Marketing to Women: Smartphone Users Search Locally

February 29, 2012 § Leave a comment

Sometimes we forget the obvious.  The attached infographic on local shopping is a good reminder for any retailer to make sure they are easy to find on mobile search. Business listings are just an extension of your online and offline marketing.  So if you are reading this right now, stop what you are doing and google your business from your smartphone or tablet.

Here are a few of the facts:

•  49% of mobile and tablet users use apps for local business searches.

•  61% of smartphone users conduct local searches from their device.

•  64% of tablet users search for local stores on their device at least weekly

•  61% of those searching consider search results more relevant than paid ads (10%)

•  Most popular searches – restaurants, shopping and healthcare



Marketing to Women: Are the rich different from you and me?

May 11, 2011 § 1 Comment

The age old question does have some answers if we are talking about social networks and mobile activities – and it’s all good news for brand marketers.

According to a February 2011Affluence Collaborative survey, upper income internet users connect with brands on social networks for significantly different reasons than the general population. Their top reasons for affluent consumers to follow brands are a preexisting attraction for the brand and a desire to be kept informed about the brand.  This differs from the top reason for the general population to follow brands which is to receive deals and discounts.

The least-cited reason mentioned by all groups surveyed was to be entertained which means that all consumers are seeking some type of value in social engagement.

Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.

Affluents also prefer different social media networks than the general population.  Facebook was the No. 1 social network used by all groups surveyed, but LinkedIn and Twitter attracted affluent internet users at nearly double the rate of the general population.

On the mobile front, new data from mobile ad network Jumptap shows older, more affluent consumers are more apt to interact with ads than younger, less well-off mobile users. The 40-plus were almost five times more likely to engage with an ad than people below that age, and those making more than $50,000 were twice as likely to do so than people making less.

The research also found that 58% of mobile Internet users are getting content through their browser, compared to 42% via ad-supported apps.  In general, smartphone users are older and wealthier, which may explain the skew in interaction.

The importance in these findings is that branding never changes.  It’s the media tools that change.  A strong brand should always provide a reason for loyalty and invite engagement with its users.


Marketing to Women: Women Talk, Text and Shop on their Smartphones

January 7, 2011 § 1 Comment

With the explosion of mobile devices and the reports coming out of the CES Show in Las Vegas, it is interesting to see who is actually using their phones the most.  Nielsen just came out with timely information on our use of all those mobile devices.  While smartphone usage is now one in three, with all the new devices coming out, we will see smartphone usage explode.  Here are some 2010 facts (meaning they will be changing soon):

  • Number of Mobile Phone Users 13+:  228 million
  • Percent of U.S. Mobile Subscribers with Smartphones:  31%
  • Number of mobile phone web users:  83.2 million

Women Have More to Say

  • Female mobile phone users talk 28% more than men, spending 818 minutes per month (compared to men’s 640 minutes)
  • Female mobile users text 29% more than men, sending and receiving an average of 716 texts per month (compared to men’s 555 texts)
  • And we love our apps.  Currently the average number of apps on a phone is 27, the better to do our planning and saving.

How we spend our Mobile internet time

  • Email – 38.5% of time
  • Social Networks – 10.7%
  • News/Current Events – 7.2%
  • Search – 6.3%
  • Portals – 4.6%
  • Entertainment – 4.3%
  • Sports – 4.1%
  • Music – 4.0%
  • Videos/Movies – 3.0%
  • Weather – 2.8%

Women’s Use of the Smartphone for Shopping Grew Exponentially During the  2010 Holidays

  • More than a third of women used their phones as an important shopping tool, compared to 28% of men
  • Some 62% were looking for price comparisons, and 46% used them for price comparison in store

Teens Are The Texting Tornadoes

  • Mobile phone users 13-17 receive an average of 3,705 tests per month
  • The next highest group of texters are 18-to-24-year-olds.

In the Phone Wars (iPhone v. Android v. Blackberry), here’s the top 5 of smartphones people own:


Holiday Marketing: Android Usage Surpasses iPhone

December 8, 2010 § Leave a comment

It’s definitely a Merry Mobile Holiday. As the Android and iPhone smartphones continue to grow in dominance in the mobile phone market, I thought it interesting that a new study from network optimization firm Arieso finds that users of Google’s Android platform are using the most mobile data.    All smartphone usage is growing.  The share of Android users is 23.5% vs. 24.6% for iPhone and 35.8% for RIM (Blackberry).

