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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.
Media Consumption Habits Of Senior Execs, by Channel & Daypart [TABLE]
Business executives in particular see these devices as near constant companions and are often outfitted with tablets and smartphones in higher concentrations than the general population. In October 2011, Doremus and the Financial Times found tablets and smartphones together constituted the second-most popular media that senior executives worldwide consumed during lunch breaks and commuting hours. In addition, more than a quarter of respondents used these devices after work hours (29%) and on weekends (27%). Read the rest at eMarketer.
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.
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.
Likely Mobile Locations For Tablet Owners [CHART]
While recent research shows that tablet owners do much of their online shopping at home, new data from the Media Behavior Institute reveals that tablet owners are more likely to find themselves in a range of out-of-home locations than the typical US adult. Capturing information from a nationally representative sample of tablet users on a half-hour by half-hour basis, the USA TouchPoints study finds that in any given week, these consumers are 60% more likely than the average adult to be at an airport, 40% more likely to be at a gym, and 32% more likely to be in a mall. They also over index in other locations including restaurants (22%), quick service restaurants (QSRs - 17%), and work (12%). Read the rest at Marketing Charts.
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.
At-Home Device Use For Purchases [CHART]
inmobi-at-home-devices-purchasefunnel-may2012.jpgThe proportions of tablet and laptop owners using their devices at home at different stages in the purchase path are almost on par, according to a report released in May 2012 by InMobi and Mobext. Basing their findings on research conducted from January to April 2012 across 8,400 panelists in 5 markets (India, South Korea, the UK, the US, and France), the companies found that 69% of laptop users make purchases in the home, compared to 63% of tablet users. Laptop users and tablet users also show similar levels of device usage at home for product awareness (64% and 61%, respectively) and active evaluation (62% and 58%, respectively). Read the rest at Marketing Charts.
Worldwide Tablet Sales, by OS - 2011-2016 [CHART]
Much of the reason for that increased usage is increased sales: Tablet sales worldwide are expected to nearly double in 2012, then increase by 50% between 2012 and 2013, and double again between 2013 and 2016, according to Gartner’s “Forecast: Media Tablets by Operating System Worldwide, 2010-2016, 1Q12 Update,” released in April 2012. Read the rest at eMarketer.
