Hold the Phone: Why Share of Screen Trumps Share of Wallet

When I was about twelve, my oldest brother made a post-college trek to Europe. I gave him a few bucks and a plea to bring me back a Swiss Army Knife. A real one. From Switzerland. Screwdrivers, tweezers, a saw, a corkscrew (for all those corks seventh-graders need to unscrew) and even a magnifying glass.

The funny thing about Swiss Army Knives, though, is no one really gives a rip about the knife part. Even though it’s called a “knife,” the reason to get one is to have all those other tools, the things we need to get things done. Mobile phones are that way, too, but in a much bigger way. Rather than gut a fish, tighten some screws or magnify the intricacies of a leaf, mobile devices enable users and brands to connect. Therein lies the opportunity in our mobile world.

Share of screen is a bigger deal than share of voice or even share of wallet. When your app is on your customer’s screen, they’re engaged with your brand and engaged customers do great things.

Earning space on a user’s device is quickly becoming the fast lane to successful marketing. Through the portal good apps create, marketers are able to connect, instruct, assist and sell to their targets. Apps become trusted friends, tools used for everything from finding lunch to finding a great new product. So while classical marketing will tell us it’s all about gaining share of voice or share of wallet, modern marketing would suggest that share of screen is much more important.  That’s because share of screen delivers share of voice and ultimately, share of wallet.

Usage statistics suggest that mobile users download a lot of apps. In 2011, the average user downloaded 83 apps, a 61% increase from 2010 (zeldman.com). And while they are downloading lots of apps, they use just a few: 26% are opened once, another 26% are opened 11+ times (zeldman.com).  Earning your spot and more importantly, winning trust and earning usage should be top-of-mind to the modern marketer. Watch this blog over the next few weeks and we’ll show you the way…

- Tom Tholen, contributing author for The Brand Show and chief customer engagement officer at Two West, Inc.

What apps do you use on your mobile device that create engagement with a specific product? Share your thoughts below or on our LinkedIn Group.