Think about it. Have you ever used your mobile phone for search? Most people do. When you find something you’re looking for, do you click on it? Most people do. That’s why it’s so important to optimize your website for mobile. A recent study from Google and Nielsen showed that 61% of customers who don’t see what they’re looking for right away will quickly move (or bounce) to another site. There are lots of options including responsive web design and handset detection that can allow your website to automatically adapt to phones, tablets, mini tablets and those big things we see people holding up to their ears called Phablets.
Washington DC : A recent PEW Internet study among US teens regarding their preferred method of getting online found that 78% of US teens use a mobile phone. Around three quarters of that group accesses the Internet on smart phones and tablets. 25% of that group uses a mobile device as their primary access to the Internet.
This presents an opportunity for marketers to utilize the mobile web in unique and innovative ways. The latest HTML 5 technology allows marketers to deliver an app like experience on a variety of mobile devices not just iOS and Android. Teens are interested in the go anywhere mobile experience. Companies should be looking to provide a unique mobile experience for products and promotions. In many cases the mobile web is superior to utilizing apps as access has gotten easier, no app download required, no long waits for App Store approvals and most importantly no managing expensive multiplatform app updates and launches.
Think about utilizing the mobile web for branded contests and promotions that can be updated regularly, new product launches and experiential events that may not necessitate the cost of a full-blown mobile app. The goal should be to provide an app like experience for all smartphone and tablet users.
We can take this one step further utilizing responsive web design whereby the site automatically adapts to the screen size of the device. With new smaller and mid-size tablets capturing more market share this type of responsive design will continue to gain traction. Find out more - view our recent presentation on mobile web promotion opportunities
Recent studies indicate that more and more Americans are dual screening, primarily using their tablet or smart phone while watching TV. More viewers we are engaged with content in multiple ways. This could include the sports fan checking out-of-town scores on his smart phone while watching the game on TV. The couple checking IMDb on a tablet to settle a bet over what year a movie was released. And sadly, more often than not workers clearing out some old emails on their laptop while watching Modern Family. Advertisers should explore more opportunities to reach dual screeners. Interacting with televised content by uploading photos sharing tweets or Facebook posts is growing in popularity especially among affluent consumers as the study here suggests.
SAN FRANCISCO: Most wealthy Americans use laptops, smartphones and tablets at the same time as watching television, research has found
The latest Ipsos Mendelsohn Affluent Barometer surveyed 1,055 affluent adults, defined as those who claim an income of at least $ 100,000, and included 192 high net worth consumers with an income of at least $ 250,000.
The Barometer established that 64% of Americans were dual screening on a regular basis. Most preferred to use his laptop (63%), but nearly as many smartphones used (58%) and tablets (53%).
“The technology is truly integrated into [consumers] lives to the point they find it difficult to stop using a device, even when they are engaged with one or two others,” said Steve Kraus, chief research and insights officer for Ipsos MediaCT, luxury Daily.
Just over half the sample used social media platforms while watching TV, with Facebook twice as likely to be used as any other network.
“The widespread media multitasking puts a higher premium on the involvement of consumers,” said Kraus. That means that “really reach them with messages that attract attention of consumers and talk to important consumer values.”
When asked what media channel that would be hard to live without, fully 70% of respondents said they would be your laptop.
Two-thirds could not live without your smart phone, but only one-third described their tablet.
The survey also found that affluent consumers are more optimistic about the state of the economy and their personal perspectives from which the merely affluent.
As a result, luxury marketers must “continue to focus on higher-end, ultra-rich consumers,” said Kraus.
“Luxury projections for growth are modest to affluent as a whole, and we currently see no signs of a return to widespread aspirational luxury shopping behavior that characterized pre-recession America,” he added.
Data supplied by Luxury Daily, additional content by WARC staff, March 5, 2013
Here come the mini tablets. Or are they just big phones? With devices like the Samsung Galaxy Note its hard to tell. But if that size doesn’t work for you there’s many more like the iPad mini or Kindle fire HD. The widespread availability and low cost of these new devices is accelerating the mobile impact on PC shipments, and the PCs role in e-commerce. Results from research firm Gartner indicate that PC shipments were down 4.9% to 90.3m units, a drop which it did not attribute solely to a weak economy. “Tablets have dramatically changed the device landscape for PCs,” said Mikako Kitagawa, principal analyst at Gartner, “not so much by ‘cannibalizing’ PC sales, but by causing PC users to shift consumption to tablets rather than replacing older PCs.”
