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Email and Facebook Messages Trigger Buying via Smartphone

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More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email, according to a survey from ExactTarget.

Among smartphone owners surveyed, text messaging is the next-most effective mobile purchase trigger (41%), followed by Facebook (35%) and shopping-related apps (e.g., apps specific to Amazon, eBay, Groupon, etc.) (32%).

Below, additional findings from ExactTarget's report titled, "Mobile Dependence," based on a survey of more than 1,500 US consumers.

Overall, some 16% of smartphone owners say they have complete at least one purchase as a direct result of a marketing message they received on their smartphone.

Android owners are the most likely to report making a purchase after receiving a message on their smartphones (21%), followed by Windows smartphone owners (19%), iPhone owners (17%), and Blackberry users (10%).


Among those who have made such purchases, 74% have completed the purchase process with the help of their smartphone, via mobile browser (34%), app on smartphone (31%), or app store on smartphone (19%).

Some 43% have completed such purchases via computer or laptop and 35% report doing so in-store.


Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.


Mobile Activities

Smartphone owners use their devices to perform a wide variety of online activities, including the following:

  • 34% of have used their device to check their banking balance.
  • 28% (or 12% of the overall US online population) have used their phone at least once to check in with location-based services like Foursquare, Gowalla, and Facebook Places.
  • 27% have "liked" a brand on Facebook.

Roughly one-quarter (24%) of smartphone owners have scanned a QR code and 15% have redeemed a mobile coupon.

Addicted to Smartphones?

More than two-thirds of owners would choose to keep their smartphone over an iPad or similar tablet computer (69%) or a game system such as Playstation or Wii (72%).

Only 2% of smartphone owners might be viewed as completely addicted, preferring their smartphone over anything else, including their car, refrigerator, HD TV, cable or satellite TV programming, microwave, laptop computer, dishwasher, tablet computer, and gaming console!

About the survey: Data for "Mobile Dependence" were gathered via three online focus groups composed of 45 participants conducted in April 2011, and a separate online survey of 1,427 US consumers conducted in May 2011.


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  • by Charles Nicholls Fri Jul 1, 2011 via web

    Great job guys! Thanks for sharing

  • by Anna Gregerson Tue Jul 5, 2011 via web

    Thanks for putting together current numbers that support what marketers have concluded intuitively. There are many players that make it possible to carry off a brilliant, well timed, high return marketing strategy. They include jumpy executives, cautious finance departments, protective legal advisors and - oh yes - deadline driven product and project managers. The stats along with the graphs go far in building needed enthusastic support behind the scenes. Thanks!

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