Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.
These are the main findings of the study….
- 78% check email on smartphones
- 73% browse websites
- 70% using Facebook in some way
- 131 minutes per day communicating on their smartphones
- about 33 minutes of the above are spend on Facebook.
Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.
We all experience on a daily business how mobile devices are changing our world. Mobiles become more and more our shopping companion, and with it mobile search becomes more and more popular to satisfy our needs. Google and Nielsen cooperated in a recent report to illustrate where and how people use mobile search, and what purchasing behaviour results from it.
Most mobile search activities happen in the afternoon and evening. However, the activities happen at home (68%) and not from “on-the-go” (17%). The driver for the activity is 81% the need for “speed and convenience”. Funnily enough people believe that doing a mobile search at home is easier than opening the computer (83%).
Concerning the types of mobile search, it varies still. People tend to do food and shopping “in-stores” versus finding travel information which is done from their office or while on-the-go. The interesting finding for marketers is that these searches drive users to do additional activities. 73% trigger additional actions after doing their mobile search.
The study makes clear that mobile searches are pushing fast online and offline activities. More than half of all mobile users do call a business, make a purchase and visit a store in the short time-period of only one hour. Furthermore, mobile searches becomes more and more impactful for businesses. Mobile searches trigger consumers for additional actions and conversions (73%). The respondents of the study also visited a retailer’s website (25%), shared information (18%) and visited a store (17%).
Although this study might have some Google touch, the reports offers some good insight into the offline and online world and how it gets driven by mobile search. We should not be surprised to get further new mobile products from Google for users (mobile value-add) as well as for marketers (mobile ad products).
Which products would you like to see from Google for mobile search that don’t exist yet?
After yesterdays moderation of the dmexco Night Talks in Hamburg on “Mobile – The new first screen”, a recent study grabbed my attention this morning. It makes clear that users really are more into apps rather than mobile websites. According to the findings of the global study from Compuware Corporation, a technology performance company, 85% of consumers responded that they prefer mobile apps over mobile websites.
Although the latest InMobi study gives insights how people react to mobile advertising and why apps get into the centre of attention of the mobile user, the study from Compuware states that the reason why apps become so popular these days. The respondents said that they are “more convenient, faster and easier to navigate.” Furthermore, it adds some more findings…
“Mobile applications are thought to make life easier by streamlining calendars and grocery lists (…) offering entertainment while in line and making it easy to collaborate with co-workers. Consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.”
The 3Rs of the social customer also become apparent in the choice of which apps will be downloaded to their mobiles. 84% of users say app store ratings are important in their decisions to download and install a mobile app. And there are some obvious reasons how apps need to deliver in order to be be benefitial…
- Easy access to product and store information
- Help planning and navigating trips
- The ability to communicate in real time
However, the benefits seem quite clear, there are also some complaints about mobile apps. The mobile users mentioned that they had…
- 62% a crash, freeze or error.
- 47% slow launch times.
- 40% an app which just would not launch.
Still tolerance is high when the app does not work immediately. 79% said, they would retry a mobile app only once or twice if it failed to work the first time. Still, companies and brands should be aware that the competitor is not too far away with their mobile app offering.
“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen — it takes a conscious effort throughout every stage of the design and development process to get it right. Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.” Stephen Pierzchala, Technology Strategist, Compuware APM Center of Excellence.
It would be interesting to get your expectation on a good mobile app or website? What is your normal reaction when mobile apps don’t deliver to your expectation?
In prepapration of the first dmexco Night Talks moderation in Hamburg on “Mobile: The new first screen: reach, engage, measure, monetize”, sometimes studies fly into my mailbox which are reaching me just at the right time.
InMobi released their second wave research report on Mobile Media Consumption at Mobile World Congress. It covers some on-going overview on 14 countries on how we consume mobile content these days, and it obviously underlines the rapid growth of mobile media and the benefits of mobile advertising around the globe.
From a global perspective, mobile has reached the sweet spot in media consumption. It will generate its growth in the coming year predominantly via social media, search/download apps and search activities. In the 14 countries, humans spent from 7 hour media consumption (apart from other channels)…
1. Mobile 1,8 hours
2. PC 1,6 hours
3. TV 1,5 hours
The research piece shows that 50% of the average global mobile web users primarily use their mobiles now to go online. The average mobile web person uses 6.5 apps throughout a 30-day period.
