mobile users

What Would Prompt Mobile Users to Share Their Personal Info With a Brand?

source: http://www.marketingcharts.com/wp/online/what-would-prompt-mobile-users-to-share-their-personal-info-with-a-brand-36901/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

mBloxMillwardBrown-Reasons-Mobile-Users-Would-Share-Personal-Info-Sept2013Privacy is a hot topic these days, and there have been several studies out of late examining the types of data consumers are willing to share with brands. Although a recent survey from TRUSTe found just 1 in 10 smartphone owners in the US willing to share their location information with an application, a new multi-country study [download page] from mBlox and Millward Brown finds that 43% of respondents are willing to share their location information with companies via their mobile device. What would prompt them to do so?

Asked why they would ever share their location (or other personal information) with a company using their mobile device:

  • 47% indicated they would do so to receive relevant offers or discount coupons;
  • 45% would to receive information or alerts that they have requested;
  • 36% would to resolve customer service issues;
  • 24% would to check-in or post on social networking sites; and
  • 6% would for another reason.

Slightly less than 1 in 5 said there would be no good reasons for sharing their information.

Interestingly, the survey – which was fielded among mobile users who had downloaded an app during the past 12 months – finds that 8 in 10 respondents feel that the act of downloading a company’s app to their mobile device also meant that they would be open to receiving location-based text or push notifications from the same company.

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Tuesday, September 24th, 2013 news No Comments

Restaurants Up Their Use of Social, Mobile

source: http://www.emarketer.com/Article/Restaurants-Up-Their-Use-of-Social-Mobile/1010229

Location-based marketing sees a big increase in use

Restaurants around the world are seeing the value in digital marketing, especially programs that can increase customer loyalty and help establishments get the word out among like-minded diners.

In a survey, Hospitality Technology asked US executives overseeing restaurants around the world about a variety of social and loyalty marketing tactics, and found that every single one of these tactics had seen an increase in use among restaurants between 2012 and 2013. Nearly nine out of 10 restaurants used social media outreach this year—the most common tactic by a wide margin—up from 77% in 2012.

Unsurprisingly, the greatest percentage of social-savvy restaurants used Facebook (94%) this year, followed by Twitter (77%) and Yelp (53%). Nearly half also used YouTube. foursquare, used by 42% of restaurants, seemed like it could be leveraged more widely, given its role as a way for users to broadcast their latest check-ins, most often at stores and restaurants. Pinterest saw among the biggest bumps in usage, rising from 17% in 2012 to 28% in 2013.

Among the more general marketing strategies, restaurants also increased their use of daily deals and loyalty programs. And location-based marketing made among the biggest leaps. Sixteen percent of restaurants used the tactic last year, and this year that figure rose to 27%.

Mobile is giving location-based marketing a major boost, and it has a special value for restaurants, offering opportunities to reach mobile users as they’re scouring the streets—and their locati! on-enabled apps—for their next meal.

Both mobile sites and apps saw increased usage among restaurants this year: More than half of respondents had a mobile site, and nearly one out of three had a mobile app.

Menus topped the list as the most common feature available on restaurant apps. A restaurant search feature with location-based GPS was also used by 65% of restaurants with apps—presumably mostly chain restaurants that would have locations in many different places.

Offering nutritional information, integrating with users’ social media sites and ordering food via restaurant apps were also popular mobile app features.

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Thursday, September 19th, 2013 news No Comments

drag2share: Despite The Dominance Of Apps, Top Properties Are Still Dependent On Mobile Websites

source: http://feedproxy.google.com/~r/businessinsider/~3/BjcNQsgMm0I/mobile-web-usage-is-still-important-2013-9

We know that social media usage is migrating to mobile, but how much of that usage is channeled through apps, and how much is through browsers?

Facebook reaches about 76% of the U.S. smartphone population through its popular app, according to recent data from comScore.

But an additional 10% of smartphone owners access Facebook only through the mobile Web (using a mobile browser such as Safari or Chrome).

In other words, Facebook sees a 13% gain in audience thanks to its mobile website.

