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
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.
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
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
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
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