Mobile web use among teens rises significantly
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
Mondelez International, the snacks firm which split off from Kraft Foods adopts mobile first position
67% of smartphone users say mobile friendly sites turn visitors into customers
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
Study : Marketers Underspending on Mobile Marketing
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.
Innovative technologies to enhance television advertising
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
Tablet ownership booming globally
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.
via WARC
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
Two independent studies show Mobile Web Usage to Surpass Wired by 2015
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
Big changes in TV habits among 18 to 34-year-olds
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.
Via Warc
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
59% of smart phone users access the mobile web while waiting in line.
I’ve always been fascinated with how retailers can make waiting in line more interesting. Smart phone promotions give retailers a great opportunity to make one last pitch to consumers and keep them busy. Some companies that have a constant flow of visitors do a good job reaching consumers with digital video opting them in for text or e-mail offer alerts via their smartphone. But you don’t always need interactive video sometimes a quick call to action on a chalkboard will do the trick. The 59% of users stat is probably the least surprising in this list check out some of the others in the 70+ percent range like how consumers access their smart phones in restaurants. Read on.
From Warc
MOUNTAIN VIEW: Smartphone use is increasingly influencing US consumers’ media use and shopping habits, a study has indicated.
Digital giant Google and research firm Ipsos OTX MediaCT questioned 5,013 adultswho accessed the web via these devices, and found that 93% of the sample used the gadgets at home.
Moreover, 87% did so “on the go”, a figure attaining 77% in stores, 73% in restaurants and 72% at work.
A majority (59%) logged on to the mobile web while waiting in line, 48% did so as they ate, 44% during shopping trips and 43% while travelling.
The week before the survey was taken, 81% of contributors said they had browsed the mobile internet, 77% used search engines, 68% used apps and 48% played back video.
More broadly, 72% of respondents had engaged in simultaneous media use involving smartphones and other mainstream channels at some point.
This included 33% watching television at the same time as using the wireless web, 29% who went online through a PC, 27% for gaming and 22% for reading print media.
“Mobile search is often prompted by cross media exposure,” said Selina Rennie of Google’s Agency Team.
“Over two-thirds of smartphone owners have carried out a search on their smartphone as a result of traditional media.”
When discussing specific activities, 82% of smartphone subscribers employed email services on their phone and 63% visited social networks.
Similarly, 82% researched and read news, 75% exploited navigation tools, 65% enjoyed entertainment content, and 45% managed their finances, social life or travel arrangements.
An extra 46% of participants used ecommerce sites, 43% viewed video-sharing portals, 38% visited general consumer websites and 26% official brand platforms.
Turning to shopping, 79% of the smartphone audience used their handsets for commercial purposes. Some 78% had located retailers, compared prices or searched store inventories, and 69% sought out product information, such as by scanning a barcode, watching online video or reading reviews.
Another 52% contacted a retailer, 40% had sourced coupons, and 28% redeemed virtual discount vouchers.
Within the 74% of individuals claiming to have previously made purchases because of using a smartphone, 76% bought goods at a bricks and mortar outlet and 59% did so from a PC.
Additionally, 35% snapped up a product straight from their phone, 27% looked to mobile websites and 22% turned to apps for the same reason.
Where people bought goods through a smartphone, the average annual expenditure hit $300, with 48% of relevant consumers buying entertainment items, as electronics and apparel both secured 45%.
Conducting research on a smartphone and then buying in-store remains the most common path to purchase, with 67%, but 9% of respondents had taken the opposite route.
Elsewhere, 23% undertook investigations on a wireless device and then a bricks and mortar store before completing transactions on the web.
A further 16% researched and purchased on a phone, with a trip to a store sandwiched in the middle.
Having been asked to describe mobile advertising formats they could recall, 45% of those polled referenced banners and graphical ads, and 43% mentioned executions on a website they had viewed.
A 35% share remembered ads embedded in apps, standing at 34% for paid-search listings, 28% for SMS and 21% for video and location-based alternatives.
“In terms of advertising, smartphone users are not only noticing mobile ads, they are receptive to them: 82% notice ads on their smartphones, half of which take action,” said Rennie.
Data sourced from Google; additional content by Warc staff, 10 June 2011
Contact us for more information on how to reach consumers with smart phones in retail.