jump to navigation

Nielsen Study Reveals Consumer Cell Phone Preferences December 20, 2010

Posted by StrategicGrowth in mobile.
Tags: , , , , , ,
2 comments

As marketer’s begin to embrace mobile marketing strategies and begin being faced with choices on which strategies are best for their firms, one element that will be increasingly important to know is which phones are being used by specific demographic segments.  Nielsen is making strong in-roads at providing that information

A recent Nielsen Company report revealed that U.S. consumers rate Apple and Google Android phones as the most desirable, but men, apparently, prefer Android OS phones, whereas women prefer the Apple iPhone.

Smart phones, which have a nearly 30 percent penetration in the U.S. mobile device market, are led by the Apple iOS (27.9 percent), RIM’s BlackBerry (27.4 percent) and Android (22.7 percent). Of consumers queried about plans to upgrade their current phones, 35 percent picked iOS, 28 percent Android and 15 percent BlackBerry. Interestingly, more feature phone owners were interested in migrating to Android (28 percent) than Apple (25 percent) and left BlackBerry in the dust (11 percent).

The preference by gender was also clear: Of females looking for a new smart phone, 30.9 percent opted for the iPhone, and only 22.8 percent are interested in Android. For men, however, 32.6 percent want an Android phone, and 28.6 percent want an iPhone.

In the 18-to-24-year-old group, 35.9 percent of respondents opt for the iPhone, with 32 percent leaning toward Android. The difference narrows in the 25-to-34 group (31.9 percent versus 29.8 percent) and flips for the 35-to-52 group (27.4 percent for Android and 26.3 percent for Apple).

Advertisements

Smartphone Owners Mobile Purchasing Behaviors Differ by Device January 7, 2010

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: , , , , , , , , , , , , , , , , , , , ,
2 comments

As consumers become more and more dependent on their mobile phones to assist them in their everyday lives, it’s inevitable that they will begin to make purchases via mobile.  In a transition similar to that of the Internet before it, consumers are now beginning to test the capabilities of their mobile device to become the ultimate tool of convenience allowing them to handle the purchase of items they need using mobile technology.  And as it was with the Internet, retailers are now playing ‘catch up’ to make that capability available.  However, as those retailers begin to develop their mobile marketing strategies they can now take advantage of the research offered below.

Therefore, we recommend that all retailers become familiar with the information below and then begin the process of optimizing their websites for mobile viewing. Should you elect not to optimize for all mobile devices, then use the information below to select the the device whose user-demographic profile best matches your target demo’s.

Retailers can learn more about the best ways to use mobile technology to promote their products and services by visiting our website, and if your firm would like to explore using mobile, we at Strategic Growth Concepts would be happy to assist you.  To schedule a free consultation regarding using mobile marketing for your firm, contact us via our website.

____________________________________________________________ 

Center for Media Research

According to the Compete quarterly Smartphone Intelligence survey, smartphone owners are more comfortable buying from their handsets, but still have some site functionality problems. 8% of smartphone owners that tried to purchase a product on their device were unable to do so. 45% of those that abandoned the process reported that they did so because the site would not load, and an additional 38% left the site because it was not developed specifically for smartphone users.

Danielle Nohe, director of consumer technologies for Compete, points out that “… smartphone use is no longer limited to an exclusive group of tech savvy consumers. As… people grow more comfortable transacting, site owners must redesign around mobile shopping ease-of-use… ”

Nonetheless, says the report, mobile commerce (m-commerce) is ready to explode in 2010. But Nohe cautions that marketers recognize the differences that vary by individual and device. For instance, he says “We’re seeing notable behavior differences across devices… (as) users of the Android operating system share different characteristics than Blackberry and iPhone enthusiasts.”

