Indonesia is the one of the most populated country in the world. Considered to be the fastest emerging market, with more than 280 millions mobile phone subscription and fourth largest Facebook user, its considered as one of the biggest potential digital market in APAC
Digital numbers E commerce (SMSC: Social Media Strategist Club) kopdar miniSeno Pramuadji
This is just a glimpse of what is happening in Indonesia, online retailers and marketplace. Datas are a bit old ;). Well..if you have the latest one, feel free to let me know
How to reach out and engage with your Indonesian audience on social media?Agence Tesla
- Understand Indonesia, a strategic market : some statistics to understand the Indonesian market as a strategic market and how Indonesian people are using social media
- Popular social media platforms in Indonesia : a classification of the most used social networks in Indonesia among different age groups of the population
- Case study: the impact of beverage brands campaigns during Ramadhan - focus on Aqua's campaigns AdaAqua and Aqua242 – an interesting approach mixing social media listening first and confirming the insights with quantitative and qualitative market research
- Conclusion: how to engage with the audience in Indonesia on social media?
- Social media listening by Tesla Insights – our methodology based on social media analytics, manual sentiment analysis, and insights.
More about Tesla Insights : www.teslainsights.com.
Digital numbers and landscape in indonesia 2016 updatedSeno Pramuadji
This is the update version of digital number in Indonesia based on APJII survey. Although there has been controversy regarding the survey, I'm just re-compile it into much easier use and read.
Indonesia is the one of the most populated country in the world. Considered to be the fastest emerging market, with more than 280 millions mobile phone subscription and fourth largest Facebook user, its considered as one of the biggest potential digital market in APAC
Digital numbers E commerce (SMSC: Social Media Strategist Club) kopdar miniSeno Pramuadji
This is just a glimpse of what is happening in Indonesia, online retailers and marketplace. Datas are a bit old ;). Well..if you have the latest one, feel free to let me know
How to reach out and engage with your Indonesian audience on social media?Agence Tesla
- Understand Indonesia, a strategic market : some statistics to understand the Indonesian market as a strategic market and how Indonesian people are using social media
- Popular social media platforms in Indonesia : a classification of the most used social networks in Indonesia among different age groups of the population
- Case study: the impact of beverage brands campaigns during Ramadhan - focus on Aqua's campaigns AdaAqua and Aqua242 – an interesting approach mixing social media listening first and confirming the insights with quantitative and qualitative market research
- Conclusion: how to engage with the audience in Indonesia on social media?
- Social media listening by Tesla Insights – our methodology based on social media analytics, manual sentiment analysis, and insights.
More about Tesla Insights : www.teslainsights.com.
Digital numbers and landscape in indonesia 2016 updatedSeno Pramuadji
This is the update version of digital number in Indonesia based on APJII survey. Although there has been controversy regarding the survey, I'm just re-compile it into much easier use and read.
MarkPlus on Indonesia Internet Users 2013 - Marketeers Nov 2013 editionWaizly Darwin
Some thoughts and analysis on Indonesia Internet Users in 2013, Penetration, segmentation, spending habits of the netizens.
Note: This document was presented at Jakarta Marketeers Club Dinner Seminar in October 2013 and published for Marketeers Magazine November 2013 Issue "What's Wrong with Michael Porter" which got a gold medal at Indonesia Print Media Award (IPMA) 2014.
Presentasi trend digital 2015 di Indonesia, merupakan hasil gabungan beberapa referensi dari slide yang ada di slide share. di gabung dengan kebutuhan user dan behavior user. Slide ini digunakan sebagai salah satu modul pengajaran tim Litbang DepKes tgl 25-28 Maret 2015 di Pusdiklat, Bandung
Smartphone User Persona Report 2015 - PhilippinesVserv
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in Philippines.
Indonesia is dominating social media statistics. Already home to the biggest twitter city, we look at how Indonesian's love affair with social media is evolving to include ecommerce, political campaigns, and much more.
Baidu - Explore The Mobile World in Indonesia - 2014Baidu Indonesia
Baidu releases a report based on the results of the company exploration on the mobile world trends in Indonesia. The exploration result was obtained from the surveys and interviews conducted by the company since 2 September to 31 October 2014. This activity aims to gain insights into the current situation and trends in Indonesian mobile market, as well as to gain in-depth description of the mobile phone users in Indonesia.
This report (in Indonesian) is also available in HTML5 version: http://goo.gl/HAIY2K
Philippines has been slow off the marks when it comes to smartphone penetration and mobile internet usage but it's starting to catch up fast.
Our report looks at the trends among the feature phone and smartphone users in the country of 97 million people.
About Digital Copywriting (made for Akber Bekasi, Mei)Seno Pramuadji
Akber (Akademi Berbagi) is a social movement in Indonesia. It teaches people about the passion of sharing. Give back to society. And this is my presentation for Akber Bekasi.
We Do, We Love, We Grow
Growmint is a full-service digital agency focus for continuously improving your business through integrated digital medium. We combined scientific and creativity approach through knowledge, data, design, technology, and behaviour to measure business sustainability in digital era. We believe as a partner, we need to walk hand-in-hand for the whole industry to sustain.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.
2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.
3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.
4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.
5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
Indonesian youth population is now the largest potential market for business to compete in. Here are some insight to sharpen your digital strategy in the future.
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in India.
Ericsson Traffic and Market Report- June 2012Ericsson Slides
According to Ericsson’s second Traffic and Market Report - On the Pulse of the Networked Society, 85 percent of the world’s population will have internet coverage via 3G by 2017 – and there will be close to 9 billion mobile subscriptions, compared to 6 billion at the end of 2011.
For more information please visit: www.ericsson.com/trafficmarketreport
MarkPlus on Indonesia Internet Users 2013 - Marketeers Nov 2013 editionWaizly Darwin
Some thoughts and analysis on Indonesia Internet Users in 2013, Penetration, segmentation, spending habits of the netizens.
Note: This document was presented at Jakarta Marketeers Club Dinner Seminar in October 2013 and published for Marketeers Magazine November 2013 Issue "What's Wrong with Michael Porter" which got a gold medal at Indonesia Print Media Award (IPMA) 2014.
Presentasi trend digital 2015 di Indonesia, merupakan hasil gabungan beberapa referensi dari slide yang ada di slide share. di gabung dengan kebutuhan user dan behavior user. Slide ini digunakan sebagai salah satu modul pengajaran tim Litbang DepKes tgl 25-28 Maret 2015 di Pusdiklat, Bandung
Smartphone User Persona Report 2015 - PhilippinesVserv
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in Philippines.
Indonesia is dominating social media statistics. Already home to the biggest twitter city, we look at how Indonesian's love affair with social media is evolving to include ecommerce, political campaigns, and much more.
Baidu - Explore The Mobile World in Indonesia - 2014Baidu Indonesia
Baidu releases a report based on the results of the company exploration on the mobile world trends in Indonesia. The exploration result was obtained from the surveys and interviews conducted by the company since 2 September to 31 October 2014. This activity aims to gain insights into the current situation and trends in Indonesian mobile market, as well as to gain in-depth description of the mobile phone users in Indonesia.
This report (in Indonesian) is also available in HTML5 version: http://goo.gl/HAIY2K
Philippines has been slow off the marks when it comes to smartphone penetration and mobile internet usage but it's starting to catch up fast.
