April 23, 2013 § 1 Comment
Smartphones now comprise 57% of the mobile market in the United States. By next year, there will be more mobile devices than there are people in the world and more mobile phones than desktop PCs.
With all that mobile action, why then is mobile advertising not growing as fast as smartphone adoption? According to IAB, some 53% of agencies say they don’t have experience in mobile advertising. And 70% say they would purchase more if clients understood it better. Translation: Agencies and clients need to go to school on mobile.
The Google Factor
So here’s a tip for all the late adopters: Mobile ads work! Or at least that’s what Google says. Mobile ads appear to be the most effective paid method of driving page likes, and Google reports that smartphone users are unusually responsive to advertising. Forty-two percent of users click on mobile ads they like, found the Mobile Movement: Understanding Smartphone Users survey. Of those, 49 percent go on to make a purchase, while 35 percent visit the advertiser’s site, and 27 percent call the business in question. A lot of that clicking is on local sites; 95% of people look for local info on their smartphone.
All that smartphone usage leads to smartphone shopping. While strolling the aisles, 49% of us compare prices, 44 percent read reviews of stuff while we shop, and 34 percent are using their phones to check the store’s inventory.
Gender differences in shopping: In a new study by Millennial Media and comScore, findings show men are more likely to use phones to check product availability, compare prices, find deals or make online purchases. Women are more likely than men to use phones in stores to text or call friends about products, send pictures of products, or research product features.
Mobile-Optimized Sites and Apps Necessary
Those that will win in mobile will have sites that are responsive and won’t have roadblocks like Flash. I was working with a client recently, and I tried to view her website on my iPad. Because her site was built in Flash, it was not at all accessible on any Apple devices.
Right now, people spend more time on apps than mobile websites. Tablets seem to be the online shopping tool of choice. Important features include side-by-side product comparison, 360-degree zoom, customer ratings, and an easy checkout process are most important to shoppers.
So let’s go mobile!
December 9, 2012 § Leave a comment
A hospital or doctor’s office seems like one of the least likely places to find use for a mobile app, but according to Trend Watching’s 10 Trends for 2013, “appscriptions” are the future for the healthcare and technological industries alike. Health care professionals are turning to mobile apps to help patients get and stay healthy, which is easier considering that there are more than 13,000 health related apps available in Apple’s app store alone. With this deluge of choices, Trend Watching suggests that in the coming year, consumers will turn to doctors to find the safest and best apps available.
The benefit is mutual. While consumers have convenient access to a wide variety of medical resources and information, the healthcare industry may see resultant reduced costs as patients live healthier lifestyles. Mobile apps have recently been popular for assisting with weight loss efforts, with apps that count calories, offer exercise routines, and track progress. But health apps are not limited to dietary relevance; this summer, Antibitoics Reminder hit the market at no cost, offering patients a convenient way to track their medication consumption.
According to Time magazine, the following health apps cap off as the “best of” various categories:
- Exercise: RunKeeper (tracks distance, time, and pace)
- Diet: Fooducate (offers nutritional information)
- Sleep: Sleep Cycle (helps improve sleep patterns)
- Weight Loss: Lose It! (monitors calorie intake and use)
- Health Care: ZocDoc (makes finding a great Doctor easy)
While mobile apps are clearly important in the health field, it is important to recognize the recent more general mobile app trend, in which consumers demand convenience and information at the tips of their fingers. If your brand is looking for a way to stay current and edge out the competition, ask yourself how a mobile app can bring your brand experience to the palm of your consumer’s hand. But consumers are discriminating and your app must
provide a real service they need. Smartphone users now have an average number of 41 apps — a rise of 28 percent on the 32 apps owned on average last year. Despite the rise in app numbers, the amount of time that people are spending in apps has remained essentially flat; they are being used for 39 minutes per day today, compared to 37 minutes in 2011.
July 14, 2012 § Leave a comment
How do our smartphones figure into travel? According to a study with TripAdvisor, some 47% use their mobiles for calls and about 40% of us use a mobile device to plan a trip. Another 20% said the most important function was using chat tools and email.
Alongside making calls and SMS messaging, mobile phone owners are using their devices in the following way when travelling:
- Taking and sharing photos – 65%
- Browsing the web – 54%
- Navigation – 52%
- Reading the news – 48%
- Playing games – 38%
When looking in particular at activities when using phones for travel planning, respondents said:
- Researching restaurants – 52%
- Researching destinations – 46%
- Reading reviews – 45%
- Booked or researched hotels – 42%
- Booked or researched flights – 34%
May 10, 2012 § 3 Comments
Smartphones have crossed the tipping point. According to Nielsen, a majority (50.4%) of U.S. mobile subscribers owned smartphones, up from 47.8 percent in December 2011. And of course women over index the national stat – 50.9 percent of female mobile subscribers carried smartphones in March 2012, compared to 50.1 percent for men.
Smartphones are really the mobile shoppers dream for the following: “Locating a store” (73% vs. 42% for tablets ), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners). However, tablet owners are much more likely to use their device for online shopping: 42 percent of tablet owners have “used their device to purchase an item,” compared to just 29 percent of smartphone owners.
For marketers, it is important to understand how our target is using a mobile device so we can tailor messages and design appropriate engagement opportunities.
Pay As You Go Currently we are buying online, but Nielsen points out that soon we will become comfortable with using our smartphones to make payments for items. I can’t wait. ” Just one less thing to worry about,” says Forrest Gump.
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