expect to go to a Web site and be able to view it because it is mobile-friendly. They expect to be able to connect with a business across many different channels and make purchases with a fast checkout.

Mobile customers move in a very fast-paced world, and you have to keep up or get left behind. Understanding this new audience can help you make the necessary adjustments and bridge the gap.