Although I’ve been faithful Mac user for years (I’m currently using a white MacBook after the sad demise of my old-school PowerBook), I was a bit late to jump on the iPhone bandwagon. I knew I didn’t want a first-generation iPhone, and then the timing was never right for me to purchase subsequent ones. But when I saw the details of the snazzy new iPhone 4, I knew I had to ditch my poor, slow BlackBerry Curve and upgrade.

I’ve spent the last two days downloading apps, easily surfing the Web and getting used to the touchscreen (which, I must say, is extremely intuitive). The whole experience has reinforced my belief that associations have to consider how their websites look on the mobile web, and if an app may be right for them.

Right now, I only have a select few apps that I paid money for — among them, the AP Stylebook app. (Yes, I’m a huge nerd.) One app that I didn’t know existed was the one for This American Life, one of my favorite radio shows whose podcast got me through many a long commute back in the day.

What I love about the TAL app so far is that it has archives of every radio show back to 1995. It updates with new ones automatically, and there are also archived clips of the short-lived TAL television show. And all for just $2.99! (Sure, it’s a little annoying that I can’t listen to episodes underground on the subway unless I buy them from iTunes, but the app does give users an easy way to do that.)

OK, so what does this have to do with associations?

As mobile Web browsing continues to become more mainstream — and not just with the iPhone, but with other operating systems (such as Droid), as well — associations have to consider their mobile presence. An app can be an easy way to put all pertinent info in one handy place. Members could have the ability to access news, community features, advocacy information, event calendars and even multimedia — literally at their fingertips!

Yes, not everyone has a smart phone and right now, using a phone to browse the Web isn’t for everyone. But these phones are gaining huge market shares, and there’s continued pressure to always be connected and have information readily available. Even organizations with limited time, staff and other resources should begin considering how they can take advantage of mobile tools. As members of Generation Y continue to grow up and enter the workforce, memberships will (hopefully) begin to skew younger. As “digital natives,” Millennials prefer (and sometimes expect) to have information available wherever they prefer — and many of us are used to constantly being connected. It’s second nature to us.

Mobile does matter. Maybe not right now, to your organization, but it matter to the millions of iPhone, BlackBerry, Droid and Palm users out there who are getting more and more used to browsing the Web on smaller screens, and using apps to constantly have information. Don’t let your organization fall behind the mobile curve.