Twitter is even more dependent on the mobile Web. Twenty-one percent of the U.S. audience accesses Twitter’s app, but an additional 8% access it over the mobile Web. That’s a 38% audience “lift,” taking the app-only audience as the base, for Twitter.

Pandora is 100% dependent on its app usage.

SmartphoneAppReachUS

Looking at the top smartphone properties, one interesting case is Amazon, which reaches an impressive 66.8% of U.S. smartphone users. ! However, it fails to crack comScore’s top 15 apps list, meaning its app fails to reach the thresh hold of reaching 20% of smartphone users. Amazon is clearly still dependent on the mobile Web browsers for a big chunk of its audience.

It may be true U.S. mobile users are quickly moving away from the mobile Web in favor of apps, but developers and app publishers need to keep an eye on their mobile sites too.

Click here to see a larger version of this chart

TopSmartphoneProperties


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Thursday, September 12th, 2013 news No Comments

Pandora Shows That A Media Business Can Grow Around Mobile Ads

Source: https://intelligence.businessinsider.com/welcome

Pandora reported total mobile revenue growth of 92% year-over-year, according to the company’s earnings released last week.

That puts Pandora’s mobile revenue at $116 million, almost 72% of total revenue, up significantly from a 65% share last quarter.

More than ever, Pandora is a mobile-first company, and its efforts to build a media business around mobile advertising make it a bellwether for the industry.

In the recent past, Pandora seemed to be struggling to monetize mobile effectively.

The company even saw its RPM rate, the amount of revenue it could command for a thousand advertisements, decline in recent quarters.

But this past quarter it accomplished a 180-degree performance turnaround.

Pandora’s RPM rate jumped 52% compared to the same quarter last year, and 39% compared to the prior quarter.

Pandora executives have attributed the impressive mobile numbers to app improvements and bulked-up efforts to sell locally targeted ads.

Pandora has improved its ad revenue picture enough that it now feels confident lifting its 40-hour-per-month listening cap for free mobile users, despite the increased content licensing costs that will bring.

The end of the 40-hour cap could also be seen as a preemptive defensive tactic against the expected September launch of Apple’s iTunes radio streaming service.

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Tuesday, August 27th, 2013 news No Comments

Mobile Messaging Apps Continue To Surge

Source: https://intelligence.businessinsider.com/welcome

WhatsApp just surpassed 300 million users worldwide.

In the last four months alone, the mobile messaging app has acquired 100 million users. Users are also now sending 11 billion messages per day, up from 8 million daily in April.

WhatsApp has recently made a concerted effort to attract new users from emerging markets. For example, it has offered residents in Southeast Asia an option to pay a small fee for a data-light version. This allows low-income mobile users to circumvent monthly carrier data fees.

The app is free on most platforms, but charges users 99 cents after one year of use. This business model draws consumers in. The fact that there’s no distracting ads helps WhatsApp retain users. WhatsApp founders have famously said they’re anti-ads and will never include them in the app.

WhatsApp has overtaken China’s immensely popular WeChat, which has an impressive 300 million registered users but only about 195 million that are active. It is also ahead of Line (200 million users), Viber (200 million), and even Skype (280 million).

The large user numbers across services are a clear signal of the overall popularity of OTT (over-the-top) messaging (messaging that goes over the Internet via data connections rather than carrier-controlled networks), and its staying power. OTT messaging threatens cell carriers, who lose voice and text revenue, and social networks like Facebook — which have not been able to maintain control of the messaging market.

WhatsAppUserGrowth

 

 

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Thursday, August 22nd, 2013 news No Comments

drag2share: WhatsApp Reaches 300 Million Active Users

source: http://feedproxy.google.com/~r/businessinsider/~3/_Ld8Ztc1Cdw/apple-is-top-handset-maker-in-us-2013-8

WhatsApp Reaches 300 Million Active Users (Statista)
WhatsApp, the over-the-top (OTT) mobile messaging app that bypasses carrier SMS fees and allows mobile users to send text messages over an internet connection, just reached 300 million active users across the globe. More interestingly, it acquired 100 million users in the past four months. Its users are also sending 11 billion messages on a daily basis. Because WhatsApp continues to grow rapidly, OTT messaging services are showing no signs of stopping. This is troublesome for carriers who look to text message fees as a significant source of revenue. Read >

