Figure from IDC show that as PC shipments stay flat year on year, sales of smartphones are growing. This means that in 2011, we have seen smartphone shipments hit 100m, overtaking PC shipments. 41% of the UK currently have smartphones, and as feature phones continue to decline, we can expect smartphone owners to be the majority soon.
107 minutes are spent online (UKOM Feb) 32 minutes on mobile (Comscore MMM) (Understimate as doesnt include mobile wifi usage) 139 minutes spent on the internet per day – 23% are spent on a mobile Yet mobile spend is only 1% of online
Post purchase – manuals, make something dull more interesting and more useful Pre purchase – Ikea, add products on pictures http://www.mobiadnews.com/?p=382
A boring time made interesting through mobile and social media Monitor checkins online – gather details and give them a relevant gift http://surprise.klm.com/
Tescos – romford store trial, app works out quickest route around the store based on your shopping list Shopkick – open app and get kickbucks by walking instore, redeem them for range of rewards or give them to charity
The IAB Affiliate Marketing Council 28 th July 2011
Consumers use mobile to respond Mobile should be considered in all advertising campaigns as a potential response mechanism = 40% agree they often use their mobile if they see an interesting ad Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days