Additionally these mini tablets are highly portable and are being used more and more for impulse purchases. Like a phone many have built-in 4G access, cameras with QR code scanners, and even NFC near field communication. Here’s a list of several hundred mobile devices that are NFC enabled. http://goo.gl/IrqDX
So how does this all impact mobile commerce? One example, at CES we saw a demo from the first chain of NFC supermarkets in Paris. So forget about 3-D or HD have just old-fashioned 2-D where consumers can quickly scan to purchase items and have them ready for pickup or delivery. So in fact you could have a C store display in a Metro station linked to a vending machine for a fast automated shopping experience. Read more about the NFC supermarket here http://goo.gl/JfY8Z
NFC and QR code scanning is just the beginning. Engaging consumers in this way allows brands to opt in consumers for future offers, promotions, more product info.
Questions about m-commerce? Reach out to ApolloBravo the consumer engagement experts. http://www.apollobravo.com/contact/
Mondelez International, the snacks firm which split off from Kraft Foods adopts mobile first position
“Our goal is to become one of the top mobile marketers in the world. By investing 10% of our global marketing budget in mobile, we believe we will open opportunities in the marketplace,” said Bonin Bough, its vice president, global media and consumer engagement.
The first three weeks after launch are crucial to the long term success of your app. Don’t wait until after your app’s launched to layout your marketing plan. Brad Beckstrom, Managing Partner of ApolloBravo, will walk you through the latest strategy for cross-platform app launches: including marketing tools every developer should embrace. Primarily, we will highlight activities developers can focus on outside of the traditional app store placement.
- Facebook gifting
- Rewards – replacing their old Pink card punchcard program
- In app payment options
- Flavor finder
- And some of the standard store locator social sharing options
Consumers can also instantly share ideas and comments with a promise from PinkBerry to respond in 24 hours.
Scan for the APP.
Show-rooming points to big troubles for brick-and-mortar stores. Recently while shopping for a new refrigerator I thought I would give showrooming a try. It’s pretty easy to do, you can use an app like Amazon or Red Laser and quickly scan barcodes on appliances other items in any store for a quick comparison. To capitalize on this trend many online retailers are offering free shipping and set up for large appliances. My results – I could’ve saved $250 online. However the retailer was prepared and offered free set up, haul-away and a gift card. Lesson learned if you’re going to showroom give the salesperson at least a shot at matching the price. For retailers think about embracing show rooming with your own scannable codes and price match offers. Make sure you remind consumers about services and guarantees you may not get from online retailers. More about growing show rooming trends.
CouponCabin, the deals website, and Harris Interactive, the polling firm, surveyed2,361 adults, and reported that 43% of people owning a smartphone or tablet participated in this activity.
Upon being asked if they were worried that this might cause bricks and mortar stores to go out of business, some 44% of the panel proved “not at all concerned”.
A further 41% were “somewhat concerned”, while 12% were “very concerned” and 3% were “extremely concerned”, the study found.
By category, the uptake of such behaviour was highest when considering home electronics, hitting 50%. Entertainment products like books, DVDs and CDs logged 40% here.
These figures stood at 31% for the apparel segment, as well as 29% for footwear, and 24% for desktop PCs, the analysis revealed.
Overall, a 97% majority had ultimately bought an item researched in this way at a lower price than was available in stores.
Within this group, a 28% share of shoppers either “always or often” did so, and another 68% “sometimes” adopted the same strategy.
“Consumers are using technology to find as many ways to save as possible, and showrooming is a prime example of that,” said Jackie Warrick, president of CouponCabin.
“As showrooming becomes more widespread, some stores are concerned and are changing their strategies, offering new incentives and providing special offers to keep shoppers buying at their retail locations.”
Research from Deloitte has suggested that over 50% of consumers were likely to be carrying smartphones when Christmas shopping this year, compared with 40% last year.
“Those [chains] who adjust and are able to be nimble with their customers will have a great holiday,” said Alison Paul, retail and distribution sector leader at Deloitte. “Showrooming is a phenomenon, but it will not end retail as we know it.
“Retailers recognise that having the customer in the store is nine-tenths of the battle,” she added. “There’s nothing like the immediate gratification of walking out with what you came to get.”
Data sourced from CouponCabin/Chicago Tribune; additional content by Warc staff, 22 October 2012
The following post originally appeared on the Google Mobile Ads Blog.
In this world of constant connectivity, consumers expect to find the information that they want, when they want it – especially when they’re on the go. We know that this applies to their web browsing experiences on mobile, so we took a deeper look at users’ expectations and reactions towards their site experiences on mobile. Most interestingly, 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site. The bottom line: Without a mobile-friendly site you’ll be driving users to your competition. In fact, 67% of users are more likely to buy from a mobile-friendly site, so if that site’s not yours, you’ll be missing out in a big way.