But what does this mean for marketers?
The study states that globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. It also makes clear that mobile is the touchpoint for finding new products and services. 3 out of 4 say mobile advertising has opened doors to something new. Almost every second say mobile ads have influenced them to buy mobile (46%) and almost the same amout (45%) say that mobile has mobile ads have influenced their purchase decision.
When seeing mobile ads, it is not that users don’t take any actions. It is actually the other way round. Mobile ads let users downloaded an app (80%), visit the advertiser’s website (67%), visit the store/retailer/business for additional information (52%), locate an advertiser on map (45%), or even take an immediate phone call (37%).
While I still have some marketers from media houses and brands in my ears, saying that apps and mobile ads don’t seem to be the right marketing approach, it seems they just did not find the right content approach to their users. The mobile commerce world is growing at speed of light and innovative retailers and brands should be well-prepared for it – and ideally have at least a click-to-call solution on their mobile website. It is not surprising that in these 14 countries 80% retailers say they plan to get the right approach to mobile in 2013.
How about you? Are you prepared for the mobile sales and marketing development? What experiences do you have so far with mobile ads?
PS: If you are interested in attending the dmexco discussion in Hamburg, please book your seat here.
In a recent report called “2013 Mobile Future in Focus” comScore released their outlook for mobile trends. The report shows the U.S. mobile and connected device landscape in 2012, which is meant to the set the stage for the international expansion of the mobile revolution. It offers insights into mobile media consumption, mobile networks, platforms, as well as OEMs. It also includes key mobile market insights from the United Kingdom, France, Germany, Spain, Italy, Canada, and Japan.
The report illustrates the following trends for the mobile year 2013…
Multi-mobile use shapes the “Brave New Digital World”
The U.S. is surpassing 125 million U.S. consumers and tablets in mobile consumption. More than 50 million own smart mobile devices which make consumers being always connected. Americans spend more than one out of every three minutes online on mobiles. Does this show the end of the desktop?
Smartphones surpass 50% penetration and start ‘Late Majority’ of adopters
In 2012 the U.S. smartphone market became the year of mobile by finally surpassed 50% market penetration. It enters the “late majority” stage of the technology adoption curve. Smartphone subscribers increased 29% from a year ago and 99% from two years ago. 72% of all newly-bought devices were smartphones.
Android and iOS Control U.S. Smartphone Market
Google’s Android OS and Apple’s iOS dominate the U.S. smartphone landscape with almost 90% of the market today. The well-developed app ecosystems makes it even more difficult for competing platforms to narrow the gap.
Samsung makes splash in smartphone OEM market
Samsung strongly competes more and more with Apple that is still the leading smartphone OEM. The year-over-year increase of more than 100% from Samsung and a two-year increase of more than 400% shows how much they are challenging Apple. The gap between the two competitors is steadily narrowing though.
High-Speed mobile connectivity speeds up mobile content consumption
Wider availability of high-speed internet access has increased the average user’s media consumption experience. Default Wi-Fi accessibility for smartphones and tablets like in coffee shops contributes to the new workplace and a better browsing experience for users. But also the availability of better networks speed (4G and LTE technology) will leverage the mobile content adoption.
The report shows that 2013 was kind of the “year of mobile”. With the rise of smartphone adoption to an over 50% penetration but also tablets becoming more prevalent, it seems that the world is moving more and more away from desktop internet usage. Mobile devices make up the digital media consumption of consumers these days. Obviously, marketers and media companies need to adapt their businesses to the emerging mobile multi-platform world but should also see the opportunity of mobile car technology (Google Glass Project), Augmented Reality (IKEA), QR codes (Adidas) or “mobile storytelling” (AUDI).
So now up to you. What has changed in your mobile adaption from last year? What are you missing in terms of mobile marketing development? And what would you be open for when marketers address you with mobile content?
While Facebook turns more and more to search and ad exchange budgets, Google is still riding the mobile wave. In many moderations over the last two years, I could listen to their attitude towards building mobile websites, and why these are important to the business of the future. However, companies often resist to face the mobile evolution and still stick to their conventional desktop websites. Not to mention what this does to their brands when the user experience is driving into a nightmare of usability and readability.
