1、SMART PH NE SMART,MARKETING,18,28,32,2,4,TABLE OF CONTENTS,Overview,Smartphone Living,Smartphone Marketing Smartphone Futures Conclusions,OVERVIEW,In an increasingly mobile world, the Smartphone has become a lifestyle- changing device.,The Smartphone is the rst device to provide instant access to th
2、e internet and online information resources wherever consumers go. Time-starved consumers say that Smartphones improve their quality of life by allowing them to multitask on-the-move.,For marketers, this creates a new opportunity to maintain contact with consumers throughout the day and inuence purc
3、hase decisions in ways never before possible.Universal McCann and AOL partnered with Questus, a leading interactive marketing and research rm, to conduct an extensive multi-phase research project examining how Smartphones are inuencing American lifestyles and media consumption. This research report
4、analyzes the intersection between consumer media usage, lifestyle and purchase preferences.,SMARTPHONE,LIVING,5,63MM,19MM,THE STUDY: LIVING MARKETING FUTURES,270MM,US mobile subscribers,access mobile web,access mobile web on weekly basis,WHOM DID WE SPEAK WITH?,Approximately 1800 participants were s
5、elected for this study based upon their frequent use of Smartphone devices, with nearly all participants indicating they access the mobile web at least several times per week. The study also included a sample of “lead users,” who were asked to keep daily usage diaries.,is not,12,6,hype.,1 OF EVERY 7
6、 MINUTES OF MEDIA CONSUMPTION TODAY IS THROUGH A MOBILE DEVICE,14%,MobileIts a socialtransformation.ITS MORE THAN MOBILE The Smartphone is considered a great convenience for many Americans, enabling them to access internet content, applications and services anywhere and anytime and to have a constan
7、t link with their social circles. Its more than a medium of transmission; its the preeminent tool for both social communication and daily life management.,OF SMARTPHONE USERS REPORT SATISFACTION USING THE INTERNET ON THEIR MOBILE DEVICES,7,The Smartphone is the biggest technology shift since broadba
8、nd, representing a truly lifestyle-changing innovation. Consumers enjoy their Smartphones and how they improve their quality of life.,8,MOBILE IS PERCEIVED AS CUTTING-EDGE MEDIA & ASSOCIATED WITH BEING ACTIVE, TIMELY & CURRENT,Cutting EdgeInnovative,Mobile,BoringNewspaperOld- fashioned,Cool,Active,C
9、omputer Browser,Timely,Trustworthy,Credible,Current,Important,Exciting for me,Vital FunPowerful,Informative Relevant RadioInfluentialMagazine,Passive,TVEntertainingRelaxingHOW THEY FEEL When study respondents were asked to associate certain attributes with various channels, mobile was highly distinc
10、tive with a virtual monopoly of leading edge media concepts.,9,65%,USERS ARE CONSTANTLY CHECKING IN WITH MOBILE MEDIA. WHEN WILL THEY INTERACT WITH YOUR BRAND?,95% Other downtime,82% At work,81% While shopping,80% At home,Commuting to workCONSTANT CONTACT Smartphones have enabled Americans to consum
11、e media throughout their daily routines, with 82% using mobile devices at work and 81% using mobile devices while shopping. The mobile web has also become a ritual with commuters, who use the mobile web as part of their workday commute. This creates an unprecedented opportunity for marketers to tran
12、sition with consumers as they move from activity to activity throughout the day.,o,ns,ecti,&,ing,tw,ial,c,/,ti,vie,o,w,al,ati,5,s,w,3,s,I,Consumers rely as atheir mobile devices get from one place towith their well as a,tofamily and shopping,BRIEF HITS OF CONNECTION & UTILITY ARE CURRENTLY THE MOST
