Mobile Marketing Research To Support Your Strategy

Mobile Marketing Research To Support Your Strategy
Do you know the latest mobile marketing research?

Just take a look around at cafes, train stations, work…you soon notice how many people have their eyes focused on the stream of information that comes through their mobile phone. Besides rapidly becoming a first access point to social media (particularly Facebook), the mobile phone is being used for email, price checking (often in store), as well as buying products.

2011 saw a rapid acceleration in the use of smartphones and 2012 shows no signs of letting up on that growth, in fact mobile marketing looks as though it will accelerate further. Marketers often already struggle with onboarding social media, now they also need to recognise the growing necessity to implement a mobile marketing strategy. There are plenty of opportunities but a good clear focus is needed to get the best out of any investment.

Listed below are some of the figures you can use to support your mobile strategy:

The Mobile Market

There are now almost 6 billion mobile phone subscriptions by the end of 2011 (source ICT – pdf): note 30 percent of the world’s mobile users live in India and China. 3g covers 45% but only 1.2Bn of those use 3G services but if you focus on Europe, US and developed Countries this increases dramtically.

Around 1 in 2 people in the US, France, Germany, Italy, Spain and the UK own a smartphone (source); this figure rises to 62% when you look at a younger demographic 25-34 yr olds.  (source – Nielsen).

 According to Nielsen, Apple’s iPhone 4S in the Fall had an impact on the proportion of smartphone owners who chose an Apple iPhone. 44.5 percent of those surveyed in December said they chose an iPhone, compared to just 25.1 percent in October. However overall market share changed little.

How People Are Using Their Mobile

Not surprisingly 94% of smartphones users will be mobile internet users in 2012. Just as social media dominates the use of our time online, accounting for a whopping 1 in every 4 minutes (source Nielsen), it also is a key feature of how we use the mobile internet, with 1 in 3 of us regularly accessing social media (source Comscore). Mobile users of Facebook spent an average of 5.6 hours on the site in December 2010 (11 minutes a day). According to an article on CNET, “Facebook already has access to data of a large mobile user base”… Facebook says nearly half of its nearly 800 million users already log in via mobile devices.

A figure supported as well by Nielsens research

Interesting as well is the rise of tablets as a new tool for applications and accessing the internet: some businesses are now seeing 1 see one tablet request for every 3 mobile – (source RWW). Comscore reports that Smartphones and tablets now deliver nearly 7% traffic which may seem low but remember this is often for personal use.

ComScore Data Mine reports that 89.6 million Americans used their mobile phone to access email for work or personal purposes, up 28% (19.5 million) from the 70.1 million who did so a year earlier. No surprise then that email drives purchase behaviour – see Exact Targets report.

As you can imagine we use our mobiles not only at work!

People are using the convenience of mobile internet for search, 1 in 10 searches are now on mobile (full infograhic here). 18% of all consumers browsed digital aisles with mobile devices in December, more than twice the under 9% share in April. Mobile devices also accounted for more than 15% of shopping sessions in December.

Looking at the established online giants we can see the accelerating use of mobiles as a means of buying goods. Mobile devices accounted for 3.74% of U.S. online retail sales dollars in December 2011, a doubling of the 1.87% share in April, according to RichRelevance.

  • PayPal took $4 billion in mobile payments last year, and projects $7 billion in 2012.
  • Google had about $12 billion of mobile ad and app revenue in 2011.
  • Pandora and Twitter now have 55%-60% of their usage via smartphones.

People don’t just turn it off; it is an always on communication that is now often used alongside other media consumption like watching TV.

How Is Mobile Marketing Spend Changing

Mobile search spend is expected to account for 16-22% of all paid clicks in 2012, a more users access the internet through their mobiles – source Efficient Frontier.

Forecasts are often tricky for total mobile ad spending and do vary according to which source you choose:

Key Points

Now is the time to use mobile marketing and ensure you are providing relevant information across the digital points and mobile is becoming a critical one.

  • Mobile advertising can help build your brand – see report. It works across the five traditional brand metrics: aided brand awareness, ad awareness, message association, brand preference and purchase intent
  • Your customers are looking for competitive prices, offers and discounts. Make sure you consider different ways you can offer value via mobile or you could risk losing customers to others.
  • Build mobile into your customer relationship management (CRM) system; think about running contests based on a mobile txt entry and use other ways to build mobile into your customer data.
  • Pay attention to the mobile experience – both mobile website and mobile commerce. As consumers become more comfortable purchasing on mobiles their expectations will quickly rise. People want easy, intuitive navigation and be able to have the essential information presented.