- When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future
- 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service
- 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site
- 79% of people who don’t like what they find on one site will go back and search for another site
- 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
- 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
- 36% said they felt like they’ve wasted their time by visiting those sites
- 52% of users said that a bad mobile experience made them less likely to engage with a company
- 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
This is something we see a lot and it is part of the reason there is such a big opportunity in mobile. With many companies devoting less than 1% of their total marketing budget to mobile the door is wide open to reach consumers in this category that has arrived.
NEW YORK: via WARC US marketers should increase their spend on mobile marketing by a factor of seven, according to a study commissioned by the Mobile Marketing Association (MMA).
The research by Marketing Evolution, a marketing measurement and analytics firm, concluded that the optimized level of spend on mobile advertising for US marketers in 2012 should be 7%, on average, compared to the current budget allocation of less than 1%.
“Finally, we are able to give marketers a level of empirical data that takes out the guesswork,” said Greg Stuart, CEO, MMA Global.
He added that the research “offers a baseline for further discussions on what a rebalanced marketing mix should look like to achieve a stronger ROI on every dollar they spend.”
The precise level of spend will of course depend on the marketing goal and industry category. The study also indicated that mobile’s share of the media mix will only increase in the future, to at least 10% by 2016 as more people use smartphones.
Rex Briggs, CEO of Marketing Evolution, said: “It’s clear that marketers, on average, are spending significantly less than they should on mobile and are losing out on sales and profits by settling for a sub-optimal media mix.”
The information was welcomed by B. Bonin Bough, vice president of Global Media and Consumer Engagement at Kraft Foods.
“We’re committed to making a difference in mobile innovation,” he said, “so I’m very pleased that the MMA is leading the industry with this valuable data.”
The MMA estimates that mobile marketing in the US is currently worth $26bn.
Data sourcd from MMA; additional content by Warc staff, 31 August 2012
Contact ApolloBravo for a free mobile + social readiness evaluation.
According to the advisory firm, smartphones are due to impact 5.1% of all retail store sales in the US in 2012, equivalent to $159bn in revenues. Such a total can be compared with an anticipated $12bn in pure m-commerce returns.
The influence of these devices should also grow “exponentially” between now and 2016, shaping 17% to 21% of sales, or $628bn to $752bn, by 2016, when mobile commerce attains a value of $30bn.
Based on a survey of 1,071 nationally representative consumers and 1,557 smartphone users, Deloitte reported 48% of people own a smartphone.
Some 58% of this group use their mobile for “store-related” shopping, climbing to 68% for 25–34 year olds.
The analysis also stated uptake of this activity rose 40% after the first six months of device ownership, and people using phones in this way are 14% more likely to convert in store.
Similarly, 49% of smartphone users had engaged in this pastime when buying electronics and appliances, doing so on 60.9% of shopping trips. This gave mobile an “influence factor” of 8.3% over category purchases.
A further 46% of this audience used these gadgets in general merchandise outlets, department stores and warehouses, typically on 52.5% of visits, yielding an “influence factor” of 6.7%.
Elsewhere, 38% of smartphone users employed their handsets while making acquisitions in the clothing and footwear segment, with a 56.2% frequency. Wireless devices thus impacted 5.9% of sales in all.
Additionally, 35% of this audience turned to smartphones in the food and beverage category, generally on 58.2% of shopping occasions, results meaning they played a role in 5.7% of decisions.
Overall, 61% of people participating in this kind of activity accessed their handset in store, while 52% did so on the way to these outlets, 45% on the night before, 17% two days earlier, and 10% a week prior to attending a bricks and mortar vendor.
Alison Paul, Deloitte’s retail and distribution sector leader, said: “Mobile is an important tool for retailers to incrementally drive traditional in-store sales, strengthening the relationship between retailer and consumer to increase engagement and loyalty.”
Data sourced from Deloitte; additional content by Warc staff, 29 June 2012
Advertisers look at ways to add a 3rd dimension to TV ads. No special glasses required, just your smart phone. Including a product specific mobile landing page linked to a QR code in TV ads is a great way to reach smart phone owners. Combine that QR code with a mobile short code and easy to read keyword and you reach an even broader audience. Instantly deliver product details, special offers, dealer locator and a buy now button. Contact ApolloBravo for more info on linking our ShortQR codes to a mobile optimized product specific landing page with buy now capabilities.
Via WARC NEW YORK: A majority of US brand owners are interested in exploring innovative technologies and services to enhance their television advertising, a study has found.