Our report looks at the trends among the feature phone and smartphone users in the country of 97 million people.
About Digital Copywriting (made for Akber Bekasi, Mei)Seno Pramuadji
Akber (Akademi Berbagi) is a social movement in Indonesia. It teaches people about the passion of sharing. Give back to society. And this is my presentation for Akber Bekasi.
We Do, We Love, We Grow
Growmint is a full-service digital agency focus for continuously improving your business through integrated digital medium. We combined scientific and creativity approach through knowledge, data, design, technology, and behaviour to measure business sustainability in digital era. We believe as a partner, we need to walk hand-in-hand for the whole industry to sustain.
Google commissioned GfK to conduct a landmark study in Indonesia to gain insights into digital habits of Indonesian consumers. Using a passive metering approach, detailed consumer habits can be uncovered.
This is a compilation of facts and figures that paint a picture about the digital landscape of Indonesia. A few highlights are below:
1. Growing Love For the Internet
Internet penetration is growing in Indonesia as close to 24% Indonesians are now connected. Primary activity on the internet still remains social networking. However, multimedia, news & blogs are gaining popularity.
2. Mobile and Internet goes hand-in-hand
Over 78% Indonesians access internet with their mobile phones. This is fueled by the cheaper handsets, inexpensive data charges & growing popularity of social networks.
3. Smartphones gain popularity
Android overtook Blackberry as the #1 smartphone OS in Indonesia as 1 in every 4 Indonesian now owns a smartphone.
4. Social Media becomes a daily habit
Over 61% claim social media to be an integral part of their daily lives. They claim to be more inclined to purchase a brand if engaged with it on social media.
5. Indonesian moms are online via mobile
Over 70% of SES ABC1 Moms (kids under 5) are online via mobile. This makes it imperative for marketers and advertisers to revise their strategy to go mobile-first.
Indonesian youth population is now the largest potential market for business to compete in. Here are some insight to sharpen your digital strategy in the future.
Smartphone User Persona Report is a comprehensive study conducted by Nielsen Informate to understand the behavioral patterns of smartphone users in India.
Ericsson Traffic and Market Report- June 2012Ericsson Slides
According to Ericsson’s second Traffic and Market Report - On the Pulse of the Networked Society, 85 percent of the world’s population will have internet coverage via 3G by 2017 – and there will be close to 9 billion mobile subscriptions, compared to 6 billion at the end of 2011.
For more information please visit: www.ericsson.com/trafficmarketreport
We believe that connectivity is the starting point for economic growth and increased quality of life. Find out more about how we try and enable communication for all here: http://www.ericsson.com/thecompany/sustainability_corporateresponsibility/enabling_communication_for_all
Myanmar Press Council (Interim) Media Code of Conduct in English and BurmeseLinda Austin
This document is the Media Code of Conduct adopted by the Myanmar Press Council (Interim). It is in both English and Burmese, or Myanmar, languages. It is for JNL-2105 Journalism Ethics students in Professor Linda Austin's class at the National Management College in Yangon, Myanmar, in June 2015.
Internet Transformation: Launching A New Digital Business Venture Inside Your...James Burnes
How do you start the process of launching a new digital business venture within your organization? This presentation, with James Burnes, founder and Principal for Project Brilliant, addresses the factors impacting businesses in this Digital Age and the processes it takes to launch a new digital venture.
The Mobile Shift: How Mobile is Changing Consumer BehaviorJames Burnes
The world is rapidly changing as mobile devices are quickly becoming the new norm for communications and information gathering. The introduction of the Apple iPhone shifted the use and expectation of smart phone devices from businessmen to housewives. “The Mobile Shift” seminar will teach you and your colleagues how consumer behavior is changing and how your business can capitalize on this emerging, dominant technology to grow your business.
Session by Andrew Wyckoff, Director, Science, Technology and Innovation, OECD
Digitalisation has been underway for 50 years but crossed a critical threshold in last few years when over 80% of citizens in OECD countries had broadband subscriptions with the majority accessing the Internet via a smartphone. This era of ubiquitous computing is transformational, and the widespread deployment of this infrastructure means that products, activities and interactions are increasingly "digital" and can be easily shared, stored or exchanged globally via the Internet. As a consequence, data flows have grown and are a new raw material for innovation in industry and society, unleashing new business models and modes of social interaction. This transformation is just beginning and is poised to grow significantly as networked sensors and things become common-place. These changes are disruptive and also at odds with public policies – many of which are legacies of a pre-digital, analogue era. Reducing this gap and equipping policy-makers with ways to proactively seize the potential benefits and address the challenges related to digitalisation is at the core of a new cross-sectoral, multi-year project within the OECD.
These technological trends are not limited to one policy area, but their effects are particularly evident in the labour market, where they are profoundly affecting the nature of work, the structure and nature of the work environment, and the very nature of being an employee. We can’t predict exactly what the world of work will look like in the future or the specific types of jobs that will exist. What is clear, however, is that most sectors are already being affected. The platform (e.g. ‘sharing’, ‘gig’) economy offers workers great opportunities, including the flexibility of freelancing and holding multiple jobs (or gigs) to top up their income. At the same time, these new forms of work are challenging traditional institutions based on a unique employer-employee relationship. For instance, as new ways of organising work shift risk towards individual workers, who are increasingly in charge of their own training and of securing old-age and health insurance, existing models of social protection will need to be overhauled. How policy-makers, companies, employees and educators will adapt to these changes will mark the difference between being successful and being left behind.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
Topics include:
- Mobile's Effects on Consumers & Healthcare Professionals
- Advertising in the Tablet Apps of Consumer Magazines
- Best Practices and Trends in Mobile Advertising
Speakers:
- Jon Swallen, Chief Research Officer of Kantar Media Intelligence North America
- Ali Rana, SVP & Head Scientist of the Emerging Media Lab at Millward Brown Digital
- Dave Emery, General Manager of Kantar Media Healthcare Research
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Earlier this year, Episerver carried out consumer research in the UK with over 1000 consumers, to evaluate use of the mobile internet and use of apps.
Consumers were asked if they are using mobile sites, the importance of features and their engagement with mobile apps.
This research gives a useful list of the leading retailers to benchmark your Mcommerce site and apps against:
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
The mobile world is evolving at a remarkable rate, and as a result it is important for advertisers to position themselves ahead of what is sure to become a media landscape dominated by the mobile user. The new whitepaper by Catalyst & groupM Next lends insight into the way the new mobile consumers is behaving in the Canadian market, and provides recommendations for a shift towards a more contextual type of thinking for advertisers.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
Our recent research shows the myriad ways that digital consumers are increasingly incorporating social and mobile technologies into their shopping and buying experiences.
Como bien lo dice el título, es un estudio que hace eMarketer para conocer hábitos, comportamiento y consumo de medios digitales del segmento mejor definido como "millennial". Esta es su versión 2014.
E marketer mobile_content_activities_roundupIrene Ventayol
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience.
IAB Always On – A Global Perspective of Mobile Consumer ExperienceNuno Acosta
Today’s consumers around the globe are living in an “always-on” world due to the ubiquity of mobile devices and mobile internet access. IAB (US) and its Mobile Marketing Center of Excellence, in conjunction with 17 IABs from around the globe, aims to uncover the latest trends of mobile behaviors and perceptions, particularly among global smartphone owners and mobile internet users. This study examines how consumers access and use the mobile internet and how they perceive and react to mobile advertising.