13、POPULAR FORMS OF CONSUMPTION,Ma,ps,Dir,55%,73%,Re,s,tau,ra,nts,So/MN,NeLison,orkngsNe,Res&,vieInfo,5%44%4%,Bu,ine,ss,nfo,33%,Tra,ve,l,Inf,o,% use mobile to access corresponding media,Smartphones serveon consumers compass to share experiences another, as friends, guiderestaurants,colleagues.purchases
14、, news and entertainment. At the same time, they provide an important social outlet. Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks.,10,%,send%,send%,MOBILE OFFERS ANOTHER OUTLET TO CONNECT & SHARE74use mobile socialnetworking sites
15、and apps,50% prefer sending text messages to calling,85 photos taken on their Smartphones (Average: 16/mo.)71 articles andvideos to others(Average: 13/mo.),11,Consumers rely heavily on their mobile devices to share experiences with their friends, family and colleagues. The majority of all surveyed S
16、martphone users share photos, articles and videos with their social contacts using their mobile devices. Smartphones also enable consumers to stay off the phone, with half of all users preferring text messages to telephone conversations.,SHARING CONTENT IS KEY TO THE ATTRACTION.when the kids come,I
17、shared contentwith my friend over lunch, as wewere checkingthe market.,home, my husband willlaugh at us because well be huddled together on the couch, each with his or herrespective iPhone, sharing apps,YouTubes, music, etc.,It bridges a social gap.I view drug informationon my mobile in themorning a
18、nd discussit with my partner andclinical professor atnursing school.,12,12,%,been driven,follow brands,from,media mesh,MOBILE IS NOT A STANDALONE MEDIA SOURCE.,77use TV andmobile concurrently56%have been drivento mobile viaother media“MEDIA MESHING” IS A POWERFUL COMPONENT OF THE EXPERIENCE,55% acro
19、ss multiplemedia42% have mobile toother media37% complimentarywithcontent,13,BOUNDARYLESS MEDIA Smartphones work powerfully with other media. For example, mobile drives consumers to other media, which also drive consumers back to mobile generating a circuit of juxtaposed mediation. This effect is en
20、hanced when users simultaneously consume multiple media in order to optimize productivity or enrich the content experience.,14,MEDIA MESHING FILLS THE TIME WAITING FOR SLOW-LOADING CONTENT WHILE FULFILLING INSATIABLE USER HUNGER FOR CONTENT,I cant getenough sportsinformation. Yesterday, Iwas looking
21、 at on my phone, readingthe sports section andwatching pro footballon TV at thesame time.I have a slow connection on the phone, so I watchTV while pagesdownload.,I will flip througha magazine whilesurfing on myphone, using it to pass the time whilethe pages load.,12,Consumers rely on their mobile de
22、vices to share experiences with their friends, family and colleagues.Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks.,iPHONE USERS HAVE HEAVIER CONSUMPTION HABITSMobile Social Networking,55%iPhone37%Others% use once or more per day,M
23、-Commerce36%iPhone19%Others% have made a purchase via mobile,Concurrent TV Usage50%iPhone34%Others% use once or more per day,15,WHOS USING THE MOBILE WEB? Mobile trends are led by two groups: younger users and iPhone owners. High usage among iPhone owners may be due to the fact that these consumers
24、are often early adopters and that the iPhone interface is among the most sophisticated in terms of offering a rich and rewarding user experience.,AGE,YOUNGER DEMO HAS HEAVIER CONSUMPTION HABITS,Mobile Social Networking,M-Commerce,Concurrent TV Usage,13-1718-2425-3435-4445-64,29%14%,45%,58%,67%,26%30
25、%24%21%15%,28%20%,55%46%42%,% use once or more per day,% have made a purchase via mobile,% use once or more per day,Not surprisingly, users aged 13 to 24 those raised on the web and mobile communications are among those with the heaviest consumption habits, using their Smartphones for social interac