The Association of National Advertisers, the trade body, and Forrester Research, the insights group, surveyed 124 advertisers in 16 major industries in the US.
Overall, television should take 47% of media expenditure this year, a figure which had grown by six percentage points compared with similar analysis published in 2010.
Some 76% of respondents reported that media budgets will be “stable” in 2011. Another 62% thought their media agency was well-equipped to help them exploit the changing viewing trends and possibilities which are currently observable.
Among the shifts set to reshape the TV market this year is the rising uptake of alternative measurement methodologies, to be coupled with existing data from Nielsen, which remains the most trusted source.
For 72% of interviewees, the quality and accuracy of information provided by set-top boxes, for example those offered by TiVo or Apple, is likely to improve in the next few years.
An additional 47% stated that unique visitor or viewer numbers would eventually become the industry standard for measuring audience figures across different channels. Advertisers expressed rising confidence in set-top box technologies capable of targeting ads at specific customer segments. Nearly three-quarters of marketers had a “strong interest” in this area.
Elsewhere, almost half of participants are testing or plan to utilise “advanced” television advertising, such as by including interactive features in spots on video-on-demand platforms or cable stations, in the coming 12 months.
A further 18% of the panel had already leveraged “synchronised” ads on at least two screens – say, PC and television – while 31% expected to deploy this kind of model in 2012.
In all, digital is still the top priority for advertisers, 70% of which will spend more on web ads in 2012. Social media and mobile came next in this list.
Indeed, ads on the latter channel were the main video alternative to linear 30-second spots when contributors considered areas where they were likely to boost expenditure in 2012, the study said.
Data sourced from Forrester; additional content by Warc staff, 20 February 2012
Via WARC / Comscore NEW YORK: Increasing numbers of US consumers are using smartphones to research and buy products, a report has shown.
According to comScore, the research firm, 38% of smartphone owners – an audience currently standing at 90m people – have purchased goods and services through their handset on at least one occasion.
During September 2011, some 47% of individuals who acquired products via this route bought digital items like music, ebooks, ringtones, films and television programming content, the company found.
A further 37% bought clothing or accessories directly from a retailer, with tickets to events including movies, plays and sporting fixtures following on 35%.
In a demonstration of the integration between emerging digital platforms, 34% of the mcommerce population completed transactions on daily deals websites such as Groupon and LivingSocial.
This matched the total generated by gift certificates, while 32% of the mobile customer base opted for electronics like TV sets and computers.
Ordering food for delivery or pick-up, for example a takeaway pizza, scored 31%, hotel reservations yielded 29%, physical books registered 26%, and car rentals logged 24%, as did airline tickets.
Elsewhere, 13% of shoppers buying from a phone made purchases linked to the automotive category, suggesting this channel holds opportunities for a wide range of sectors.
“In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store,” Mark Donovan, comScore’s senior vice president, mobile, added.
Looking at the location of consumers as they bought offerings through their smartphone, 56% did so at home, and 42% engaged in this pastime at work.
Another 37% did so when travelling, and 36% actually utilised mcommerce tools in bricks and mortar stores.
Other outdoor sites, such as parks, schools and restaurants, posted a combined 42%, comScore’s analysis revealed.
Data sourced from comScore; additional content by Warc staff, 7 December 2011
If you use an iPhone, iPad, or Android device you probably rely heavily on apps to get to some of the companies you used to visit via your web browser. Think about it, Facebook on your iPhone, banking app on your Android phone, Twitter app on your iPad. Consumers are beginning to expect companies to provide access via apps and mobile websites linked via web apps (ESPN On the iPhone combines both). That’s why the growth in Apps is looking more like growth of websites in general. In addition QR codes, and links to apps and web apps delivered via SMS in many cases make it easier than navigating to a companies traditional website and bookmarking it. Need more info,see research below or reach out to ApolloBravo for a mobile readiness evaluation.
Read More Via Warc
GOTHENBURG: App downloads are set to increase rapidly around the world in the next five years, fueling growth in the subscription and advertising revenues generated through this channel.
Berg Insight, the research firm, estimated the number of apps installed by consumers on wireless devices will grow by 56.6% annually between 2010 and 2015, reaching 98bn a year by the end of this period.
More specifically, the company reported the revenues resulting from individuals paying for these tools, alongside in-app purchases and related subscriptions, hit €1.6bn in 2010.
It predicted the amount delivered by these combined activities should stand at €8.8bn in 2015, equivalent to a compound annual growth rate of 40.7%.