Specifically, the key interests lie in understanding and comparing the usage pattern of mobile web and mobile apps to access the internet among smartphone users across the participating countries.
The main objectives for this research project are to:
o Understand consumers’ mobile internet usage and perceptions toward the experience on mobile web and mobile apps.
o Examine whether there are differences in consumer reaction and perceptions to advertising on these two mobile platforms.
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. 2 exacttarget.com2 2014 Mobile Behavior Report
I. Objectives and Methodology 3
II. Overall Findings 5
This is Mobile 6
The Role of Tablets 7
The Door is Open, but Closes Quickly 8
Abundant Room to Lead 9
III. Detailed Findings 10
Device Breakdown 11
Experiencing the Mobile Brand: Opting into (or out of) Communication 17
Mobile-Optimized Website Factors 27
Visitation on Mobile App vs. Mobile Web 28
IV. Recommendations 33
V. Appendix 35
Table of Contents
3. 3exacttarget.com 32014 Mobile Behavior Report
Objectives and Methodology
Digital mobility and connectivity grow more important every day. We know consumers keep
their mobile devices nearby, check them frequently, and occasionally use multiple devices at once.
But what do they actually click on, download, explore, peruse, and avoid on their mobile devices?
Survey responses are one thing, but tracking data—based on actual consumer action—helps to
further demystify consumer mobile behavior.
We tracked 470 voluntary consumers for a month to see how they
used their smartphones and tablets to access the mobile web and
mobile apps; we also asked them questions about how they use and
view mobile devices in their lives. When we start tracking patterns in
mobile behavior and combining that data with users’ own insights,
brands can begin crafting better experiences for all mobile users.
This report seeks to:
Uncover perceptions
and preferences
Find behavioral
patterns
Evaluate
assumptions
Explore relationships
with brands
Assess impact on
consumers’ lives
4. 4 exacttarget.com4 2014 Mobile Behavior Report
We completed this research through tracking, asking, and integrating.
As shown in the sidebar, we tracked 470 consumers on smartphones
and tablets from December 15, 2013 through January 15, 2014.
To add to the collected tracking insights, we deployed a survey
to those consumers, asking more in-depth questions about their
mobile usage and adoption. For additional details on respondent
profiles, consult the Appendix.
From the role of tablets to recommendations for mobile marketers,
read on for our overall and detailed findings from this research.
Track
To discover how mobile devices fit in the day-to-
day lives of consumers, we tracked 470 people
using Luth’s ZQ technology.
Digital tracking occurred from December 15,
2013 through January 15, 2014.
Note: N = 265 tracked on smartphone only;
N = 205 on smartphone and tablet.
We deployed the survey from January 6-14,
2014. The survey offered one-to-one matching
with digital data and measured offline behavior
and preferences.
Integrated digital data and survey data were
combined to gain a holistic understanding of mobile
usage behavior, preferences, and perceptions.
The combination of data and survey responses
presented a fuller picture of how consumers use
mobile devices.
Ask
Integrate
4 exacttarget.com4 2014 Mobile Behavior Report
5. 5exacttarget.com 52014 Mobile Behavior Report
Overall Findings
Like the societal and personal effects of
electricity and the Model T, the smartphone
continues to revolutionize daily activities and
how people perform them. Through analysis
of our smartphone and tablet tracking data
and consumers’ own survey responses,
several primary conclusions emerged
about the state of mobile behavior.
Just ask the 85% of people who say that mobile
devices are a central part of everyday life.
6. 6 exacttarget.com6 2014 Mobile Behavior Report
This is Mobile
Marketers often think of mobile as an
entire category of non-computer technology:
smartphones, tablets, e-readers, and so on.
Contrastingly, consumers tend to view mobile
as a single device: their smartphones.
Consumers most frequently associate “mobile” with a
smartphone/cell phone (54% selected this association), while
only 14% said tablets/e-readers. Thirty-two percent also said they
associate mobile with ease of use on the go, demonstrating that
consumers feel a strong link between that device in their pockets
and the connected freedom it brings.
Mobile devices are essential in consumers’ day-to-day lives.
Consider these findings:
• 85% of our respondents said mobile devices are a central
part of everyday life—and 90% of those aged 18-24 agreed.
• At an even greater rate, 89% say that mobile devices allow them
to stay up to date with loved ones and social events. To that
89%, their mobile device signifies connectivity to all that’s going
on in their world.
• On average, respondents report spending 3.3 hours a day on
their smartphones.
Mobility is indispensable in the digital age, and our mobile devices
are portals through which we connect with everything and everyone.
Whether it’s a tablet (see “The Role of Tablets”) or, more typically, our
smartphones, these mobile devices give us access to our social and
business lives on demand.
7. 7exacttarget.com 72014 Mobile Behavior Report
As mentioned in the preceding section, just 14% of consumers
associated tablets and e-readers with the word mobile, which is
one of several indicators that the tablet isn’t truly a mobile device.
Instead, it’s a largely in-home device that lends itself well to cross-
device usage. Of tablet owners, 65% report using their tablet while
watching TV at least once per day, while 41% use their tablet and
smartphone simultaneously at least once a day.
We see tablets as a companion to smartphones, but certainly not a
replacement—they’re most often owned by people aged 35+ who
can afford the extra technology. Three groups are most likely to
own tablets:
• Those earning $75-$100K (81% own tablets)
• Those earning $100K+ (79% own tablets)
• Consumers aged 35-44 (81% own tablets)
Consumers who own both smartphones and tablets don’t spend
less time using their smartphones, which indicates that tablets
complement smartphones, increasing time spent on tech devices
and not taking away from it.
Email (69%) and searching for info online (70%) are the most popular
activities to perform on tablets at least once a day; for smartphones,
it’s email (91%) and text messaging (90%). Tablets are used more
frequently than smartphones for passive activities like watching
videos or movies (40% do this on a tablet, vs. 30% on a smartphone)
and reading (57% do this on a tablet, while 43% do this on
a smartphone).
While the tablet may not be fully mobile, it’s trending toward
becoming tablet owners’ preferred method of accessing content. We
measured ten popular content properties (including Amazon, Twitter,
Facebook, and more—see the chart Properties Visited for details),
and of all properties measured, consumers used their tablet more
often than their smartphones to access all except Yahoo, Pinterest,
and weather information.
Brands aren’t delivering content optimally on mobile devices
(including the all-important content-distributing tablets), however—
54% of survey respondents say mobile-optimized websites
don’t give enough information. As tablets become a preferred
method of accessing content, brands must cater to the user
experience required by this device, whether by a separate mobile-
optimized site or a responsive site that alters its presentation and
interface based on what device is accessing it.
The Role of Tablets
Seventy-three percent of smartphone owners surveyed also owned a tablet.
7exacttarget.com 72014 Mobile Behavior Report
65%
of tablet owners report using
their tablet while watching TV
at least once per day
8. 8 exacttarget.com8 2014 Mobile Behavior Report
For example:
• 76% of users agree that location sharing provides more
meaningful content, and 73% believe that location sharing is
somewhat or very useful. For those who opted out, 63% simply
didn’t like the idea of sharing their location.
• Ninety-five percent of those who opt into email messages from
brands find these messages somewhat or very useful. And email
notifications are effective in converting to sales—more than 8
out of 10 consumers who signed up for emails from a brand
over the past six months made a purchase based on what
they received. But of those who don’t use email notifications,
43% find them disruptive.
• Although adoption by consumers is low (54% have actually opted
in to receive text messages from a brand), text messaging
is seen as somewhat or very useful by 91% of users who
actually subscribe to a brand’s texts. Of those who don’t, 52%
said it’s disruptive; 41% said the content wasn’t meaningful.
As the numbers indicate, a large percentage of consumers are
cautious (and understandably so) to share location information and
personal details with brands. Why would a consumer want to divulge
personal details if the brand hasn’t explained how that information
will be used, nor the personal benefits for that consumer?
Whether it’s push notifications, text messaging, emails, or something
else, brands must provide overt explanations of forthcoming
value, respect time and frequency of consumers’ communication
preferences, and ultimately be honest about what consumers will
receive in return for messaging privileges. Once the opt-in is garnered,
consumers will warm up quickly if the benefits are tangible—just look
at the 91% of consumers who subscribe to brand text messages and
agree that they’re useful.
The Door is Open, but Closes Quickly
For brands looking to capitalize on smartphones’ closeness to consumers, the numbers indicate
that consumers aren’t fundamentally opposed to mobile interactions with brands (and, in many
cases, they find these interactions useful)—but consumers need to be apprised of why they should
opt in to receive messages and what the end result will be.
8 exacttarget.com8 2014 Mobile Behavior Report
9. 9exacttarget.com 92014 Mobile Behavior Report
Consider these areas where brands can lead the way in mobile:
• Easy access to content across devices and platforms is
increasingly critical to consumers: More than nine out of ten
consumers say that access to content however they want it
is somewhat or very important; 59% say it’s very important.
Similarly, 83% say a seamless experience across all devices
is somewhat or very important.
• Forty-one percent of consumers who don’t opt into text messages
from brands say it’s because they don’t provide meaningful content.
• Only 53% say they liked or followed a brand on social media
from a mobile device in the past six months. Forty-six percent of
consumers report that brands don’t provide meaningful content
on social media.
• Fifty-four percent of respondents say that mobile websites don’t
give enough content; 54% also say it’s easier to find information
on mobile websites—so while mobile-optimized sites are more
user-friendly, they’re currently insufficient.
• With all these areas of improvement in mind, two-thirds
of consumers (68%) say it is somewhat or very important
that companies they interact with are seen as a
technology leader.
Mobile users care most about having seamless, easy access to
content across all of their devices. Companies delivering on that
content demand will win, yet currently, there’s abundant room for
brands with high standards for their mobile experiences to lead
the way.
These findings point to the need for brands to make mobile
communications more helpful, streamline how their mobile content
can be found and consumed, and provide just as much content on
mobile-optimized websites as they do on desktop sites. Consumers
are settling into their mobile habits, and brands that cater to the mobile
experiencefromtaptointeractiontopurchasewillearnfuturebusiness
and traffic.
Abundant Room to Lead
Consumers use their mobile devices for connectivity and content. People are looking for
improvements in how they consume and experience mobile content, but many mobile experiences
are still lagging far behind.
10. 10 exacttarget.com10 2014 Mobile Behavior Report
Detailed Findings
Here, we present detailed data combining both passive tracking and survey responses to paint
a current picture of mobile behavior from the ground up.
11. 11exacttarget.com 112014 Mobile Behavior Report
Device Breakdown
This section looks at both consumer-reported and tracked data regarding which devices consumers
prefer to use for various digital activities, including email, watching videos, searching for content,
and more.
Mobile Devices Owned
Of course, all consumers who participated in this research had
to own a smartphone to take part; just 5% of smartphone owners
also owned a basic cell phone. Of those consumers who owned a
smartphone, nearly three quarters (73%) also owned a tablet, as
shown in the chart.
The most noticeable differences reported in time spent on both
smartphones and tablets are when comparing consumers making
$25K to all other income levels, as well as comparing consumers
aged 18-24 with all other age categories. Across the board,
consumers with an income of $25K spend significantly more time
on their mobile devices than those reporting higher incomes.
While we don’t see a significant difference in usage across the board
when comparing tablet usage of consumers aged 18-24 against all
other categories, we do see a significant difference in the average
amount of time they spent on their smartphones vs. all other
age groups.
$25K
$25K - $50K
$50K - $75K
$75K - $100K
Aged 18-24
Aged 25-34
4.6 hrs
Aged 35-44
Aged 45-54
3.1 hrs
3.2 hrs
3.0 hrs
3.1 hrs
Average Hours
Spent on Smartphone
Average Hours
Spent on Tablet
Average Hours
Spent on Smartphone
Average Hours
Spent on Tablet
5.1 hrs
3.2 hrs
3.0 hrs
3.1 hrs
2.2 hrs
5.2 hrs
3.5 hrs
3.4 hrs
2.9 hrs
2.0 hrs
3.7 hrs
3.1 hrs
3.1 hrs
3.4 hrs
2.2 hrs
$100K+ Aged 55+
Data source: Survey responses based on income and age
12. 12 exacttarget.com12 2014 Mobile Behavior Report
Mobile Devices Owned by Consumers Studied Average Hours Per Day Spent on Mobile Device
Those earning $75-$100K (81% own tablets), those earning $100K+
(79% own tablets), and those aged 35-44 (81% own tablets) were
significantly more likely to own a tablet. Those of lower income
($25K) are significantly more likely to spend more time per day on
their smartphones (reporting 4.6 hours a day of use, compared to
the average 3.3 hours a day) and tablets (they reported 5.1 hours a
day of use, compared to the average 3.1 hours a day) than all other
income levels.
Consumers aged 18-24 are significantly more likely to spend more
time on their smartphones compared to consumers over the age of
25 (they reported 5.2 hours a day compared to the 3.3 hours a day of
consumers overall); however, 18-24-year-olds spend about as much
time on their tablets as all other age groups, with the exception of
those aged 55+, who use them significantly less (those 55+ report an
average of 2.2 hours a day on tablets, compared to those overall who
reported 3.1 hours a day).
Those consumers with an income of $100K+, as well as those aged
55+, report spending less time on their smartphones (3.1 hours a
day for those making $100K+ and 2 hours a day for those over 55,
compared to 3.3 hours a day for consumers overall) and tablets (both
those making $100K+ and those over 55 report an average of 2.2
hours per day on tablets).
Smartphone
Tablet
Basic cell phone
Feature phone
Smartphone (N = 470)
Tablet (N = 341)
100%
73%
5%
4%
3.3 hrs 3.1 hrs
Data source: Survey responses
Data source: Survey responses
13. 13exacttarget.com 132014 Mobile Behavior Report
Activities on Devices
Email (91% check email on their
smartphones at least once a day) and
text messaging (90% text at least once
a day) are the most often performed
activities on smartphones, while email
(69%) and searching for info online
(70%) are the most common activities
on tablets. Tablets are used more
frequently than smartphones for passive
activities, such as watching videos
or movies (40%) and reading (57%).
Cross-device usage is prevalent, with
two-thirds of consumers saying that
they use their mobile device while
watching TV at least once a day,
and 41% of tablet owners reporting
they use their smartphone and tablet
simultaneously at least once a day. This
chart shows the activities consumers
say they perform on each device;
check out the chart Properties Visited
to see the tracking data for which
device users chose to access popular
content properties.
