Friday, March 26, 2010
Thursday, March 25, 2010
Wednesday, November 4, 2009
Survey shows 42% of 18-34 Year-Old Cell Phone Owners Want to Receive Text Message Advertisements
Exclusive Harris Interactive Survey October 14, 2009
Today we announced our study with Harris Interactive on Americans and location-based shopping.
The survey, which was conducted online from July 20 to July 22, 2009 among 2,029 adults ages 18 and older, measured consumer sentiment towards using mobile devices as it relates to shopping, sales promotions and impulse purchases.
Some of our key findings included:
Consumers are interested in receiving alerts on their mobile phones from brands that they care about, provided they can opt-in and the messages are relevant. The responses indicate that 42% of 18 to 34 year olds and 33% of 35 to 44 year olds expressed some interest in receiving opt-in alerts on their cell phones from their favorite establishments.
9-in-10 U.S. adults have made an impulse purchase when they were out shopping in a store based on a sale or special going on around where they were. There is an opportunity to influence impulse purchases using a mobile phone: nearly a quarter of adults owning cell phones (22%) make this type of impulse purchase at least once per week or more often. Among women with cell phones ages 18 to 44, 27% report making at least one impulse purchase a week; among men 18 - 34, this number rises to 31%.
About 2-in-5 of these adults would like to receive alerts about sales for:
-Movie/event tickets (43%)
-Weather information (39%)
-Clearance or liquidation sales (37%)
About another 3-in-10 of these adults would want to be alerted about:
-Pizza (31%)
-Clothes (30%)
-Fast food (27%)
About one quarter would want to be notified about:
-Electronics (25%)
-Music (24%)
-Happy hour specials or bar and night club offers (21%)
Monday, September 28, 2009
Working Moms are a Prime Target for Mobile Marketing
Study by: Scarborough Research (www.scarborough.com)
Working Moms* are among the country’s highest spenders on cellular phone services, spending 21% more than the average cellular user on their wireless bills monthly. The average cellular bill for Working Moms is $94, versus $78 for all cell phone users. Further, they avidly use their mobile phone to download content. Working Moms are 42% more likely than the average cellular user to download content to their phone. These are just some of the findings in a complimentary report from Scarborough profiling the Working Mother, available for download at www.scarborough.com/freestudies.php. The data analysis examined the distinctive consumer patterns and marketing appeal of women who work full‐time and have one or more children at home, and the free study includes information on their shopping habits, media patterns, demographics and lifestyles.
“The Working Mother is the gatekeeper for purchases related to clothing, feeding and making a home for her family. Her high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions,” said Howard Goldberg, senior vice president of agency services, Scarborough Research.
Marketers of cellular products have a particularly important consumer target in the Working Mom. Not only is this group sizable ‐ accounting for nine percent of the U.S. adult population (21.6 million adults) and 11% of all cellular users – but they also are more likely to utilize certain cellular features such as texting and downloading. Further, Working Moms are 14% more likely than other cellular users to plan to switch wireless carriers during the next year, which suggests that providers need to further establish brand loyalty within this group.
In terms of what contributes to their cellular usage, time spent in the car may be a factor. Working Moms are nine percent more likely than the average adult to have driven 1,000 or more miles during the past month.
The complimentary study from Scarborough Research, “Shopping Insights on Today’s Working Mom,” is available for download at www.scarborough.com/freestudies.php, and it covers select shopping, media and lifestyle information from Scarborough.
* Working Moms are women who are employed full time and have one or more children in the household.
Visit www.enowit.com today and get started with your own mobile campaign.
Print Publishers Readying Themselves For Mobile
Posted by Justin on Sep 25, 2009 in Mobile Marketing Watch
It’s been a long time coming, but print publishers are finally embracing new mobile technology and devices and preparing themselves for the quickly growing digital market. New surveys published recently indicate that print publishers are focusing on the mobile channel as a prime opportunity to expand their brands, reach new mobile audiences and generate much needed additional revenue.
ABC and its digital subsidiary, ABC Interactive, noting an increase in publisher inquiries about auditing and reporting requirements for e-readers and smartphones, as well as membership growth from firms targeting digital publishing markets, conducted a survey entitled “Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market.” The survey revealed that many print publishers, together with advertisers, are making huge strides to begin utilizing the mobile distribution channel.
Of the respondents, more than half believe the future business model of mobile content will be supported by both advertising and subscriptions, while nearly 70% agree that mobile is receiving more attention at their publication this year than last. Only a third, however, believe their publication already has a well-developed plan for attacking and conquering the mobile market.
Publishers have already noticed a steady increase in mobile traffic to their Website, and 56% of “senior executive respondents” said their publication has already, or will be developing an application for a smartphone within the next 24 months. Regardless, print publishers will need to embrace every aspect of mobile, well beyond simply aggregating the same content through an iPhone app.
“Although the mobile market is in its early stages, it offers tremendous opportunities for marketers to reach and interact with audiences,” said Edward Montes, executive vice president and managing director of Havas Digital North America. “With text and multimedia messaging, branded mobile apps, content sponsorships, display advertising, paid search, and location-based targeting, the platform becomes an integral component of the overall marketing strategy. It has enormous potential for clients, in my view, so it’s great to see newspapers and magazines embracing digital publishing.”
Among the conclusions of the survey, ABC interactive found that…
- It’s early, but there are positive signs. The mobile market is definitely receiving more attention than ever before. For some respondents, planning is still in the beginning stages and publishers are wading through the information and technology, trying to decide on the right strategy. For other newspapers and magazines, many mobile initiatives are well under way, supported by advertising and sponsorships.
- Mobile will drive Web traffic. Most respondents believe that mobile will be responsible for a five to 50 percent increase in Web site traffic in the next three years.
- Publishers are betting on both smartphones and e-readers and are actively exploring the vitality of both as a new distribution channel. Both devices are in the early-adoption phase but are quickly gaining momentum with large daily newspapers and leading consumer magazines.
- Early business models will be based on a combination of advertising and subscriptions. Publishers agree that the mobile market will be both ad- and subscription-supported and many anticipate that mobile will contribute to the bottom line in just three years. Publishers believe there are many opportunities for paid mobile advertising, including sponsorship, search, video, and banner ads.
- Advertiser demand for accountability will grow as ad spend grows. Respondents agree that independent third-party auditing would increase mobile’s credibility and is likely to be demanded by advertisers as ad spending increases in this area. Data should be reported on ABC statements.
Whether ready or not, those in the print publishing industry will need to solidify a solid mobile game plan to stay competitive against those who have embraced mobile since the beginning. It should be interesting to see how it all plays out.
Visit www.enowit.com to start your mobile marketing gameplan today.
Visit www.enowit.com to start your mobile marketing gameplan today.
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