Our new research is out! This is an updated
version on what we did with the guys at Behavior & Attitudes.
We've done an info graphic for the highlights and you can
download the PDF (link below) if you want to drill down into the
graphs.
Here's what we make of it all:
There are 750,000 smartphones out there: Every
time we do research we get back lower than expected smartphone
figures. However, although I think that these stats feel on the low
side at least it's a reliable starting point for now. Expect this
figure to rise again after Christmas especially with the old
iPHONE 3Gs having plumetted in price and newer cheaper Androids
coming on stream all the time. For the record, we define
smartphones as 'capable of running 3rd party apps' but
we think there's plenty of people who have a decent phone capabale
of running apps but consider it 'not the iPHONE' so tend to
balk at that question. Looking to America, by comparison, a recent
Nielsen info-graphic stated that 38% of all adults own a
smartphone. The stat from our survey is running at 22% of all
adults (population of i.e. the 3,500,000 people who are aged 16 and
over). In terms of platforms we're still seeing iOS and iPHONE as
the most dominant platform in terms of discovery and re-open rates
but Android is catching up fast despite fragmentation issues.
People are searching on their mobiles: No
surprises here! We're starting to see PC behaviors
and 'advertising's digital shadow' happen on the mobile web now.
Auto Trader revealed this month at a Brand Republic conference that
their mobile web traffic jumped 90% of TV and 48% on radio.
Paid for search is converting faster and cheaper than PC search too
especially on those highly motivated tablet users. And yes PC
people, an iPAD is 'mobile'! Mobile traffic is coming in at roughly
30% of digital traffic for those brands that have a decent mobile
web presence.
600,000 people have received a promotion to their
mobiles: Despite the rise of deal apps and some of the
successes we're having with push notifications and email
convergence most of this we're assuming is from SMS. Of course SMS
is very unsexy but it still cuts through like no other and out
performs QR codes every time for DR. If you build a decent
loyalty programme, we find, people are happy to stay on board for
SMS offers and of course you can link SMS to a mobile website.
Nielsen USA report that '27% of all Americans looked up
coupons to an ad they saw on a smartphone or tablet'.
1 million people want location based
advertising: We were very surprised at this one
considering if you asked that question 2 years ago most people
would say that they don't want to be targeted with GPS etc.
That's changed now, largely down to apps having educated consumers.
'Location', was always pitched as ' I walk past Starbucks and get
an SMS out of the blue'. This is very different to the app
experience that asks you politely for your location and then serves
you a nice location themed experience. So, we think people
are just looking for a more relevant experience from brands. Brands
are playing catch up here and not just via search mobile web and
apps. We also think there's a huge opportunity to layer utility
(find this) , experiences ( friends) and value ( incentives) over
those shelf wobblers, shopper-lites, bus shelters, posters etc etc.
A note on QR codes! duck taping a QR code onto a piece of outdoor
is no good if people a) aren't incentivized to scan or b) when they
do they end at a dead end on Facebook or a PC formatted website
that hasn't been optimized for mobile.
That's the highlights for us! Mobile is ramping fast; get mobile
on the plan for 2012! Donald@Return2Sender.ie
15th November 2011
If you want to download to drill down into the research and
graphs etc. click
here: