Mobile is My New How Marketers Can Connect With Today's Mobile Consumer - Point-of-View Publishing
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Mobile is My New How Marketers Can Connect With Today’s Mobile Consumer Point-of-View Publishing
Mobile Has Hit Critical Mass
Mobile isn’t new, but continues to evolve and delight. The iPhone recently celebrated its fifth anniversary.
The announcement of the iPhone 5 generated 6 million searches in a single day. And today, one in four
smartphone owners use a tablet and one third of non-computer traffic is from tablets.
U.S. Smartphone Owners
150,000,000 5% Other
Tablet
120,000,000
34%
90,000,000
60,000,000 Mobile
61%
30,000,000
0
Jul 07 Jul 08 Jul 09 Jul 10 Jul 11 Jul 12
U.S. Share of Non-Computer
Traffic by Device
Point-of-View
Publishing Source: comScore Mobilens and Device Essentials, June 2012Background
For years, we've heard that “this is the year of mobile" yet marketers have been slow to adapt. Today, more
than 50 percent of U.S. adults* own smartphones and nearly 30 percent own tablets. Now is mobile's time.
At SAY Media, we have seen this growth firsthand, developing and executing more than 1,000 mobile
campaigns for clients globally. To gain a better understanding of the mobile media landscape, SAY conducted
a qualitative and quantitative study with consumers and marketers.
We set out to learn
Why are consumers so enamored with their mobile devices?
What role do these devices play in their personal and professional lives?
And more importantly
How can marketers best leverage the intimacy and dependence that consumers have with mobile?
*Source: Nielsen Mobile Insights, February 2012
Point-of-View
Publishing **Source: “Internet Trends: D10 Conference, 5/30/12” by Mary MeekerStudy Objectives
Understand consumers’ relationships with their mobile devices;
Better understand how marketers can leverage mobile platforms
Qualitative Research
8 consumer groups with Custom online survey of Analysis of 100+ recent
mobile-forward users in SF 1,209 smartphone owners SAY Mobile campaign
and NY performance by creative
Behavioral data from components
1-on-1 interviews with 30+ Mobile Metrix, Mobilens,
digital marketers and Tablens
1-on-1 interviews with 5
technology thought leaders
Point-of-View
PublishingWhat We Heard
The relationship is intimate: Consumers have a very close relationship with their
mobile devices. In our groups, mobile users described this connection.
Mobile is my new… Partner in Crime
Constant Companion
Committed Relationship
Spiritual Advisor
Mobile empowers: This intimacy is based on what mobile devices enable
consumers to do, both personally and professionally.
Mobile allows me to… Live in the Moment
Maximize My Life
Socialize and Build Friendships
Live that Lovely, Fast-Paced Life
Point-of-View
PublishingMobile Is My New
There are four emerging ways mobile empowers consumers beyond communication: consuming media,
providing a path for personal success, evolving the shopping experience, and effectively blending work and
home life. These four areas are where we observed significant innovation.
Media Hub Life Coach Shopping Personal
Companion Assistant
Point-of-View
PublishingMobile As the Media Hub
Mobile is quickly augmenting and replacing traditional media for news, entertainment,
and acting as consumers’ personal playlist and music discovery tool.
Video Content Music News
2 in 3 smartphone
stream TV on their stream music on their
50% mobile phones 57% mobile phones
owners have accessed
news on their phone;
half in past month
watch or post video on 1 in 3 M18-24 stream
63% mobile device music on their mobile
device weekly
use news aggregation
avg hours per week apps on their phone;
spent watching
28%
5 4 50% among M25-34
video on mobile
device
Say Media’s Perspective: Extend your ad campaigns to mobile devices and
leverage media partnerships that can deliver relevant content.
Point-of-View
PublishingMobile Is the Primary
News Source
Consumers use their mobile devices to stay informed and connect with their passions. One in
three people (and half of people 18-24) get the majority of their news on their mobile device.
% Accessing News on Their Mobile Device
68
58 56 57
53
49
46 46
42
39 38 38
34 33
28
25 23 21 20
17
World/ Sports Business Entertainment Tech Food Home/ Fashion Gaming Pets
National/ Lifestyle
Local
Ever Last week/month
Point-of-View
PublishingMobile Tracks Our Lives
Consumers use their mobile devices to not only track, but also improve their personal and
professional lives. Half of consumers 18-24 track exercise and finances on their mobile
devices; they are truly the quantified generation.