Male consumers use smartphones at a
significantly higher frequency for getting
news alerts than female consumers
(72% vs. 54%); when comparing daily
usage of their smartphones, younger
consumers aged 18-34 will listen to
music 19% more often when compared
to total consumers (65% vs. 46%) and
nearly 50% more than consumers
aged 55+.
Smartphone (N = 470)
Activities Performed at Least Once Each Day: Smartphone vs. Tablet
Tablet (N = 341)
91%Accessing email
69%
Text messaging
Searching on the internet
Social networking
Watching videos or movies
While watching TV
Getting news alerts
Playing games
Listening to music
Reading
Getting directions
Using tablet while
using smartphone
90%
23%
76%
70%
75%
64%
30%
40%
70%
65%
62%
52%
57%
58%
46%
36%
43%
57%
24%
14%
41%
Data source: Survey responses
14. 14 exacttarget.com14 2014 Mobile Behavior Report
Allowed location sharing when
using an app
Signed up for email notifications from a
business, website, or mobile app
Allowed push notifications (also called
app alerts) on smartphone or tablet
Downloaded a business-specific app
(i.e., not a gaming or utility app)
Signed up for text message notifications
from a business, website, or mobile app
Liked or followed a brand on social
media using a mobile device
Scanned a coupon or QR code with a
mobile device while shopping in-store
53%
79%
48%
70%
50%
70%
49%
65%
48%
56%
40%
58%
34%
46%
Activities of Multi-Device Users
As might be expected, people who
own both a tablet and a smartphone
vs. those who own only a smartphone
perform a greater variety of activities on
their mobile devices. They also place
more significance on access to content
and a seamless experience between
devices (see the section “Importance of
Mobile Brand Factors”).
In short, these power users do more
with their devices and have higher
expectations for brands to meet. This
chart lists various mobile activities, then
the percentage of those who report
doing that activity on a mobile device in
the past six months, based on whether
they own only a smartphone or both a
smartphone and a tablet.
Comparing Activities of Smartphone Owners vs. Smartphone and Tablet Owners
Downloaded a game or utility app
80%
60%
Data source: Survey responses
Smartphone owners (N = 129)
Smartphone and tablet owners (N = 341)
15. 15exacttarget.com 152014 Mobile Behavior Report
20%
15%
10%
5%
25%
Mobile Usage by Device Type
When comparing tablet and smartphone visitation of ten top online
properties (see the chart on page 16 for the full listing of properties),
we noted that smartphones are used more between 8 a.m. and
6 p.m., while tablet usage increases slightly after 6 p.m.
When considering overall weekly usage, we saw minimal differences
when comparing day-to-day smartphone vs. tablet usage. This chart
is based on tracking data for the ten properties measured based on
average usage hours throughout the day, and then weekly usage data.
20%
Tracking Data: Average Mobile Usage by Hours in the Day and Days in the Week, Smartphone vs. Tablet
12 AM - 4 AM 4 AM - 8 AM 8 AM - 12 PM 12 PM - 3 PM 3 PM - 6 PM 6 PM - 9 PM 9 PM - 12 AM
15%
10%
5%
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
25%
Data source: ZQ tracking data
Smartphone (N = 265)
Tablet (N = 205)
16. 16 exacttarget.com16 2014 Mobile Behavior Report
Properties Visited by Smartphone or Tablet
Consumers have preferences about which device they use to
access a certain online property; for example, consumers use
tablets much more often to access Twitter (76% of Twitter visits
occurred on tablets), YouTube (73% of YouTube visits occurred
on tablets), Amazon (69% of Amazon visits occurred on tablets),
CNN, and Facebook (both CNN and Facebook were accessed on
tablets 67% of the time). The only three properties that our tracked
consumers accessed more on smartphones were Pinterest (83% of
visits occurred on smartphones), weather (82% of visits occurred on
smartphones), and Yahoo (55% of visits occurred on smartphones).
Tracking Data: Ten Popular Online Properties Visited, Smartphone vs. Tablet
Smartphone
Tablet
Twitter
(N = 2,102)
YouTube
(N = 1,452)
Amazon
(N = 711)
CNN
(N = 206)
Facebook
(N = 5,871)
Search
(N = 411)
Groupon
(N = 425)
Instagram
(N = 832)
Yahoo!
(N = 1,438)
Weather
(N = 2,021)
Pinterest
(N = 701)
24%
76%
27%
73%
31%
69%
33%
67%
33%
67%
42%
58%
47%
53%
47%
53%
55%
45%
82%
18%
83%
17%
Data source: ZQ tracking data
17. 17exacttarget.com 172014 Mobile Behavior Report
Experiencing the Mobile Brand:
Opting into (or out of) Communications
Consumers acknowledged the value and usefulness of several types of communication from brands,
but they also acknowledged their hesitancy to reveal too much, to avoid excessive disruption and
intrusion. Take a look at how consumers perceive branded messages on mobile devices.
Importance of Mobile Brand Factors
By far, access to content “any way I want” is consumers’ most
important criteria when rating mobile brand experiences. In fact,
91% of consumers say access to content any way they want is
important to them. Eighty-three percent of consumers also say a
seamless experience across all their devices is important to them—
and this number increases when considering just those who own
both a smartphone or a tablet (87% of consumers who rated this
factor as important owned both devices).
Even though it was rated as lower than the other two factors, more
than two-thirds (68%) of consumers also said that it’s important for
mobile brands to be a technology leader, as shown in the chart on
the following page, How Consumers Rate the Importance of Mobile
Brand Factors.
Genderdifferencesemergeinwhatconsumersseekinamobilebrand.
Females are significantly more likely than their male counterparts to
place a higher importance on access to content any way they want it
(93% of females said this was somewhat or very important, compared
to 87% of males and 91% of total respondents). Meanwhile, males
place a significantly higher value on the company being a technology
leader (76% of males felt this was somewhat or very important,
compared to 62% of females and 68% of consumers overall).
Consumers aged 55 and over are significantly less likely to feel a
company needs to be a technology leader, compared to younger
consumers: 50% of those 55+ felt this was somewhat or very
important, vs. 71% of those 45-54; 69% of those 35-44; 70% of
those 25-34; 76% of those 18-24; and 68% of consumers overall.
91%
of consumers say access to content
any way they want is important.
18. 18 exacttarget.com18 2014 Mobile Behavior Report
2%2%
How Consumers Rate the Importance of Mobile Brand Factors (N = 470)
Very important
Somewhat important
Neutral
Somewhat unimportant
Very unimportant
Access to content any way that I want it Seamless experience across all my devices Is a technology leader
59%
31%
8%
91%
1%
48%
36%
13%
83%
2%
33%
35%
27%
68%
3%
Data source: Survey responses. Total percentages may not equal 100% due to rounding.
19. 19exacttarget.com 192014 Mobile Behavior Report
57%
33%
43%
38%
Want quick access
to information
Emails from Brands
Sixty-four percent of consumers reported that they were subscribed
to brand email notifications (or, simply, emails from brands). Ninety-
five percent of those who subscribe to them rated these emails as
somewhat or very useful, a higher usefulness rating than scores of
location sharing (73% rated as useful) and push notifications (80%
rated as useful).
