Green line represents: monthly unique visitor count of consumers looking at Android devices on the Carrier sitesBlue line represents: monthly unique visitor count to apple.com/iphone
MI12: How often do you perform each of the following activities on your smartphone?
MI13. Do you typically perform each of these activities using an application or using your smartphone’s mobile Internet browser?
Question: To the best of your recollection, what types of applications have you downloaded on your smartphone?
Question: When using your mobile phone, have you seen any forms of mobile advertising?Question: Which of the following types of mobile advertising have you noticed, if any, in the past 6 months?
Question: Which of the following actions have you taken, if any, in response to mobile advertising you have been exposed to in the past 6 months?
Mobile Apps & How They're Revolutionizing Search
Mobile Apps & How They’re Revolutionizing Search<br />
About CompeteCompete connects the dots from online insights to marketing ROI<br />Increase online and offline marketing effectiveness based on online behaviors and survey responses from millions of consumers<br />Largest integrated online consumer behavior and survey panel in the industry<br />Expertise in the automotive, consumer goods, financial services, media, mobile, online, retail, telecom and travel markets<br />Advertising and promotion effectiveness<br />Shopper quality and brand consideration<br />Website effectiveness<br />Segmentation and targeting<br />Search marketing performance<br />Customer satisfaction and loyalty<br />Competitive tracking and benchmarking<br />2<br />
Consumers Rely on Apps & Browser for Info<br />Apps<br />Mobile Browser<br />Both<br />
38% of Smartphone Owners say that anIntegrated Apps Store is a must have<br />Consumers are flocking to the app stores<br />26% of Android Owners and 31% of iPhone Owners have visited an app store at least 11x in the past 3 months<br />
Selective About Choice of Downloads<br />37%download zero apps a month<br />43%download just 1-3 apps a month<br />80% say most or all apps were free<br />26% of apps are used just 1x (source: Localytics)<br />
Not “Searching” in the Traditional Sense<br /><ul><li>Instead, they are downloading applications that help to solve a particular problem:
What restaurant should I go to? What store is nearby?</li></li></ul><li>Top items scanned:<br />Grocery Items<br />Books, DVDs, video games<br />Apparel, shoes, jewelry<br />28% have used a Barcode Scanning application<br />Top reason to scan: compare prices on the product to other stores<br />
Of those…<br />47% recall in app advertising<br />40% recall an ad in the browser<br />26% received an ad via SMS<br />21% got a location based coupon via SMS<br />19%received a coupon via email that they could redeem w/o printing<br />34%of Smartphone Owners recall seeing mobile advertising <br />
17% use a coupon that was received<br />15% used search to get more information about the product<br />14% look online for more information about the product<br />10% consider buying the product<br />9%talked to a friend, family member or colleague about the product<br />38%of those exposed take some sort of action following exposure<br />