Study Finds That Users Changed Their 'Dead-Time' into 'Mobile Economic Time'

A study found that all the new inventions on the IT industry have caused users to change the way they spend their time, to the point where brands might lose customers if they don't keep track of this process.

The past few years saw the IT industry going through a serious shift in perspective, even if it isn't yet unrecognizable.

As this happened, consumers became more accustomed to mobile Internet devices and, indeed, phones and such became fairly common.

This has led to what CA Technologies described as the process of “dead-time” turning into “Mobile Economic Time.”

The latter denotes the time when consumers engage with brands and how, during online activity, they don't really have patience for brands that fail to deliver the expected level of security and convenience.

With 'dead-time' added to the equation, 'Mobile Economic Time' now equates to about 38 days, or five weeks, per year.

As such, it is the belief of CA Technologies that businesses have to start paying close attention to this “Mobile Economic Time,” for the sake of keeping their customers.

“The 38 day a year calculation demonstrates the significance of 'Mobile Economic Time' to brands and commerce,” said Professor Chanaka Jayawardhena, expert in internet services marketing.

“Anything less than a superior mobile online experience is bad for business. Companies must wake-up to 'Mobile Economic Time or risk losing customers.”

Needless to say, delivering optimal online experiences on tablets and smartphones were the two main methods of accomplishing this goal.

“This study is a 'wake-up' call for businesses to recognise the importance of Mobile Economic Time, as consumers and knowledge workers use their Smartphones and Tablet PCs to engage with brands and increase their productivity,” says Kobi Korsah, product marketing director, CA Technologies, EMEA.

“To make the most of Mobile Economic Time and drive revenue, growth, and customer satisfaction, organisations need to proactively assure and manage their mobile presence at a time when many Smartphone and tablet PC users have no limits on their data consumption.”