To get more attraction for their mission, Google has now published some research data on their blog that will help them to evangelize in the mobile business world approach. The benefit for Google is obvious. The more people use mobile sites, the better the experience in mobile usage, the more people tend to approach the Google search which means more marketing budgets into their hands.
In their research of about 1,100 U.S. adult smartphone users conducted by market research firms Sterling Research and SmithGeiger, Google gives some handsome advertising tips to make marketers better understand and evaluate the power of mobile.
The key findings can be summarized as follows…
- 67% of smartphone users state a mobile-friendly site makes them more likely to buy a company’s product or service
- 74% are more likely to return to the site with a good experience later.
- 61% made clear that when they don’t find what they’re looking for (in roughly five seconds), they’ll click away to another site.
- 50% of respondents said even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone.
- 72% see a mobile-friendly site important to them, however 96% have visited sites that aren’t.
The Google study advices marketers to create a fast mobile site with big buttons and text, and simplify the mobile experience in terms of keeping steps to complete tasks to a minimum. For sure, Google did not forget to promote the site with Google mobile ads with some good results: two-thirds of people who use search find a site. Their conclusion is that “having a great mobile site is no longer just about making a few more sales. It’s become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you”. There is not much more to add.
Still, we would be happy to hear from your mobile experience – with or without Google. Did you change your site lately and what did it do to your sales?
The world is talking mobile. Desktops are dead. Smartphones and tablets are rocking! The market for mobile is massive and continues to grow around the world. Mobile is redefining the world we live in, the way we interact and the way we communicate on a daily basis.
The following infographic by Trinity explains nicely in a collection of stats how much the mobile market will influence our daily shopping behavior in the future. You just have to have a look at some numbers…
Worldwide, there are 6 Billion mobile subscribers. Obviously some own two devices which means that probably not 87% of the world population has one. The biggest growth comes from China and India that account for 30% of the growth. In only the last three years, developers have thrown 300.000 apps on the market. One of the main reasons why 1.2 Billion users access the Internet from their mobile devices. And the winner of all this development? Google! They sign 2.5 Billion USD in mobile ad spendings a year.
Mobile is exploding all over the world in 2012. And no marketer can dare not to see this development…
The market for mobile advertising is growing at high speed. More and more companies invest their first advertising budgets (although still not huge…) in apps, onsite or instream commercials. In 2012 the market for mobile advertising is said to increase to 1,5 Billion USD. In 2010 mobileSquared estimated the size for the mobile advertising market at 800 Million USD by 2015, and this sum is expected just for Germany.
One of the main drivers of this development could become mobile video advertising. Looking at the numbers of researchers and analysts, there is a bright future ahead. The market research company Strategy Analytics saw a growth by 958% of mobile video commercial views. They published figures from April 2012 which illustrate how the mobile video advertising market might be growing. While they counted 108 Billion mobile video views 2011, they expect that the market more than doubles to 280 Billion for 2012.
The challenge for mobile video advertising was partly based on the size of smartphones which did not allow massive advertising opportunities. Partly it was lacking the believe of the management in mobile video advertising up to now. And when we look at the minimum volume of ad campaigns in Apple’s iAd program which was downsized from 1 Million to 100.000 USD, it shows that expectations were bigger than the first mobile budgets. Often traditional campaigns are simply extended to mobile without bigger creative invest.
However, this might change with mobile video advertising.
The actual “viewing time” of video commercials in audio-video content is still just 1,5%, found Comscore. A recent study by Juniper Research stands against this and forecasts a “viewing time” for mobile TV of 186 minutes per month in 2014. That offers a lot of opportunities for commercials.
The content offering will also change with the future of the social web. In 2010, some Cisco research stated that 57% of the Internet traffic in 2014 will be audio-video content. This outlook gets support from the massive use and sharing of video content in social networks. And if we think about the fact that Facebook already has 488 Million mobile users, then it comes as no surprise that many social media advertising suppliers like ebuzzing, Hallimash oder unruly try to conquer the social video advertising market.