Apple is currently the leading source of income where mobile applications are concerned, with the firm’s App Store supplying some €1.3bn last year, a total anticipated to come in at €4.4bn in 2015.
During the same period, Google’s Android platform contributed a relatively modest €80m, but is projected to yield €1.5bn by the end of the forecast period.
The Windows Phone operating system manufactured by Microsoft is likely to assume third position in this area by 2015, although the company still has work to do if it is to catch up with Apple and Google.
Elsewhere, Berg Insight reported that in-app advertising was worth €300m last year, or 16% of all application revenues. Ad sales through this channel should be €750m in 2011 and €3.5bn in 2015.
As advertising is expected to be more of a “volume game”, Google Android is anticipated to assume a leading role, as the number of handsets utilising this operating system may be more prevalent, while Apple’s subscribers remain of higher value.
Overall, Berg Insight argued that Android would provide €1.2bn in ad revenues by 2015, versus only €39m in 2010. Apple’s comparative returns are pegged to rise from €230m to €1bn in this period.
Johan Svanberg, a senior analyst at Berg Insight, said: “Most apps are free to download and app monetisation will be a challenge for developers. Free to download monetisation strategies such as in-app advertising and in-app purchasing will be increasingly important.”
Geographically, Asia Pacific, which houses the key mobile markets of India and China, is pegged to account for 40% of all app downloads by 2015.
Data sourced from Berg Insight; additional content by Warc staff, 10 October 2011
The rise in tablet ownership is growing faster than most industry analysts predicted. This includes smaller tablets like the galaxy tab and the new smaller Kindle from Amazon. Companies need to re-examine how their websites, micro-sites and product specific landing pages will appear on these devices as well as smartphones. Reach out to ApolloBravo for a free mobile readiness evaluation.
NEW YORK: Nearly a fifth of consumers in China, the UK and US now own a tablet, up from less than 5% late last year, according to a new report.
Citigroup, the financial services provider, surveyed 1,800 people in these three nations, and found the proportion of respondents possessing slate devices had grown from 3% to 18% since November 2010.
Penetration has reached 21% in China, ahead of 17% for Britain and America. Similarly, 26% of the Chinese sample were “very likely” to purchase a tablet, falling to 12% for both the UK and US.
Citigroup’s analysis revealed 31% of its panel were at least somewhat keen to buy such a gadget, versus 14% late last year. In all, 77% of this group would like to obtain an iPad, climbing from 73% in the same period.
Alternatives powered by Microsoft Windows witnessed a slide from 52% to 40%, and equivalents utilising Google’s Android operating system enjoyed a two-percentage point gain, to 38%.
Price remained the “primary inhibitor” to greater uptake, mentioned by 39% of adults questioned, although a “lack of functionality” when compared with PCs was another common factor.
A 62% share of tablet owners saw it as a “toy/gadget”, growing from 44% in 2010. Meanwhile, 18% had acquired one for work, a lift from 13%, while giving someone the device as a gift logged 18%, down from 27%.
Overall, 94% of iPad owners have downloaded apps, with 63% accessing 11 or more such tools, totals standing at 79% and 37% in turn for individuals using competing products.
Thus far, 81% of the iPad population have paid for applications, measured against just 43% of customers for rival brands. Equally, iPad users had paid for 39% of apps, declining to 22% for users of other slates.
Data from the US and UK showed 67% of the tablet audience surf the web via this route, with 55% sending email and instant messages, 31% reading ebooks, 33% social networking and 17% playing games.
Looking forward, the number of people expecting to log on to social networks in this way fell to 29%, with gaming also sliding to 14%, but both pastimes are likely to see rising interest.
Elsewhere, the study reported that laptop ownership rates had climbed from 62% to 81% since November 2010, figures hitting 28% and 59% respectively for smartphones.
Data sourced from PC Mag, Barron’s, AllThingsD; additional content b Warc staff, 28 September 2011
Independent research from IDC and IDATE below show mobile web use surpassing wired by 2015. With the massive growth of smart phones, mobile devices, and tablets combined with declining PC sales most analysts see this happening sooner rather than later. While many companies have put social media plans in place, most are unprepared for the wave of small screen mobile devices that will be accessing traditional websites. Contact ApolloBravo for a free mobile readiness evaluation.
via WARC. The number of consumers accessing the mobile web around the world will surpass the fixed-line internet audience in the next two years, IDATE, the research firm, has predicted.
According to the company’s estimates, the amount of fixed-line web users worldwide should increase from almost 1.5bn at the end of 2010 to 2.3bn in 2015.
During the same period, the number of people going online via mobile devices is expected to rise from just over 1bn to 2.6bn.
