Industry updates on key mobile trendsWEEK ENDING 2/08/2013 1
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/08/2013Mobile Trends Facebook is developing a smartphone application that will track the location of users, two people with knowledge of the matter said, bolstering efforts to benefit from growing use of social media on mobile computers. App details include: (Bloomberg) – The app, scheduled for release by mid-March, is designed to help users find nearby friends and would run even when the program isn’t open on a handset. – The tracking app could help Facebook sell ads based on users’ whereabouts and daily habits. – It may also raise the hackles of consumers and privacy advocates concerned about the company’s handling of personal information. Yesterday, Twitter announced an update for its search features for Android, iOS and mobile web. Furthering the companys efforts for a more uniform user experience, the new updated adds a search button to the iPhone app, bringing it up to speed with its Android and iPad counterparts. The updates include: – Discover – Now all the content in Discover — Tweets, Activity, Trends and suggestions of accounts to follow — appears in a single stream, on both iPhone and Android. You can also dive into Activity and Trends from new previews at the top of the Discover tab. – Search – Search results now surface the most relevant mix of Tweets, photos, and accounts, all in one stream (similar to the stream in Discover). – Connect – To provide a simpler experience in the Connect tab, the default view is now Interactions, which shows you new followers, retweets and mentions. – Links – Click a URL in a Tweet to go directly to that website from any timeline and get to content highlighted on Twitter faster. (Previously, when you tapped any part of a Tweet, it would first expand and then a second click was required to get to the website.) 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 2/08/2013Mobile Trends (cont.) Mobile campaigns leveraging location targeting outperformed non-location targeted campaigns by a factor of two times, according to a new report from Verve Mobile. Report findings include: (Mobile Marketer) – All location-based strategies exceeded the industry average click-through rate of 0.4%, with geo-aware campaigns leading with a 1% click-through average. – Geo-fencing averaged an above 0.90% click-through rate followed by city, ZIP code, DMA, audience and third-party place-based audience targeting. – The report also reveals that marketers are increasingly embracing location-based targeting, with the number of location-based campaigns across the Verve network jumping from 17% in 2011 up to 36% in 2012. – In 2012, 30% of location-based campaigns were targeted based on a designated market area, 24% used third party data and place-based targeting; 22% were geo- fenced; 14% were geo-aware, 6% were targeted based on ZIP code and 4% based on city. By the end of this current year, 1.4 billion smartphones will be in use: 798 million of them will run Android, 294 million will run Apple’s iOS, and 45 million will run Windows Phone, according to a new study by ABI Research. Additional study highlights include: (Venture Beat) – The result of that growth is a global customer market share of 57% for Android, 21% of iOS, and 3% for Windows Phone. – ABI predicts that 20 million BlackBerry 10 phones will be in active use at year-end. – By the end of 2013, ABI expects there to be 45 million Windows Phone handsets in use, with BlackBerry 10 holding an installed base of close to 20 million. Microsoft will also have 5.5 million Windows-powered tablets to show for it. – For tablets, ABI is predicting continued hyper-growth: 125%, which will result in 268 million tablets in use. 62% will run on iOS and 28% will run Android. 3
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