WhatsApp


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Thursday, August 8th, 2013 news No Comments

Social Sharing Behavior Said More Prevalent on Mobiles Than Desktops

source: http://www.marketingcharts.com/wp/interactive/social-sharing-behavior-said-more-prevalent-on-mobiles-than-desktops-35292/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ShareThis-Social-Sharing-Propensity-by-Device-July2013Consumers are more social on mobile devices than on desktops, declares ShareThis, as the result of its new study comparing 4.9 billion social signals on the desktop web against 1.2 billion signals on the mobile web. The data, aggregated from the 2.3 million sites in the ShareThis network (which reached 87% of online Americans in June), indicates that sharing propensity is almost twice as high among mobile users than desktop users.

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Friday, July 26th, 2013 news No Comments

Social Sharing Behavior Said More Prevalent on Mobiles Than Desktops

source: http://www.marketingcharts.com/wp/interactive/social-sharing-behavior-said-more-prevalent-on-mobiles-than-desktops-35292/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ShareThis-Social-Sharing-Propensity-by-Device-July2013Consumers are more social on mobile devices than on desktops, declares ShareThis, as the result of its new study comparing 4.9 billion social signals on the desktop web against 1.2 billion signals on the mobile web. The data, aggregated from the 2.3 million sites in the ShareThis network (which reached 87% of online Americans in June), indicates that sharing propensity is almost twice as high among mobile users than desktop users.

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Thursday, July 25th, 2013 news No Comments

Google+ Surpasses Twitter On PCs, But Can It Catch LinkedIn?

Source: https://intelligence.businessinsider.com/welcome

LinkedIn is consolidating its position as the second-largest social media platform among U.S. PC users.

The latest data, from comScore for June 2013, puts the site’s unique monthly visitors at 50.6 million.

In the 12 months to June 2013, this audience grew 28%.

Google+ grew 26.1% in the same period, surpassing Twitter as the third-largest social media platform.

All these numbers are impressive considering that they are desktop-only. It may be that some or all of these networks would be growing even faster once mobile users are accounted for.

But, will Google+ catch LinkedIn on the desktop? Based on its current trajectory, it appears not.

Google+ experienced rapid adoption and growth early in its existence, but it slowed down dramatically in the middle of 2012.

Google+ saw 173% PC-based growth from its July 2011 launch through December 2011, and 61% growth in the first six months of 2012. But then it had only 6% growth in the last six months of 2012, and 7% growth from January 2013 through June 2013

Unless Google+ growth speeds up again, it’s not going to get within reach of LinkedIn.

Download the chart and data in Excel. 

BII social desktop visitors comscore

 

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Monday, July 22nd, 2013 news No Comments

Local Searches On Smartphones Lead To The Most Walk-In Customers

Source: https://intelligence.businessinsider.com/welcome

People who conduct a successful local search on their smartphone are much more likely to make an in-store visit than PC and tablet users, according to a recent Neustar Localeze survey.

Perhaps surprisingly, especially since there are so many click-to-call search ads floating around the mobile Web, smartphone users are actually more likely to contact a business online after completing a local search, while tablet and PC users prefer to contact a business over the telephone.

The 3,000-person survey also found that overall conversion rates are higher among mobile users, whether they contacted a local business online, over the phone, or in-person

An impressive 78% of them ended up making a purchase. Similarly, 77% of tablet users converted into buyers, whereas only 59% of PC users did.

When it comes to performing additional research on a product or service after an initial local business search, tablets lead. This supports previous studies which found that people prefer to conduct more complex activities— such as browsing social networks, reading, and writing — on their tablet than on their smartphone. Also, probably due to this habit of conducting additional research before buying, tablet users tend to spend slightly more on a purchase.

The Neustar Localeze Local Search Usage Study was conducted in partnership with comScore and 15 Miles.

Click here for a larger version of this chart.

BII_LocalSearch_2013

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Wednesday, May 22nd, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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