The exact crossover between these two channels is due to occur in 2013, when the mobile internet beats the 2bn user threshold, and moves fractionally ahead of the traditional alternative.
Such a trend will be driven, in particular, by markets like China and India, where wireless handsets are likely to become the primary means of online access for many consumers, rather than more expensive laptops and PCs.
A key benefit following on from the rapid expansion of the internet population should be a “steady” increase in the revenues accruing to digital channels including search, social networks, video and online retail.
IDATE’s analysis further suggested the web could take 20.2% of global advertising spend by 2015, or €88bn.
This will result in the internet nearly doubling its share of advertising expenditure in 2008, when the net took 10.4% of the total outlay recorded by brand owners.
Elsewhere, IDATE predicted that ecommerce revenues would top €1.1tr by 2015.
Data sourced from IDATE; additional content by Warc staff, 20 September 2011
Cable operators beware. It’s becoming all about the WiFi. More and more consumers are getting their TV on multiple devices including iPads, smart phones, Roku and other wi-fi devices, and less and less via traditional cable. With Netflix,Hulu, Amazon, Apple others providing a lot of the content there is declining demand for traditional cable, but a growing need for HD content delivered via WiFi. Contact ApolloBravo for innovative ways to reach this changing audience.
NEW YORK: Television viewing habits are changing in the US, with young consumers watching more content on the web and via mobile phones, a study has found.
Altman Vilandrie & Company, the consultancy, and Research Now, the survey firm,polled 1,000 adults to discuss evolving attitudes in this area.
They found only a third of 18–34 year olds view shows as they are first broadcast every day, compared with the figure of 58% posted by panel members over 35 years old.
A 60% majority of 18–34 year olds also watch online video once a week or more, and 11% play back TV programmes and movies on a mobile phone on a daily basis.
Using laptops or desktop PCs while the TV was on is also “common for all age groups”, and 28% of people owning a tablet like the iPad use this device at least 50% of the time they are in front of the television.
Overall, 20% of respondents now spend less on cable TV than in the past – what the study described as “cord shaving” – as online video platforms meet their needs, a total rising from 15% in 2010.
Within this, 24% of 18-34 year olds with cable services have seriously considered “cutting the cord”, although only between 3% and 4% of all consumers had actually done so thus far.
“Consumers are removing the shackles of the traditional primetime TV line-up and creating their own personal networks of preferred programming and viewing times,” said Jonathan Hurd, a director at Altman Vilandrie & Company.
In an example of the growing integration between TV and the web, 23% of Netflix subscribers reported this was the main reason they paid for broadband, and 22% would downgrade their connection if they no longer used the streaming service.
Elsewhere, the study showed 41% of 18–34 year olds would prefer to utilise a smartphone, tablet or computer keyboard to change TV channel than use a remote control.
Similarly, half of 18–34 year olds wanted to access modified programme menus, such as a screen offering apps or pictures of the content available, rather than the current style of TV guide.
High-definition formats were popular among 75% of 18–24 year olds, suggesting service providers can attract a younger audience with excellent picture quality.
Data sourced from Altman Vilandrie & Company; additional content by Warc staff, 9 September 2011
As brands scramble to adapt to the rapid rollout of QR codes by retailers like Target, Wal-Mart, Best Buy, Home Depot it’s important to understand both the user and the retailer experience. By year-end wireless industry watchers expect nearly 20% of mobile phones to have some type of QR code reader. Which leads to the question, ” what about the other 80% of users”. We believe that integrating QR codes into short code keyword campaigns solves this problem and also gives users a quick and easy way to download a reader if they don’t have one. Another important aspect of QR codes is the destination, making sure users have a good experience on their mobile device. This means building sites that automatically redirect when a QR code is scanned. It is not a good idea to send a mobile user to a traditional website as it will not be a great experience.
Take a look at our ShortQR code below and notice you can reach our site by texting or scanning the code. You’ll also notice that your phone will redirect to a mobile version of our website www.apollobravo.com . Feel free to contact us for more information on how we can quickly integrate QR codes, short codes and mobile optimization into your next campaign.
Read more on the QR code revolution from warc.com
NEW YORK: Companies like Home Depot, Starbucks and Macy’s are using QR codes to engage shoppers.
Home Depot, the DIY chain, first used these tools in advertising and bricks and mortar stores earlier this year, a move it expects to gain popularity across the industry.
QR codes are images that can be scanned by smartphones to find out information about goods and services.
The Home Depot material made available to people “snapping” a relevant symbol included “how-to” guides and suggestions discussing different aspects of home improvement.