Smartphones currently comprise a growing one-fourth to one-third of the mobile market, but they account for the majority of mobile browser and app use in the U.S., according to comScore.  Data from a recent Millennial Media report indicated that in 2010 32% of moms own a smartphone versus 20% in 2009. The report reveals that 32% of moms reported using their mobile Internet at least once a week in 2010 versus 20% in 2009. Both instances show an increase of 60% in usage by moms.

This is a powerful moment for mobile because not only is usage high among smartphone Moms, but this holiday season has already shown an amazing uptick in smartphone purchase and usage.  This usage indicates a real shift happening from personal computer internet usage to mobile internet usage.

One trend that continues to stay stable is the amount of time we actually “talk” on the phone.  It is clear that we are using smartphones as our Santa’s little helper, allowing us to comparison shop and keep up with our busy Holiday schedule.

Using iPhone 3G as a baseline, the new research from Arieso found that Android users score higher than iPhone 3G/iPhone 4 users in time connected to networks, call volume and the amount of data uploaded/downloaded.  However, those iPhone users are not far behind.

The note to marketers remains clear.  Make sure your websites are mobile optimized.  Use apps to help Mom in her shopping.  Make offers clear and easily read on mobile sites.  Remember that she may be standing in your store when she uses her smartphone.



Marketing to Women: Mobile Sites vs. Mobile Apps

August 19, 2010 § Leave a comment

There is a battle going on in the future of mobile with Google and the web facing off against Apple and the apps.

What does this mean?  Are we accessing sites and information through apps on our phones or through mobile optimized websites?

The consumer is voting everyday based on the choice of phones they make – and the habits they adapt.

So for advertisers, do we advertise on mobile sites, apps or both?  Probably the question is yes, yes and yes.  Currently mobile spending only accounts for less than 5% of marketing budgets.  Less than a third of U.S. marketers think optimizing the mobile marketing experience is important to their customers, according to an April 2010 survey by eROI. Just 23% of marketers responding to the survey reported having a mobile-optimized website.

Read more about this subject and other top mobile advertising trends in this Mashable post.


Women Need Marketers To Go Mobile

July 28, 2010 § Leave a comment

The statistics tell the whole story:

80% of the population has a mobile phone

90% of mobile phones sold today have internet connections

38% of mobile users go online and spend 2.7 hours a day online

53% of our purchases are influenced by web research

Just 23% of marketers report having a mobile-optimized website.

According to new research from eROI, less than a third of US marketers think optimizing the mobile marketing experience is important to their customers.  An equal number are unsure and nearly a quarter are just testing.

Some 63% are not interested in knowing how many are even viewing their emails on a mobile device.

And among the enlightened, the 23% of marketers that have a mobile-optimized website, the majority have made their mobile site a limited version of their full size site, providing just the information the consumer needs when mobile.

It is interesting to me that marketers do not understand the importance of having a mobile website that provides critical information for the shopper on the go — hours, map, and at least, essential information.

The only trailblazers have been large retailers like Target who have immediately understood the importance of a mobile site.

Marketers – wake up!  It’s time to go Mobile!


Marketing to Moms: Retailers Wake Up! You Need Mobile!

July 6, 2010 § 1 Comment

Hmmm.  Here are the facts retailers:

23% of mobile phone users have smart phones and consider them an extension of their lives

•  90% of all phones sold have web browsers and one out of three users will access the web through their phone

•  Half of all cell phone users think it is safe to make a purchase from their phones

•  Web shopping is currently 6% of all retail sales and is growing

• Web research influences 53% of our purchases

But, digital strategy firm Acquity Group found that only 12% of the top 500 internet retailers had sites optimized for mobile phones, up from 4% a year ago.

Wake Up, Guys!  Mobile is the new frontier.  Those who don’t allow customers to easily interact with them on their mobile devices will lose the race going forward.

So who are those smart 12%?  The top 10 list includes, Best Buy,, Barnes and Noble, Indigo Books & Music, Sears,, QVC, Target and

The list is heavy with companies selling gifts, flowers, books and the “mass merchants”.

And here’s a tip for you.  When it comes to mobile URLs, please use the “m-dot” naming convention for mobile Web addresses.  Some snappy URL will only confuse your customers.

And by the way, what will I buy from my phone?  Movie and entertainment tickets, books, music, games, apps, airline tickets, hotel reservations, apparel, ………..  Get the picture?


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