The chart below shows why consumers do and don’t subscribe to
emails from brands, with the biggest rationale being coupons and
deals, and the biggest detractor being the disruption. About four in ten
consumershaven’tsignedupforemailsfrombrandsbecausetheyfind
the notifications disruptive.
Reasons Consumers Subscribe to Emails from Brands
(N = 302)
Reasons Consumers Choose Not to Subscribe to Emails
from Brands (N = 168)
For the coupons/deals 80%
Don’t want to visit business/
website/app for information
Meaningful content
Like being in the loop
Don’t need quick
access to information
Find disruptive 43%
36%
32%
Opt-In Channel Usage Usefulness
Location sharing 71% 73%
Emails from brands 64% 95%
Push notifications 64% 80%
17%Decreases battery life
Emails don’t provide more
meaningful content
Data source: Survey responses
20. 20 exacttarget.com20 2014 Mobile Behavior Report
From Email to Purchase
Emails from brands are effective in converting to sales, especially
when the email offers a deal. Eighty-four percent of consumers that
have signed up for emails from a brand over the past six months
report making a purchase based on what they received.
While computer and offline purchases are still the main channels
for conversion from an email (64% say they purchased with
a computer, while 56% purchased offline), almost half report
making a purchase through a mobile device (46%). Of that
46%, males (54%) were significantly more likely to make an
online purchase through a mobile device compared to their
female counterparts, while women were significantly more
likely than males to make an online purchase through a computer
(69% of females did this, vs. 58% of males).
Additionally, those who owned both a tablet and smartphone were
significantly more likely to make a purchase through a computer
(70% of those who owned both made a purchase from an email
through a computer, vs. 42% of smartphone-only owners), as well
as more likely to make a purchase from an email through a mobile
device (50% of smartphone and tablet owners did this, vs. 32% of
those who owned a smartphone only).
Email served as a reminder
that the item was needed
Purchase from a Brand’s Email (N = 302) Top Reasons for Purchasing from an Email (N = 253)
Deals offered 73%
14%
Advertisement or messaging
increased interest
10%
Other Actions Taken
Clicked on link 84%
Searched for more information 69%
Forwarded email 57%
Shared/discussed through social network 34%
Purchase Method
Made online purchase 64%
Made offline purchase 56%
Made online purchase (mobile device) 46%
84% Made purchase
16% Did not make purchase
Data source: Survey responses
21. 21exacttarget.com 212014 Mobile Behavior Report
Location Sharing
Consumers are divided in their feelings about location sharing. On
one side of the debate, some people are reluctant to share their
location information with brands; 63% of consumers who don’t use
this feature simply don’t want to share their location. An additional
35% say they don’t want to participate because it decreases
battery life.
On the other hand, 76% of those who actually use location-sharing
say it helps them receive more meaningful content, and 73% rate this
feature as useful, as shown below.
Reasons Consumers Opt In to Location Sharing
(N = 336)
Reasons Consumers Don’t Opt In to Location Sharing
(N = 134)
Provides more
meaningful content
76%
31%Want quick access to info Decreases battery life
Don’t need quick access
to information
Doesn’t provide more
meaningful content
Prefer not to share location
20%
27%
Opt-In Channel Usage Usefulness
Location sharing 71% 73%
Push notifications 64% 80%
Emails from brands 64% 95%
63%
35%
Data source: Survey responses
22. 22 exacttarget.com22 2014 Mobile Behavior Report
Push Notifications
Push notifications (also called push messages, in-app messages,
or in-app alerts) are messages that brands can send to consumers
once they’ve downloaded their mobile app. These messages can
take the form of alerts, reminders to resume shopping if a cart is
abandoned, deals or offers (including location-based), and more.
The top reason that consumers opt into push notifications is for
coupons and deals (52%), which is the primary reason that consumers
opt into other messaging types, as well. But the coupon rationale
is cited less for push notifications than it is for other messaging
types (including text messages—77% say it’s for the coupons, and
emails—80% use these for the deals).
Push messages are often personally tailored to that user, providing
individualized alerts about banking, flight, purchase, and other
information. For that reason, 46% of consumers say they use
push because they like receiving personalized alerts, suggesting
a valuable opportunity for brands looking to provide more value
through their mobile messaging.
In addition to push notifications’ ability to serve highly personalized
alerts, push messages are also effective in engaging consumers
immediately. Only 8% wait or ignore the notification before checking
it, as shown in the following chart.
Consumer Action When Receiving
a Push Notification (N = 302)
65% Check and open if interested
16% Check and immediately open
10% Scan or read notification only
6% Wait before checking notification
2% Ignore the notification
Data source: Survey responses
23. 23exacttarget.com 232014 Mobile Behavior Report
Business-Specific Apps
For the purposes of this report, we distinguished a business-specific
app as an app that isn’t a gaming or utility app (utility apps including
apps like Find My iPhone, Wi-Fi locator, and so on). Six in ten
consumers have downloaded a business-specific app in the past six
months, and of those who have, 65% say it’s a more convenient way
to access information.
As depicted in the chart below, other consumers feel they don’t need
quick access to info (46%); don’t want to pay for an app (45%); don’t
believe it provides more meaningful content (25%); or feel that the
app doesn’t provide more conveniently accessed information (24%).
Of those who do use business-specific apps, 92% say they’re useful.
More meaningful content
Reasons Consumers Download
Business-Specific Apps (N = 283)
Reasons Consumers Don’t Download
Business-Specific Apps (N = 187)
More convenient
access to information 65%
51%
Like having brand on
device
Quick access
to information
41%
40%
Don’t want to pay for app
App doesn’t provide more
convenient access to info
App doesn’t provide more
meaningful content
Don’t need quick
access to info
46%
24%
45%
25%
Opt-In Channel Usage Usefulness
Push notifications 64% 80%
Business-specific app 60% 92%
Text messages 54% 91%
Data source: Survey responses
24. 24 exacttarget.com24 2014 Mobile Behavior Report
Text Messages
Consumers have been slow to opt in to text messages (also known
as SMS) from brands, with just over half of the consumers surveyed
indicating that they signed up for a brand’s texts in the past six
months. Although usage is low, consumers who opted in said they
benefited from the technology, as evidenced by the 91% of users
who rated it useful.
Coupons and deals are primary reasons to opt in, but personal alerts
and being in the loop also factor highly. Similar to push notifications,
consumers are warming up to the idea of immediate, personalized
messages through SMS. Females are particularly more likely to use
text messages to receive coupons or deals (83% of females vs. 68% of
male consumers).
Like being in the loop
Reasons Consumers Opt In to
Brands’ Text Messages (N = 252)
For the coupons or deals 77%
50%
More meaningful content
Personal alerts
48%
33%
Doesn’t provide more
meaningful content
Decreases battery life
Don’t need quick
access to information
Find disruptive 52%
18%
41%
28%
Opt-In Channel Usage Usefulness
Business-specific app 60% 92%
Text messages 54% 91%
Liked or followed a brand on social media 53% N/A
Don’t want to visit business/
website/app for information
Quick access to information
31%
29%
Reasons Consumers Don’t Opt In to
Brands’ Text Messages (N = 218)
Data source: Survey responses
25. 25exacttarget.com 252014 Mobile Behavior Report
Social Media on Mobile Devices
Using smartphones and tablets to peruse social networking sites
is common; 75% of consumers do this at least once a day on
their phones, and 64% of tablet owners use a tablet to access
social media at least once a day. While social media is a common
destination for the majority of mobile users, liking and following
brands on social media using mobile devices isn’t as common. Fifty-
three percent of consumers say they’ve liked or followed a brand
using a mobile device in the past six months, as shown in the chart
below. Females are significantly more likely to like or follow a brand
on social media to receive coupons or deals (71% do so, compared
to 63% of consumers overall); males are significantly more like to
want quick access to information (67% like or follow for this reason,
compared to 58% of consumers overall).