“This is where other large retailers are heading,” Tom Sweeney, Home Depot’s senior director for online strategy, told the Los Angeles Times.
“We wanted to make sure we were in line with the retail world. It’s definitely coming into its own and becoming a more prevalent way for retailers to connect broadly and engage with customers.”
Colin Gibbs, an analyst at GigaOm Pro, the research firm, equally believes enthusiasm for such tactics was noticeably growing among brands.
“Advertisers are regarding them as the hottest new tool of mobile advertising,” he said.
“They love QRs because they’re cheap and easy to deploy, and you can put them anywhere from print ads to the back of stadium seats.”
Last month, Starbucks rolled out a “scavenger hunt” linked to a tie-up with singer Lady Gaga, and involving solving puzzles on the web.
Access to this game was secured by activating QR codes in the company’s stores, thus integrating the digital and physical spaces.
Running over several stages from May 23 to June 3, this initiative sought to encourage social interaction between participants.
“We wanted to make it so that there’s things to talk about and share,” said Matthew Guiste, Starbucks’ director of global social media.
Department store chain Macy’s unveiled a similar programme, “Backstage Pass”, in February, offering 30-second films containing fashion hints and tips.
Users could also watch longer-form content starring founders and representatives of various brands, like Martha Stewart and Tommy Hilfiger, as well as influential bloggers.
In order to educate customers, large signs were displayed in stores presenting guidance about how QR codes worked.
Martine Reardon, Macy’s executive vice president, marketing, asserted this approach yields a variety of potential benefits.
“[This] is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” she said.
“By providing fun and informative video features … we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”
Research firm Forrester revealed last year that just 1% of all mobile subscribers – and 5% of the smartphone audience – had interacted with QR codes.
However, it reported 25% of people with a handset powered by Google Android, and 7% of their iPhone counterparts, interacted in this way during the three months prior to the study.
Alongside driving awareness, concerns related to privacy, a worry covering many elements of the digital sector, also need to be addressed.
“Theoretically, over time companies can build up their database and amass a collection of information that leads to a profile of who I am and what I buy,” said Julie Ask, an analyst at Forrester.
Data sourced from Los Angeles Times/Mashable; additional content by Warc staff, 13 June 2011
We found it interesting that politicians are up in arms about Apple and Google smart phones tracking location data. Carriers have been doing this for years as part of their service well before the iPhone or android phones were introduced.
Folks on Capitol Hill are probably very concerned that anyone knows their location at any time. Sounds like a great opportunity for a company to introduce some sort of blackbox phone or app that blocks carrier data tracking.
I am sure they would get a lot of customers in DC.
See original article from 2009 here. You can watch actual tracking in the video. http://www.zeit.de/datenschutz/malte-spitz-data-retention
Green party politician Malte Spitz sued to have German telecoms giant Deutsche Telekom hand over six months of his phone data that he then made available to ZEIT ONLINE. We combined this geolocation data with information relating to his life as a politician, such as Twitter feeds, blog entries and websites, all of which is all freely available on the internet.
By pushing the play button, you will set off on a trip through Malte Spitz’s life. The speed controller allows you to adjust how fast you travel, the pause button will let you stop at interesting points. In addition, a calendar at the bottom shows when he was in a particular location and can be used to jump to a specific time period. Each column corresponds to one day.
The two firms surveyed 5,013 smartphone owners, and reported that 81% regularly surf the net via this route, while 77% access search engines, 68% leverage apps and 48% stream video.
Simultaneous media use was also widespread, as 72% of those polled were active on their touchphone when consuming other channels, including 33% doing so at the same time as watching TV.
More broadly, 93% of participants used gadgets like the iPhone and alternatives powered by Google Android at home, suggesting they have grown beyond solely being deployed on-the-move.
Search engines proved the most-visited category of website, as 77% of interviewees logged on to these platforms through their phone, beating social networks, ecommerce portals and video-sharing services.
Overall, 90% of mobile enquiries entered on properties such as Google and Bing resulted in some form of concrete outcome, be it buying something, travelling to a store or calling a company.
Indeed, 24% of contributors recommended brands and products after inputting a search enquiry in this way.
Elsewhere, 71% of respondents had searched the mobile web in response to advertising, with traditional media ads registering 68% here, measured against mobile’s 27% and online’s 18%.
Another 82% could recall viewing ads on a wireless handset, and half of this group engaged in a positive reaction, incorporating 49% making a purchase and 35% going to a website. Mobiles are also exerting a growing influence as a “shopping tool”, with 79% of people possessing smartphones having used them to compare prices, find product specifications or locate retailers.
