Marketing Articles: Mobile

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Our Multiscreen World: Smartphone Users' Media Consumption Patterns

Mobile
Among US smartphone owners, some 90% of the media they interact with (about 4.4 hours a day) is screen-based, and most of them (90%) move sequentially among multiple screens (TV, smartphone, tablet, and computer) to accomplish various tasks over time, according to a Google study. more
Pinterest's Impact on Users and on Your Brand

Mobile
We've mentioned Pinterest numerous times—enough to show we're Pin-crazy. But we're not the only ones! To back us up on our Pin interest, Compete has published charts about Pinterest's growth and its impact on marketers. Some quick stats: Pinterest has grown from 700,000 to 20,000,000 unique users ... more
Moms, Mobile, and Back-to-School [Infographic]

Mobile
To find out moms' thoughts about mobile during the back-to-school season, the Interactive Advertising Bureau and Meredith's Parents Network conducted a national survey of moms. more
Apple Nabs 33% of US Smartphone Market, Google Android 52%

Mobile
Google Android and Apple continued to expand their share of the US smartphone market during the three months ended July 2012: Apple captured 33.4%, up 2.0 points from the previous three-month period, while Android reached 52.2%, up 1.4 points, according to data from the comScore MobiLens service. more
The Battle of the Smartphones: Android vs. iPhone [Slide Show]

by Christian Gulliksen

Mobile
Smartphone usage is up, up, up. In a global marketplace dominated by Android, traffic to websites has more than doubled in the last year. But this picture of Android's near monopoly changes when filtered through an e-commerce lens. more
Mobile Web Users: Media Consumption, Mobile Activities, Ad Tolerance, Demographic Profiles

Mobile
Among mobile Web users in the US, mobile media (via phones and tablets) was the the most popular way to consume media content in the second quarter of 2012: Mobile media accounted for 2.97 hours of the total 9.00 hours spent consuming media via all platforms during the day, outpacing ... more
Luxury Brands Boosting Online Marketing Spend

Mobile
More than three-quarters (77%) of luxury advertisers are expected to increase their investments in online marketing in 2012, according to the 2012 Luxury Brand Study by Martini Media, a new study based on a poll of 400 agency marketers who serve luxury brands. more
Social Guidelines Worthy of an Olympian

Mobile
Social media guidelines are the hallmark, and often the Achilles heel, of a solid social strategy. To be successful, your user guidelines need to be simple and facilitate right social behavior—instead of forcing visitors to wade through legalese. The worst thing a social media policy can do is make users feel ... more
Back-to-School: The Scoop on Technology, Texting, and Algebra

Mobile
Are laptops a back-to-school necessity for students? Not until high school, according to a new poll from SodaHead: A plurality (33%) of Americans say laptops should be allowed into classrooms when students reach high school, 25% say it's OK for laptops to be used in middle school, and 18% say ... more
Smartphone User Behavior, Activities, and Content and Media Consumption

Mobile
Aside from making phone calls, consuming mobile content is the most popular smartphone activity among owners of smartphones: 93% say they regularly access mobile content and information, while 59% access the Internet and 58% use email, according to a study by the Online Publishers Association. more
Purchases via Smartphone Have Highest Average Order Value

Mobile
The average order value (AOV) of smartphone traffic to online retailer websites reached $97.39 in the second quarter of 2012, higher than that of tablets ($96.11) and traditional devices ($91.86), according to a report by Monetate, which analyzed a random sample of more than 100 million online shopping experiences for ... more
Facebook and Mobile App Users Prefer Interactive Ads

Mobile
When using Facebook apps, only 28% of people prefer to view standard banner ads, whereas 72% prefer viewing immersive and integrated ads—those that offer virtual rewards or currency, or interactive video ads that occur during natural breaks in an app or game—according to a survey conducted by Harris Interactive on ... more
Tune Up Your App: Five Questions to Ask

Mobile
So, how's that app working for you? Is it binding users to your company, building brand equity, and providing high "exit barriers" for customers? That's what the big-time successful apps are doing best, notes Robert Plant in a post at the HBR Blog Network. If your app isn't performing up to ... more
Mobile Users More Satisfied With Tablets Than Smartphones

Mobile
Overall, mobile users appear to be more satisfied with their tablets than their smartphones, with Apple's iPad ranking highest in tablet consumer satisfaction (scoring 8.8 on a scale of 1 to 10), just edging out Amazon's Kindle Fire (at 8.7), according to data from comScore's newly launched TabLens service. more
Four Keys to a Successful Mobile Web Marketing Strategy

by Anne Thomas

Mobile
Does your business have a mobile site that is designed with your mobile customer in mind? Is it a branded, usable, engaging experience? If the answer is no, or if you're not sure, you are not alone. One thing is clear, though: If your site isn't mobile friendly now, it's ... more
Leading Brands Becoming Active on Instagram

Mobile
The world's leading companies are becoming more active on Instagram, according to a new study by Simply Measured. Among the brands listed on the Interbrand Top 100, 40% now have an Instagram profile. more
Mobile Shopping: Top Apps, Retailer Websites, and More

Mobile
With smartphones now the majority of mobile phones in the US, shopping via mobile is more popular than ever: 47% of American smartphone owners used a mobile shopping app in June 2012, according to data from Nielsen. more
Brands Missing Out on Mobile Ad Opportunities

Mobile
Smartphone users who are familiar with mobile ads appear to be comfortable making a purchase or recommendation as a result of an ad, but many others still haven't viewed a mobile ad, according to a survey from Hipcricket Inc. more
Three Ways to Simplify the User's Buying Process

Mobile
According to the IBM Institute for Business Value, 60-65% of business leaders think users follow them on social media because they want to be part of a community. But that isn't true: the primary reason users follow companies on sites like Facebook or Twitter is because they want discounts—which isn't ... more
Consumers More Willing to Share Info With Retailers Than Social Networks

Mobile
Despite privacy concerns, consumers are more comfortable sharing their personal information with retailers than they are with social networks, particularly if sharing such data enhances the shopping experience, according to a survey from MyBuys and the e-tailing Group. more
Will Mobile Commerce Overtake E-Commerce? [Infographic]

Mobile
How vital is mobile commerce becoming? Worldwide, mobile commerce is set to hit $119 billion by 2015. The projected amount of retail purchases made online by 2014 is 54%. more
Laptops, TVs Most Popular Tech Products for College

Mobile
Students are most interested in buying laptops, fridges, and large televisions to take with them as they begin college life. Also, though college tech needs are shifting overall—toward products that provide mobility and convenience—the tech items viewed as most essential to college life are still the basics: laptops and printers. more
Five Principles for Multiscreen Storytelling [Slide Show]

by Christian Gulliksen

Mobile
Customers learn about brands through an array of devices and media—often simultaneously.That's why your brand needs a strong multiscreen storytelling strategy. Social@Ogilvy offers five principles for getting it right. more
Pinterest Lessons for Better Web Design

Mobile
We've talked plenty about Pinterest's potential to spread the gospel of your awesomeness, but what about the lessons its success can teach us about creating fashionably cutting-edge Web design? Here's a big one: According to Babar Suleman, writing at The Daily Egg, "Pinterest's meteoric rise to social media ubiquity is powered by its ... more
Seven Rules to Cultivate Deep Mobile Relationships

by Brent Hieggelke

Mobile
For marketers, mobile apps present an unprecedented opportunity to always be a mere arm's length away from customers. And we can know more about them than ever before. But how do you ensure a lasting mobile relationship? more