- Posts tagged Smart Phones
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Mobile Device Mix [CHART]
devicemix-q1-2012_585.jpgNon-phone mobile devices such as tablets accounted for 20% of mobile marketing impressions during the first quarter of 2012, compared to 15% in Q1 of 2011, according to a report by Millennial Media. The independent mobile platform provider measured impressions across its own platform, garnering data about the top 20 mobile phones, top 10 mobile device manufacturers, leading mobile device operating systems and top mobile app categories ranked by impressions.
Smartphones are the device to beat, with 73% of the impressions in Q1.The category stayed fairly flat from Q4 2011 to Q1 2012 (likely owing to the surge of Kindle Fire and iPad sales around Christmas). Still, over the course of a year, smartphone impressions jumped from 62% in Q1 2011 to 73% in Q1 2012. A second key influence is the decline of the feature phone, which dropped from 23% of impressions in Q1 2011 to 7% in 2012. Read the rest at Marketing Charts.
How Multiscreen Consumers Learn Of New Products & Services [CHART]
Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).
In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands. Read the rest at Marketing Charts.
Multitainment Attention By Device [CHART]
TV viewers might be busy playing games on their smartphones or using social networks on their tablets, but it looks like they still give most of their attention to TV, according to a May 2012 study from the Internet Advertising Bureau (IAB). In fact, while simultaneously engaging in TV-related activities on their devices, smartphone and tablet users both give an average of 63% of their attention to TV. The average attention level drops when these multitaskers engage in unrelated activities, but still remains above 50%, at 55% for smartphone users and 61% for tablet users.
Multitaskers using a computer pay the least amount of attention to TV when performing related (55%) and unrelated (50%) activities. Read the rest at Marketing Charts.
Vacationing Smart Phone/Tablet Owners [CHART]
March findings from mobile research firm Prosper Mobile Insights showed US smartphone and tablet owners were very much tethered to these devices even while on vacation—a time once thought to be a screen-free period of relaxation. Just 2.2% of this audience left these devices behind; 78.8% not only took their devices with them but used them “all the time” while on vacation. Read the rest at eMarketer.
Growth Of Geo- & Location-Based Services, 2011-2012 [CHART]
Growing numbers of smartphone owners are using location-based information services: Nearly three-quarters (74%) say they use their smartphone to get real-time location-based information, up from the 55% who said so a year earlier, according to a study by Pew Research.
Moreover, 18% of surveyed smartphone owners say they use a geosocial service such as Foursquare to "check in" to certain locations or share their location with friends. That's up from a reported 12% in May 2011. Read the rest at MarketingProfs.
Technographics Of Affluent Men [CHART]
An overwhelming preference among affluent males (70%) to research and buy online as opposed to researching online and purchasing in store, provides unique opportunities for advertisers to capitalize on this audience’s behaviors. And while the majority of purchases are still made on PCs, the affluent male is doing more and more research on mobile devices, making a multi-channel approach necessary. Some details:
The vast majority (91%) access a PC at least once daily, while 77% have a mobile smartphone and 50% own a tablet.
Engagement with these devices is high across the board – almost 100% of survey respondents report using their PCs and mobile smartphones at least daily and 85% reporting daily use of tablets.
When an affluent male has daily access to tablet, he is 32% more likely to have made a purchase via the device.
In terms of visibility, 71% have seen ads on a PC while one in three has seen ads on a mobile phone or tablet.
Asian Americans Online by Platform [CHART]
Asians are the fastest-growing racial group in the US, with their numbers having reached 17.3 million as of 2010. But “groups” would be a more accurate term, as US Asians are split among highly distinct ethnicities. Read the rest at eMarketing.
Content-Related TV Multitasking [CHART]
Indeed, according to the IAB’s “Screens to the nth,” those using smartphones while watching TV (”smartphone multitaskers”) outpace those using tablets and computers in a number of program-related areas. For instance, they are about twice as likely as tablet multitaskers to text, email, or IM with friends about the show (23% vs. 12%), and more than three times as likely to voice chat with friends about the show (20% vs. 6%). Smartphone multitaskers are also the most likely to social network with both online communities (20%) and friends (15%) about the show.
According to May 2012 survey results from Horowitz Associates, 6% of TV viewers with internet access at least occasionally interact about a show on social media in real time, rising to 8% among 18-34-year-olds. Read the rest at Marketing Charts.
TV Multitasking By Device [CHART]
63% of live TV viewers and 66% of DVR TV viewers say they used another device at least once the last time they watched TV, with the most common device used being a computer (53% and 50%, respectively), according to [pdf] a May 2012 report from the Internet Advertising Bureau. 16% of live TV viewers and one-quarter of DVR TV viewers said they used a smartphone to multitask, while tablet use was reported by 9% and 14%, respectively. Despite a computer being the most common device used for multitasking, smartphones users were the most likely to interact with others about TV-related content (45%), ahead of tablet (30%) and computer (21%) users. Read the rest at Marketing Charts
Frequency Of Alternative TV Viewing [TABLE]
Viewers are not only availing themselves of new paths to content, they also are now watching shows in a variety of ways. More than one-third of respondents watched TV programs on an over-the-top device or via another alternative platform at least once a month, according to the survey. Streaming was the most popular way for viewers to access online content on their TV, slightly ahead of using a PC. A much smaller number of respondents said they used a handheld device—such as an iPad, iPod or smartphone—to watch content. Read the rest at eMarketer.
