Mobile’s Workplace Role Surges in the ‘Always-On’ Economy

Mobile's Workplace Role Surges in the ‘Always-On’ EconomyThe biggest trend in B2B mobile marketing in 2016?

Look for mobile to have an increasing significance as its influence continues to surge.

“Mobile is a key contributor to the ever-blurrier lines between work time and personal time, giving B2B marketers a growing number of reasons why they should be working harder to reach mobile audiences,” notes eMarketer in a report this week.

Last year, the nonvoice time U.S. adults spent on mobile devices surpassed that of desktops and laptops for the first time.

And that’s going to continue.

“By 2017, U.S. adults will spend more than 1 hour per day using their mobile device than they will on their desktop or laptop,” according to eMarketer.

In related news, social and search platforms are also going increasingly to mobile.

“LinkedIn reported in its Q3 2015 financial results that 55% of all its traffic came from mobile,” reports eMarketer. “In May 2015, Google reported that in at least 10 countries, including the US and Japan, more than half of searches on its platform were conducted via mobile devices.”

It’s becoming all mobile, all the time, with 55.8 percent of U.S. mobile phone users expected to be Facebook users. Soon nine in 10 U.S. Twitter users will also access Twitter via their mobile devices.

The downside? It’s the works-never-ends danger.

“This proliferation of mobile in the workplace is leading to greater demands from employers that their employees be “always on,” according to research from Gallup,” the report concludes. “In April 2014, 36 percent of employed adults said they frequently checked their work email outside of normal office hours. Perhaps a more disconcerting finding was that close to one-third of employed adults said their employer expected them to check email or otherwise stay in touch outside of normal working hours.”