Key findings from Compete’s Q3 2009 Smartphone Intelligence survey include:

  • 37% of smartphone owners have purchased something non-mobile with their handset in the past 6 months
  • 19% of total smartphone owners have purchased music from their device, 14% have purchased books, DVDs, or video games and 12% have purchased movie tickets
  • 40% of Android owners and 51% of Blackberry owners would spend $500 or more to buy a product from their mobile phone, compared to 9% of iPhone owners
  • The most popular mobile shopping-related activities are research related: 41% of iPhone users and 43% of Android users are most likely to check sale prices at alternative locations from their mobile phones while they are shopping
  • The second most likely activity is accessing consumer reviews, with 39% of iPhone owners and 31% of Android owners investigating reviews from their handset before they purchase
  • While m-commerce is poised for explosive growth in 2010, consumers are still more likely to abandon mobile purchasing on sites that are not optimized for the on-the-go experience, similar to shopping cart abandonment in the early days of e-commerce.
Shopping Use of SmartPhone Away From Computer (% of SmartPhone Owner Respondents Using At All)
Use of Smartphone % of Respondents
Look up shopping info about item to purchase online 68%
Find address & store hours of preferred store 68
Review a product description 52
Look at 3rd party or consumer review of product while in store 45
Check order status originally placed online 43
Look for retailer or product coupons 43
Check for availability of in-store pickup 40
Check price of in store item as “good deal” 36
Make purchase after seeing item in store 34
Make purchase if product not available in store 28
Make purchase without seeing item in store 28
Check status of rebate submitted 24
Source: Compete Smartphone Intelligence Survey, Q3 2009

Compete’s Smartphone Intelligence combines consumer insights with behavioral data to reveal how smartphone owners are using their phones.

For additional information about this study, please visit here.

Mogreet Debuts First-Ever Mobile Video Marketing Platform Across All Top U.S. Carriers November 4, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts, Video Marketing, Web 2.0.
Tags: , , , , , , , , , , , , , , , , , ,
1 comment so far

Hundreds of Millions of Americans Can Now Receive Targeted Mogreet Video MMS Messages From Marketers On Everyday Flip Phones or the Latest Smartphones, Including iPhone, Blackberry, Android and Palm Pre

By: PR Newswire Nov. 4, 2009

Mogreet, the company behind the world’s first mobile video messaging platform, today announced the debut of its game-changing mobile marketing solution, the Mogreet Mobile Video Marketing Platform. Mogreet’s platform can deliver short format videos to more than 200 million U.S. mobile devices, while measuring the effectiveness and ROI of each campaign in real-time.

Mogreet clients routinely experience open rates, video views and click-through rates 15 to 25 times higher than other forms of advertising media. And by virtue of the fact that mobile customers react to text messages in 20 seconds on average — versus hours or days for email — brands see results almost instantly. Marketers also benefit from the inherent virality of Mogreet Mobile Video Marketing, as mobile messages can simply and easily be shared amongst friends, which can result in 5 to 10 times additional reach.

“It’s 1993 all over again … only this time, rather than email, the race is on to harness mobile to build a direct relationship with the end consumer,” commented James Citron, CEO, Mogreet. “The ability to deliver your message in video to just about every mobile phone in the U.S., and not just smart phones with Internet plans, means marketers are not forced to sacrifice reach when they add mobile to their marketing mix.”

“Over 150 million U.S. consumers do not own a smartphone, and most have never seen a video on their mobile phone. With Mogreet, we have designed a way to reach these consumers and enable brands to communicate in rich, engaging media, creating an iPhone-like experience across all major cell networks and phones, ” explained Jay Goss, Senior Vice President of Sales and Marketing, Mogreet.

Mogreet is expanding marketers’ reach by harnessing the power of over four-billion text messages sent each day in the United States from consumers of all ages, including adults 35-44 who now send more texts than place calls. Mogreet’s platform has been utilized by leading brands in numerous verticals from hospitality — including the launch of a sixty-property line of hip hotels — to apparel, retail and entertainment, with four #1 box office film releases.

Time to Begin Planning Mobile Strategies to Aid Holiday Sales July 11, 2009

Posted by StrategicGrowth in Marketing Plan, mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: , , , , , , , , , , , , , , , , , , , , , ,
9 comments

By Mickey Alam Khan, July 6, 2009

It’s only three months before mobile can expect to play a significant role in searching and shopping for the holidays. Marketers, agencies and vendors should gear up for the traffic and the expectations.

As is customary, marketers are already working on lists for catalog, direct mail, insert media and email drops for the holidays, along with planning print, television, radio and online buys for those with the budget. Mobile should now be included in that media mix.

