Mobile Shopping and Browsing Activities of Smartphone Users shows Mobile Marketing is going to be Huge http://www.urmobile.com
http://www.urmobile.com We analyzed independent research by 3 companies - and all statistics are pointing to one common thread "Consumers are using mobile phones more than ever for information, news, entertainment, shopping, retail and research purposes."
Companies are taking notice and gearing up to engage customers on the mobile channel.
The fact that consumers always have their mobile phones and are always connected makes this a unique opportunity.
Location and time sensitive targeting are two other factors that make mobile marketing a great opportunity.
General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media .
81% browse the Internet, 77% search, 68% use an app, and 48%
watch videos on their smartphone
72% use their smartphones while consuming other media, with a
third while watching TV
93% of smartphone owners use their smartphones while at home
Search engine websites are the most visited websites with 77% of
smartphone users citing this, followed by social networking, retail
and video sharing websites
Nine out of ten smartphone searches results in an action
purchasing, visiting a business, etc.)
24% recommended a brand or product to others as a result of a
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet. Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. Local Information Seekers:
95% of smartphone users have looked for local information
88% of these users take action within a day, indicating these are
immediate information needs
77% have contacted a business, with 61% calling and 59% visiting
the local business
take action within a day Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. Purchase-driven Shoppers:
79% of smartphone consumers use their phones to help with
shopping, from comparing prices, finding more product info to
locating a retailer
74% of smartphone shoppers make a purchase, whether online,
There are 73.3 million US smartphone users in 2011, eMarketer estimates, and many are turning to their phones to help them shop. A study conducted in January by Chadwick Martin Bailey and iModerate Research Technologies revealed that more than half of 1,400 consumers polled reported using their smartphones to assist them with shopping. The research found that more than 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones. Source: http://www.emarketer.com/Article.aspx?R=1008300
According to the study released in March, 66% of respondents used their smartphones to conduct price comparisons on a product or service and 58% used them to find the closest store locations. While 41% of those polled said they had made purchases from their smartphones, just 17% said that making a purchase was their reason for using a smartphone. Source: http://www.emarketer.com/Article.aspx?R=1008300
This data is in line with comScore findings, also from January, which identified the top three mobile shopping activities for US smartphone users: Source: http://www.emarketer.com/Article.aspx?R=1008300
Finding nearby stores (49%)
Comparing prices prior to shopping (46%)
Researching product details (44%)
ForeSee Results has released new research showing that consumers are using mobile phones more than ever for retail purposes.
Shoppers are using mobile phones to access websites and apps
more than ever before.
33% of respondents have used their phone to access a retailer
26% indicated they plan to access retailer websites or mobile
apps by phone in the future.
Source: http://www.screenmediadaily.com/news-foresee-results-acsi-market-research-smartphones-mobile-retail-shopper-experience-study-purchase-intent-001400977.shtml "Any retailer not actively working to develop, measure, and refine its mobile experience is leaving money on the table for competitors," said Kevin Ertell, vice president of retail strategy at ForeSee Results and author of this report.
http://www.urmobile.com Clearly the findings of these studies are similar in nature and have strong implications for businesses. 3 . Mobile strategy now needs to be part of the company DNA – and company needs to develop a holistic cross - channel strategy to serve their customers across all mediums - mobile, online and traditional. 2 . Companies need to reverse engineer these statistics and make sure they are engaging, serving and communicating with customers on each of the above points. 1 . Having a mobile presence and being found via mobile search is just the starting point.
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