26、tion and often in front of the television.,16,SMARTPHONE,MARKETING,BRANDS HAVE A COMPELLING OPPORTUNITY TO ENGAGE WITH USERS IN THE MOBILE ARENA27%Using mobileweb & apps,6% Listening to radio,33%Using web oncomputer% completely focused,13% Watching television,17%Reading a magazine19% Reading the new
27、spaper,19,GETTING THEIR ATTENTION While the broader media environment is typically full of noise and distraction, consumers report being surprisingly focused when using the mobile internet. This finding is significant to marketers seeking to compete with external distractions and engage consumers in
28、 a meaningful way.,20,I feel gratefulwhen Im using the mobile web. Ratherthan wasting time,I can take care ofmy family.,Its pretty amazinghow focused I am when I use my iPhone. The screen is tiny but I can completely ignorethe world around mewhen Im using myfavorite apps.,The word Iuse to describe m
29、y state of mindwhen using themobile web isCURIOUS.,USERS ARE IN A PRIMED EMOTIONAL STATE. SIMPLY USING THEIR DEVICE CREATES FEELINGS OF APPRECIATION & CURIOSITY.Consumers rely on their mobile devices to share experiences with their friends,family and colleagues.Over three out of every four Smartphon
30、e users are sharing photos, articles and videos acrosstheir social networks.,MORE THAN A THIRD (38%) OF CONSUMERS HAVE TAKEN ACTION FROM A MOBILE ADOf those who have taken action.,53% Click on the ad,35% Opt-in for email with more info/ coupons,34% Make purchases via computer or in-store,32% Opt-in
31、for text message with more info/coupons,24% Made purchases via mobile,7% Other,21,ADS AND ACTION Mobile offers brands the opportunity to reach consumers in new places and new ways, and mobile users report acceptance and even appreciation of mobile advertising. In fact, over one-third of Smartphone c
32、onsumers report having taken action from a mobile ad. Smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%), and making purchases via their Smartphones (24%).,MOBILE ADVERTISING IS BEGINNING TO DRIVE CONSUMER BEHAVIORMore than 1 in 5 have had a mobile a
33、d.,29% Lead them to share info,22% Influence a purchase,21% Create product awareness,Mobile advertising provides multiple routes to brand building, both viral and direct. Smartphones serve as both the engine and the vehicle for sharing product information. Users also report that mobile advertising i
34、s capable of influencing their purchase behavior and brand awareness.,22,WHILE MOST USERS PURCHASE ITEMS FOR THEIR DEVICE, COMFORT IS GROWING FOR OTHER PURCHASES,44% Purchases for my mobile (e.g., apps),24%Other purchases% have done via mobile.,23,Significantly, nearly one of every four Smartphone u
35、sers has made a purchase of non device- related products or services from their phones indicating growing comfort with the medium as a shopping tool.,%,%,Use their,Use their,MOBILE MEDIA LETS YOUINFLUENCE CONSUMERSAS THEY SHOPI LOVE being able to look up recipes whilegrocery shopping.,81 phones to r
36、esearch products they are considering,As an avid shopper,having the abilityto compare prices ofproducts while out shopping is awesome.81 phoneswhile shopping,Smartphones offer marketers unique opportunities to influence consumers at the very moment they are considering purchase decisions and compari
37、ng prices.,24,OPPORTUNITY TO INCENTIVIZE AND REWARD A BRANDS USER BASE,Unlike traditional coupons, males and younger users have the highest degree of interest.,71%73 %,74 %76 %,75 %,62%,75 %,79 % of sample who would consider redeeming coupons via mobile,25,MOBILE MOTIVATION Mobile also provides a ne
38、w and perhaps the ideal platform for distributing online coupons, a notion that appeals to nearly 3/4 of all Smartphone users. Surprisingly, the study showed that males are the most open to this mode of couponing. Also unexpected was the high percentage of young consumers open to this activity with