First it is key to understand mobile’s role in the holidays. It certainly won’t supplant ecommerce or the wired Web. It won’t take away from print, TV or radio’s branding strengths. And it won’t compete with the catalog, mailer, insert or email.

SMS msg on cell in hand - verticalInstead, mobile will give legs to those channels, through mobile advertising, mobile marketing and mobile commerce.

Long on short codes
Let’s start with catalogs.

Each catalog invites users to shop via phone, mail or by entering a SKU number on the brand’s Web site. Perhaps it would be wise to add a keyword and common short code on each catalog, inviting recipients to text and opt in to the loyalty program for alerts of new deals, shipping incentives or discounts during the holidays.

A similar effort with targeted direct mail and inserts – unique keyword and short code – can actually track the piece’s efficacy in case the customer or prospect responds to the call to action.

Mentioning a keyword and short code on marketing and retail email newsletters can also encourage enrollment into the overall loyalty program with the mobile number.

Adding SMS to print, TV and radio will help track the effectiveness of print and broadcast advertising at a time when the sales pitches are at their shrillest. After all, the holidays are the annual Olympics for retail and marketing.

It’s as simple as that: a keyword and short code. But start preparing now. Wireless carriers take their own sweet time approving SMS programs, and with new requirements in place, marketers have to provide every detail about their planned campaigns.

What the carriers don’t want – and certainly will prevent at all costs – is a collapse of their network due to a deluge of commercial SMS messages. Nor do they want to be accused of spam, even if it’s a perception issue.

At any rate, expect holidays 2009 to set a record for holiday-oriented SMS messages exchanged between brand and consumer.

Site to see
Another holiday marketing tool that requires immediate attention is a mobile or mobile-friendly Web site.

With the falling costs of creating a mobile site and the plethora of plug-and-play services out there, retailers and marketers have little excuse to dither on creating a mobile Web presence targeting consumers on the go.

What would consumers on the go like from their favorite brands’ mobile site? Several functionalities including a search engine for merchandise, store locator, gift-finder tool, list of best-sellers and prices, sales promotions, SMS signup, package tracker and, in some cases, the ability to buy from that site.

Smart mobile sites will also include the click-to-call functionality, linking the shopper to the pertinent store.

Obviously most of these functions would work well only on sites customized for smartphones. But it’s a necessary first step to create user-friendly mobile sites for the iPhone, BlackBerry, Palm Pre and more sophisticated HTC, LG, Samsung, Sony Ericsson, Motorola and Nokia phone models.

A smart accompaniment to the mobile site is the mobile application incorporating some, if not all, the functionality available on the marketer or retailer’s mobile site.

Brands can use their store marketing or other channels such as mail, catalog, print, email or broadcast ads to urge consumers to download their app from the pertinent app store.

Make sure the app is compelling if it is not to be deleted within days of download. Occupying valuable screen real estate on, say, an iPhone, BlackBerry or Palm Pre, is a branding privilege that should not be abused.

Ads up
That takes care of the merchandising and mobile marketing sides of mobile. How about mobile advertising?

Well, now’s the time to make smart buys across leading media sites.

Brands such as Polo Ralph Lauren, Tiffany and Cartier as well as Walmart and Target should be locking up deals with trusted publications including The New York Times and The Wall Street Journal. They should lock in key positions for their ads to run on those publications’ mobile sites.

These brands can also strike deals with magazine publishers such as Time Inc. or Hearst to incorporate mobile into their multichannel media buys. Mobile ads can run not only with the publishers’ sites but also within their apps as part of sponsorship deals.

All mobile ads, once clicked on, will link to special landing pages with the desired call to action or to the mobile site. As simple as that. It’s been done on the wired Web and there’s no reason why it can’t be replicated on mobile.

Look, it’s very simple: When one in 10 working-age Americans is out of work, when the nation’s mood swings between optimism and pessimism, when the national savings rate is going up, the only way that marketers will get consumers to spend is through marketing and its desired end – creation of desire.

These ideas are basic and require little effort but consultation and working with the brand’s agency or mobile marketing firm. The time has come for brands to recognize that if they want the holiday merchandise to move, they must be as mobile as their customers and prospects. Call now.

___________________________________________________________

Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.