Finding meaningful content on branded social media properties can
be a struggle, 46% say. Thirty-six percent say they don’t need quick
access to info, and 32% say they don’t need to be in the loop. Brands
need to clearly express the value of liking and following their social
media properties, and deliver on that promise.
Like being in the loop
Reasons Consumers Like or Follow Brands on Social
Media Using a Mobile Device (N = 248)
Reasons Consumers Don’t Like or Follow Brands on
Social Media Using a Mobile Device (N = 222)
Offered coupons or deals
if liked/followed
63%
58%
More meaningful content
Quick access
to information
52%
38%
Don’t need quick
access to information
Haven’t been offered
coupons or deals on
social media
Don’t need to be
in the loop
Doesn’t provide more
meaningful content
46%
25%
36%
32%
Opt-In Channel Usage Usefulness
Text messages 54% 91%
Liked or followed a brand on social media 53% N/A
Scanned a coupon or QR code 43% 90%
Data source: Survey responses
26. 26 exacttarget.com26 2014 Mobile Behavior Report
Scanned Coupons and QR Codes
We grouped scanned coupons and QR codes together when asking
consumers about their adoption of them. These items were the least
popular among consumers, with only 43% saying they’ve utilized
these in the past six months. However, of those who have used them,
90% said they were somewhat or very useful.
Males are significantly more likely than females to scan a coupon or
QR code to get quick access to information (56% of males do this,
vs. 39% of females).
Usefulness is only worthwhile insofar as people actually know how
to use these digital coupons and codes. Twenty-eight percent said
they either didn’t know how to use a scanned coupon or QR code
or didn’t have the correct app, while 41% said they don’t find the
additional information helpful, as shown below in the chart.
Consumers are still deciding how much mobile shelf space they
want brands to occupy. In some cases (like scanned coupons
or QR codes), people may not know how to activate these mobile
relationships. Brands must overtly explain how to opt in, the
frequency of communications, and above all, why opting in will be
of service.
See if it’s better to buy
elsewhere
Reasons Consumers Used Scanned Coupons or QR
Codes (N = 202)
Reasons Consumers Didn’t Use Scanned Coupons or QR
Codes (N = 268)
Coupons or deals 69%
48%
Quick access
to information
Additional helpful
information
44%
16%
Don’t need quick
access to information
Don’t know how or
don’t have app
Don’t find additional
information helpful
41%
34%
28%
Opt-In Channel Usage Usefulness
Text messages 54% 91%
Liked or followed a brand on social media 53% N/A
Scanned a coupon or QR code 43% 90%
Data source: ZQ tracking data
27. 27exacttarget.com 272014 Mobile Behavior Report
Mobile-Optimized Website Factors
A mobile-optimized website is a make-or-break opportunity for brands. Mobile-optimized websites
make it easier for consumers to access content on smaller screens, decreasing the need to zoom in to
read text and making it easier to find and tap relevant information.
The Mobile Not-Always-
Optimized Web
While 54% of consumers agree that it’s
easier to find information on mobile-
optimized websites, 54% are also
dissatisfied, saying mobile-optimized
websites don’t provide enough
information. Mobile-optimized sites
may be more user-friendly (67% also say
they run more quickly), but they aren’t
meeting users’ demands for how much
content is actually stored on a mobile
site. The chart Consumer Opinions on
Mobile-Optimized Websites shows
consumers’ thoughts about their
experiences on the mobile web.
Consumer Opinions on Mobile-Optimized Websites
(N = 470)
Easier to find information on
mobile-optimized sites
Mobile-optimized sites
run faster
54%
Spend more time on mobile-
optimized sites
Mobile-optimized sites don’t
give enough information
54%
48%
More likely to purchase on
mobile-optimized site
Typically don’t know/realize if
site is mobile-optimized
37%
31%
If not mobile-optimized,
leave for another site
27%
Mobile-optimized sites are
more secure
25%
67%
Data source: Survey responses
28. 28 exacttarget.com28 2014 Mobile Behavior Report
Tracking Mobile Traffic
Although both mediums allow people to
consume content on a smartphone or
tablet, many people prefer a mobile app
in practice, as shown in this chart. For
these ten properties, people preferred
the app in all instances except Amazon
and Twitter.
Weather,Instagram,Pinterest,Facebook,
and Groupon visitors showed especially
high propensity to turn to the app
instead of the mobile website for on-the-
go content. YouTube, Yahoo, and CNN
have just under half of their visitation
on mobile websites, with about six
in ten sessions happening through a
mobile app.
In the next four graphs, we compare
daily averages of when consumers
access mobile app vs. mobile versions
of these ten online properties.
Tracking Visits to Ten Popular Online Properties through Mobile Web vs. App
Visitation on Mobile App vs. Mobile Web
People access mobile apps and the mobile web (i.e., the internet browser within a mobile phone,
like Safari on iOS) differently.
App
Weather
(N = 3,947)
Instagram
(N = 1,874)
Pinterest
(N = 1,094)
Facebook
(N = 10,637)
Groupon
(N = 651)
YouTube
(N = 2,178)
Yahoo!
(N = 2,269)
CNN
(N = 316)
Amazon
(N = 1,156)
Twitter
(N = 2,901)
2%
98%
3%
97%
5%
95%
12%
88%
14%
86%
40%
60%
40%
60%
45%
55%
66%
34%
74%
26%
Mobile Web
Data source: ZQ tracking data
29. 29exacttarget.com 292014 Mobile Behavior Report
12 AM - 4 AM 4 AM - 8 AM 8 AM - 12 PM 12 PM - 3 PM 3 PM - 6 PM 6 PM - 9 PM 9 PM - 12 AM
This graph depicts daily averages of when consumers access these
five shopping and informational sites on the mobile web, based on
tracking data. As might be expected, every mobile website sees an
increase in traffic from 8 a.m. to 12 p.m.
40%
Daily Patterns: Mobile Web—Shopping and Informational Sites
30%
20%
10%
Amazon (N = 760)
CNN (N = 143)
Groupon (N = 93)
Weather (N = 93)
Yahoo! (N = 908)
50%
Data source: ZQ tracking data
30. 30 exacttarget.com30 2014 Mobile Behavior Report
12 AM - 4 AM 4 AM - 8 AM 8 AM - 12 PM 12 PM - 3 PM 3 PM - 6 PM 6 PM - 9 PM 9 PM - 12 AM
Shown here are daily averages of when consumers access these
five shopping and informational sites on their corresponding mobile
apps, based on tracking data. Tracking data for mobile apps shows
a surge in the morning similar to what’s seen on the mobile web
(see preceding chart), with steady use resuming throughout the
afternoon and evening. Note an especially high morning surge for
Groupon’s mobile app.