39、25 to 34 year-olds representing the age group most interested in mobile coupons.,USERS KNOW A SEISMIC SHIFT IN ADVERTISING IS COMING & THEY ARE EXCITED ABOUT IT,I have a Bank ofAmerica app. Every timeI use my phone, I see theicon. When I need accountinformation, its just a click away. I dont know if
40、 that isadvertising, per se, but itmakes me feel betterabout my bank.,Its not just aboutscreaming a messageat me anymore. Its about providing value and that, tome, is so much better thantrying to influence meby interrupting myfavorite TV shows.,26,SMARTPHONE,FUTURES,IS ANTICIPATED TO,N,du,pate rs,ti
41、ci ea,E,BIL,%,%,e,%,%,DIO,RA,-2,ES,ZIN,GA,-3,S,PA,S,N,EW E,ABO,ES,DIGITAL AND IN PARTICULAR MOBILECONTINUE GROWING,et an in 2 yMO,sag,33,60,C,OM,P,UT,ER,TV -4-5PER,0% MA 0%UT TH,SAM,E,MU,CH,M,ORE,OFT,EN,MU,C,HL,SO,FTE,N,29,CONTINUAL GROWTH Six of every 10 Smartphone users surveyed expect their mobil
42、e internet usage to increase significantly over the next two years and to become an even more integral part of their lifestyles. This growing reliance on mobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints.,re,to,fs,es,dr,or,es,hf tim,il,Se,n,cts,k,
43、ta,for,pr,9,4 arch for,Se es ht,p,Co,for,n,k-i,Ch,% s,on,c,s,ti,de,ce,ala,se,%,l re,b,nt,e,et,c,k,ka nts,he,co,%,C,ac,%,73,ee,yb,ey,Pa n,% mo,r,Tra,to,5,as,h,5 urc,ll/p,%,re, Banking,ei,ns,MOBILE TRANSACTIONS WILL CONTINUE TO BECOME COMMON PRACTICE AS SECURITY CONCERNS ARE ADDRESSED,soadarc vie t% m
44、o ura wh95 % Chec res odu% ric flig93 mpare a plane%86 ec82 oupem onRe rva n74 rav couMa c u 67 nills betw58 nsfe ck% esSe41,to Utilitarian tasks,% have done or would consider doing via mobile,As usage expands, so will consumer confidence in the security of the mobile web for privacy-sensitive tasks
45、 such as banking. This is clearly an area where merchants have an opportunity to reassure and woo customers with appropriate messaging and protective features.,30,PERFORMANCE,SPEED AND COMPATIBILTY ARE THE RICHEST AREAS FOR RAPID IMPROVEMENT,TimelinessOrganization of sitesQuality of video,Ease of us
46、eQuality of contentAppearance of sitesSpeed of downloading text,Quality of brandsAmount of video,Cost of accessNumber of ads,Speed of videoSize of ads,Speed of downloading imagesNumber of mobile formated sites,DERIVED IMPORTANCE,31,Smartphone users are reaching for their devices to help answer unmet
47、 needs and will increasingly do so as speed and compatibility issues are resolved. Services that dont have dedicated mobile formats are going to miss out on this significant shift in consumption.,CONCOMITANT MARKETING: The Smartphone represents the first marketing channel for marketers to move with
48、and message consumers everywhere they go. Mobile is less about “wireless online” and increasingly a highly personal and customized medium.INFLUENCER VEHICLE: Mobile is perceived as cool, active and timely the attributes of a vibrant brand that is positioned for growth and viral adoption. Mobile adve
49、rtising provides an opportunity to reach trendsetters and make a lasting impression on the influencers who are a key audience to any brands success.,MESHING:Smartphones are theultimate media meshingtool, with consumerssimultaneously consumingmedia on multiple screensand utilizing their Smart-phones
50、to enhance theirTV viewing experience.ACCEPTANCE:The Smartphone is improvingconsumers quality of life.They appreciate marketers whosponsor their mobile experiences. Theywant advertising that is appropriate for their frame of mind and passions. They understand the role that advertising plays in providing freecontent and prefer advertising that deliversmore relevant messages to them.,