Exactly 74% have previously bought goods and services as a consequence of using smartphones for parallel purposes, whether it be in stores, online or from mcommerce platforms.Similarly, 70% had employed their phones for these reasons when in bricks and mortar shops.
Local information was revealed to be especially popular, as 95% of the audience looked for such content on a handset, and 88% took action within a day of tracking down relevant material. A 77% share contacted a company, with 61% calling on the phone and 59% attending a physical outlet.
“Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information,” the study said.
“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.”
Further recommendations included developing a meaningful cross-channel strategy, and taking advantage of mobile advertising which taps in to concurrent media usage.
Data sourced from Google; additional content by Warc staff, 28 April 2011
Contact ApolloBravo for more information on reaching mobile shoppers.
Eric Schmidt Google’s chairman and CEO presented Google’s mobile first vision of the future both at the MWC in Barcelona and the IAD meeting below. The vision makes sense as younger developers think mobile first as there are more of these devices than televisions and PCs combined. Mobile is quickly becoming the most important platform as smart phones continue to dominate new technology purchases among consumers.
PALM SPRINGS: Marketers will be presented with a huge range of opportunities in the “mobile first” era that is resulting from increased smartphone use, Eric Schmidt, Google’s chairman/ceo, has argued.
Schmidt was speaking at the Interactive Advertising Bureau’s annual leadership meeting, covered in more detail by Geoffrey Precourt, Warc’s US editor, here.
“The smartphone is the iconic device of our time,” he said at the event.Having projected in 2010 that mobile usage would surpass the PC equivalent in two years, Schmidt revealed this shift had actually already beaten such a schedule.
“It happened two weeks ago. And the PC is not going to catch up,” he said.Indeed, Schmidt stated the uptake of mobile media is “happening faster than all our internal predictions”, shown by the fact 78% of mobile web users already utilise their handsets while shopping.
Further data directly linked to advertising demonstrated the power of what Schmidt described as the “mobile first” age.Chrysler, the automaker, ran a 60-second TV spot during the recent Super Bowl, and related mobile search traffic climbed 200% after the commercial aired, measured against a 48% leap on desktop PC.
These figures hit 315% and 50% respectively regarding GoDaddy’s execution made for the same event.Perhaps the greatest potential of this medium, however, is to provide highly localized marketing and communications.
“A RadioShack ad can tell you where you are and how to get to the nearest store,” Schmidt said.Once consumers have been tempted into branches, retailers can also create barcodes to be scanned using wireless devices, and allow buyers to obtain products through contactless payments.
Permission-based services are an essential tool, and Schmidt also suggested targeted deals should prove especially attractive to shoppers.”Let’s say you need a pair of pants. [Your smartphone] tells you there’s a store on your left with a 20% discount,” Schmidt added.
“The store on your right has a 30% discount, but it’s for a brand you don’t like. The phone can, in fact, tell you what to buy. And, again, it’s tap-and-pay and off you go.””Think of the offers mechanisms for advertisers … We’ve spent 20 years trying to get here. And now there’s an explosion in commerce.”
Elsewhere, he estimated internet ad revenues currently stand at $62bn (€45bn; £38bn) worldwide, including $26bn from the US alone.Turning specifically to online display, Schmidt valued the global market at $17bn, incorporating $9bn generated by American advertisers.Looking ahead, Google’s chairman forecast the display category could deliver $200bn in returns “within the next five to ten years”.
The largest obstacle constraining this expansion, and possibly even more rapid growth, is a simple, logistical one.”It’s too hard to get campaigns up,” said Schmidt.The advent of systems like trading desks supplying instant access to inventory, and constantly updated prices, may change such a situation.
“The new online advertising model is real time,” said Schmidt.”“It’s iterative. You don’t press the button and see what happens in the week; it occurs literally live.”Overall, Schmidt suggested that, just as the term “color television” was quickly replaced by just “television” when viewers got used to the new technology, a parallel shift is soon set to take place.
“Today we speak of digital media. The average American spends about a third of their media time online and kids are always online.”
“All media will be digital media … All this will happen within all of our lifetimes.”
Data sourced from Warc March 2011
Contact Apollobravo for more information and a mobile ready evaluation.
A feature phone can have lots of features like a mobile web browser, SMS, music, other services but these types of mobile phones are quickly being replaced by smart phones like the iPhone with apps and significantly more capabilities. 40% of all new phones being sold in the US are smart-phones. In Verizon and AT&T stores the smart phone percentage of sales are closer to 70%. Contact ApolloBravo for the latest strategies for reaching mobile consumers.