The creation of banners will still be responsible for the length of the viewing and staying time. According to some new insights of Medialets the mobile “engagement stimulus” of users increases by 35% when video content is displayed. Those users that opened or expanded a banner stayed 20 seconds with the ad format. The integration of video or product catalogue information propelled the staying time with mobile banner formats from 20 seconds to more than one minute, said Medialets. Apart from that, comScore Video Metrix published some stats showing that video ads surpassed the 10 Billion mark and showed an increase by 117% year-over-year.
The development is positive which we can also see in these interesting insights. No surprise that Nielsen forecasts a growth of 70% for the mobile advertising market. And mobile video advertising will get a good chunk of it.
Will the tablet be the catalyst in this development? Sure… By 2013, 47% of the U.S. Internet population will own tablets (117.4 million users). One in ten tablet users watches online video daily according to comScore. Just think about the parallel usage of mobile devices like tablets and smartphones with TV (especially in Prime Time), there could be fantastic opportunities for marketers and their agencies to create intelligent convergent multi-platform campaigns.
Isn’t this some great outlook for mobile video advertising…? if you have some more figures you can add, let us know…
PS: These numbers were put together from me for my moderation of the dmexco Night Talks 2012 (see picture).
A recent research by StrongMail states that companies will increase their spendings for Social Media in 2012. Only Email marketing beats the Social Media hype with a budget boost of 60%. And this still happens in times when some high tech offices abandon email from their office already.
However, 47% of the responding companies see the integration of Social Media into their Email Marketing programs as a necessary step into the future. They strive to strengthen the reach of their company web pages in Social Networks like Facebook or Twitter.
Still surprising for me though is that the biggest portion of their budgets will be going into Facebook Marketing with 39% of the respondents planning to spend more in the leading Social Network. Is Facebook still seen as the best ROI driver from a marketing point of view? Is no marketer thinking back and remembering to the old MySpace era these days…?
A good sign for me is that companies also start investing Social Media Management Tools (25%) and in Twitter (24%). Let’s hope they also start to understand the value of context, and don’t just invest in the broadcasting part of Social Media (app development, content production, etc.).
According to the study, the mobile marketing invest that marketers are planning goes predominatly still in developing and building apps for the relevant smartphones in the market (29%), followed by mobile advertising (22%) and still… SMS programs (20%).
Somehow scary is the fact that 24% don’t plan to invest in mobile and another 24% are not sure/don’t know if they want to invest in mobile. Don’t you think it is time to start seeing the mobile future?
According to a recent study by KN Dimestore and SocialVibe brand messages and incentives influences most consumers to pay more attention to ads. In fact, if companies combine these two advertising and brand strategies, the interaction of consumers with brands increases by 91% and brand perception by 38%.
The study -which gathers data from more than 30,000 survey respondents- reported that when 48% of survey participants initially opt-in to engage with a brand for the incentive, they stay and pay attention to the brand message.
The aim of the study was to find out if and why incentives prompt people to engage with the advertisements, how they affect consumer perception of the brands, and if they influence people to visit the company’s website or „buzz“ their friends about the offer. Respondents gave feedback on ads from U.S. brands across financial services, CPG, entertainment, e-commerce and technology categories between June and July of 2011.
Some key findings of the study…
48% of those interact because of the incentive but pay attention to brand
12% interact purely based on brand
31% interact for brand and incentive
9% interact purely for the incentive
The results summary makes clear that engaging with the ad increased the odds that the consumers would purchase the product. Above that, incentives through ads drive website and in-store traffic, as well as purchases – and also conversions. Happy customers are coming back more often to the website when initially satisfied with an incentive through incentives. 36% of respondents were more likely to purchase brand-related products at physical store after interacting with the ad.
SocialVibe names the strategy “value-exchange brand advertising”. The company defines it as ads that ask for a consumer’s attention in exchange for something they want, such as virtual currency for social games or making a donation to charity. There is a clear differentiation from sign-up and straight purchase intended offers like cost-per-action (CPA) advertising.
The study is an interesting step in indicating the value of ads for branding. Generating consumer interest and awareness get’s more and more challenging these days with the masses of advertising we are faced with on a daily basis. Mobile advertising shows some similar development in terms of incentivization and engagement. Often companies said that the value of ads is getting lower as they just value it from a conversion-based ROI perspective. However, the study now shows that earning points, virtual currency or some other rewards finds the atention of customers. That’s when conversion comes into play, and that’s where brands need to foster engagement to a purchase via the right communication tactics.