40%
Daily Patterns: Mobile App—Shopping and Informational Sites
30%
20%
10%
Amazon (N = 396)
CNN (N = 173)
Groupon (N = 558)
Weather (N = 3,854)
Yahoo! (N = 1,361)
50%
Data source: ZQ tracking data
31. 31exacttarget.com 312014 Mobile Behavior Report
12 AM - 4 AM 4 AM - 8 AM 8 AM - 12 PM 12 PM - 3 PM 3 PM - 6 PM 6 PM - 9 PM 9 PM - 12 AM
We tracked consumer visits to these five social media sites on the
mobile web; this chart depicts daily visitation averages. Instagram,
Twitter, and YouTube experience peak usage levels in the morning
(8 a.m. to 12 p.m.) with secondary peaks at night (9 p.m. to 12 a.m.).
Pinterest shows especially high evening and night usage and
especially low morning usage. Facebook traffic is most consistent
throughout the day.
20%
Daily Patterns: Mobile Web—Social Media
15%
10%
5%
Facebook (N = 1,244)
Instagram (N = 54)
Pinterest (N = 50)
Twitter (N = 2,139)
YouTube (N = 866)
25%
30%
Data source: ZQ tracking data
32. 32 exacttarget.com32 2014 Mobile Behavior Report
12 AM - 4 AM 4 AM - 8 AM 8 AM - 12 PM 12 PM - 3 PM 3 PM - 6 PM 6 PM - 9 PM 9 PM - 12 AM
This chart shows tracked app usage for these five social media apps;
compare to the chart on the preceding page for a comparison of
mobile app vs. mobile web. When it comes to visiting social media
sites on proprietary mobile apps, the Twitter app maintains the most
steady levels of usage throughout the day.
Whether your traffic is steady like Facebook or peaks at consumers’
preferred time for relaxation like Pinterest, consumers may shift their
clicks and traffic time between mobile app and mobile web. Mobile
apps can be a significant monetary and time investment, but your
app’s presence on a consumer’s mobile shelf space proves a high
degree of commitment to your mobile content and services, and may
provide an additional touchpoint of communications if users agree to
opt into push messaging.
40%
Daily Patterns: Mobile App—Social Media
30%
20%
10%
Facebook (N = 9,393)
Instagram (N = 1,820)
Pinterest (N = 1,044)
Twitter (N = 762)
YouTube (N = 1,312)
50%
Data source: ZQ tracking data
33. 33exacttarget.com 332014 Mobile Behavior Report
Recommendations
All charts and opinions considered, if you’re a marketer looking to build a more powerful mobile
strategy, there’s no better place to start than current consumer data. These recommendations can
help you apply the findings we discovered in the 2014 Mobile Behavior Report.
• Cater to a cross-media lifestyle. Of tablet owners, 65% reported
using their tablet at the same time as watching TV at least
once a day, and 41% said they use their smartphone and tablet
simultaneously at least once a day. To win the consumer’s mobile
time, brands need to deliver an integrated, omni-channel experience.
• Optimize for specific needs and viewing environments—
mobile web is accessed differently than mobile app, phones are
used differently than tablets, and social media has a different
pattern than weather. For example, the Twitter mobile app
maintains a relatively steady level of traffic all day, while the
Facebook, Instagram, and Pinterest apps peak in the evening.
These differences are distinct and shouldn’t be overlooked
when developing a social publishing strategy.
• The smartphone is the mobile device, and 85% of consumers
consider it a central part of their lives. Meanwhile, 54% of
consumers also say that sites optimized for that central device
don’t provide enough content. If your site isn’t mobile-optimized,
then you now know what your most important mobile project is
for 2014.
• Don’t confine mobile to just the related devices. Focus on
what mobility really looks like—a scanned coupon or QR
code, a location-based push message, or a cross-channel
offer. Customers are looking for brands who lead the way, as
evidenced by the 68% of consumers who say it’s somewhat
or very important that brands they interact with are seen as
technology leaders.
• The tablet is less of a mobile device and more of an at-home
relaxation device. Think about what an ideal tablet experience
could look like for your brand. For example, consumers enjoy
reading and watching videos on tablets; can you write a series
of helpful e-books or create more videos to engage them on this
device? Develop a content strategy for tablet users, not just a
communication plan.
33exacttarget.com 332014 Mobile Behavior Report
34. 34 exacttarget.com34 2014 Mobile Behavior Report
• The top activities that people perform on their mobile devices
haven’t changed—it’s still email and texting, like you might
expect. Remember that these activities are the foundation
of all mobile efforts.
• When it comes to what they can do on their mobile devices,
consumers are inundated with options: games, social media,
flipping through photos, answering emails, and infinitely more
choices. To break through the mobile noise, think about how
your brand can better sell and demonstrate the value of different
mobile channels and types of engagement to these people who
are already inundated with alternatives.
• Help consumers understand how to engage with you on newer
mobile channels. Twenty-eight percent of surveyed consumers
said they didn’t know how to scan a QR code or print-to-
smartphone coupon, or they didn’t have the app to do so.
Consumers might need assistance setting up newer mobile
technologies, so you need to provide that guidance.
• The brand with the easiest-to-access content wins. Eighty-three
percent of consumers said that a seamless experience across
all their devices is somewhat or very important; they want the
content they want where and when they want it. Deliver it and
you’ll be the clear leader.
• Push messages are opened immediately (only 8% ignore them);
use this immediacy wisely, but don’t abuse it.
• Delivering customized messages at only appropriate times is
critical for brands looking to build customer relationships within
the SMS channel. Fifty-two percent of those who don’t receive
text messages from companies said they found it disruptive,
and 41% felt that texts don’t provide more meaningful content.
Consumers aged 45-54 were significantly more likely to feel text
messages didn’t provide meaningful content than all other age
brackets (62% agreed with this sentiment). You’ll need to prove
the necessity of subscribing to your SMS program, but once you
do it, you have a quick and simple inroad to consumer attention.
34 exacttarget.com34 2014 Mobile Behavior Report
Conclusion
The smartphone and tablet are connecting hubs
for critical facets of everyday life: relationships,
work communications, on-the-go shopping,
searches for information, and management of the
latest happenings and news, on both a personal
and global level. Unlike any other device before
it, the smartphone travels everywhere with its
owner—from bedside table to workplace to
errands and home again.
When communicating on terms that the consumer
on the other side finds useful and relevant, brands
can efficiently capitalize on the immediacy and
convenience of the mobile channel.
34 exacttarget.com34 2014 Mobile Behavior Report
35. 35exacttarget.com 352014 Mobile Behavior Report
Appendix
This research tracked and surveyed 470 consumers. Here, you’ll find additional detail on the
people studied.
Note: Some survey respondents may have owned both smartphones and tablets and responded to survey questions about both devices, but not tracked on their tablets
(205 tablet owners were tracked); all smartphone users were tracked, as well as surveyed (470 smartphones were tracked).
Smartphone
Smartphone
and Tablet
Total 265 205
Gender
Male 40% 49%
Female 60% 50%
Age
18-24 7% 15%
25-34 35% 34%
35-44 21% 23%
45-54 23% 17%
55+ 13% 11%
Smartphone
Smartphone
and Tablet
Total 265 205
Income
$24,999 or less 12% 14%
$24,999 - $49,999 23% 25%
$50,000 - $74,999 28% 23%
$75,000 - $99,999 12% 17%
$100,000 or more 22% 17%
Prefer not to say 3% 3%
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