Fitness pal is awesome. It is a We have some serious
great way to coordinate your sleep issues in our
calories with your activity. family ... The tracking
- Nefertiti, 32, NY apps sort of validate me.
% Using Their Mobile Device by Activity - Stephanie, 34, SF
P18+ P18-24
55% 48% 52% 51% 50% 48%
36% 54% 35% 33% 35% 41%
Record Exercise Meeting Notes Record Food Track Personal Track Day to Day Track Finances
Intake Health Expenses
Say Media’s Perspective: Brands can create a movement around personal challenges
with mobile advertising, applications and a defined goal to create awareness, deepen
relationships and extend their brands.
Point-of-View
PublishingMobile Is Used Throughout
the Purchase Process
From research to offline and online transactions, mobile devices are changing the way
consumers interact with products and brands throughout the purchase process.
“By using LevelUp, I don’t have to visit
% Who Have Conducted This Activity on an ATM machine, there are no receipts,
P18+ P18-24
Their Mobile Device in the past 6 months which is better for the environment,
and I don’t have to carry cash with me.”
64% - Erin, 23, SF
63%
58%
53%
48%
61% 48% 44% 30% 37%
Research Products Redeem Offer Purchase Goods Mobile Payment Validate Price
Through App Point at POS
Say Media’s Perspective: Marketers need to think about mobile at each stage of the
purchase funnel, from building awareness to point of sale to fostering advocacy.
Point-of-View
PublishingMobile Enables A Blended Life
Mobile enables both personal productivity during the work day and work productivity
from home. Surprisingly, workers believe that their mobile devices more positively
impact their work/life balance. “It helps blend professional and
personal life in a way that’s
% Agree with this Statement: manageable.”
- Holly, 40, SF
Because of My Mobile Device…
It’s easier to get work done before
getting into the office 47% 33% 21%
I am more productive because I can
work from home after leaving the office 49% 29% 22%
It’s easier to take care of personal
tasks during the day 50% 30% 20%
It’s easier to take care of work tasks
when out of the office 52% 31% 18%
I am more stressed
24% 33% 43%
Agree Neutral Disagree
Say Media’s Perspective: Traditional media flighting against work/life needs to be reconsidered.
Point-of-View
PublishingInsights and Implications
Due to consumer’s intimate relationship with
their devices, marketers need to carefully
consider the mobile interaction between ads,
Mobile media consumption has applications and content
reached critical mass for news,
video and music across topics The role of sharing within and across social
applications has greatly influenced how people
discover and consume content
Consumers are empowered by
More than ever, marketers have the ability to
services that deliver utility across
develop services that align and extend their
many aspects of their lives and
brand to provide power and utility to their
transform them by offering a path to
audience
success
Brands need mobile-optimized sites to aid at
every stage in the purchase process
Mobile devices now play a
strong role at every stage of
the purchase process Location-based campaigns should be leveraged
to build awareness, support promotional
opportunities and increase consideration
We live in a blended life where
Messaging that reflects the blended life can
there’s less separation between
show consumers that brands understand them
activities at work and home
Point-of-View
PublishingMaking Mobile Work Harder What Marketers Can Learn from Say’s Mobile Campaigns Point-of-View Publishing
Making Mobile Work Harder
SAY Media created a database of more than 100 recent campaigns (and nearly 500 different
ad units) with every creative element and product category. We conducted a meta-analysis
on key performance metrics to help marketers understand what is working on mobile.
Mobile can get consumers into the Average click to site (CTS) was 3 to 5 times higher than
marketing funnel faster that of online campaigns*
Product exploration enhances Campaigns which include product exploration
curiosity elements** had 3 times higher average CTS
For automotive and technology campaigns, the inclusion
Video drives time spent of a video increased time spent by 28% and 32%,
respectively, compared to units without a video
Too many videos can cause Average CTS for mobile ads with one video was .22%
diminishing returns compared to .14% for ads with three videos
Point-of-View *Mobile campaigns were compared to their analogous online campaigns. These campaigns contained the same creative components
Publishing **i.e., mapping, lookbooks, and product carousel (compared to mobile ads which did not include these elements)Making Mobile Work Harder:
Implications
Video drives time spent For automotive and Including video in mobile ad units can be a
technology campaigns, the powerful tactic to increase branding and
inclusion of a video drive further engagement
increased time spent 28%
and 32%, respectively,
compared to units without
a video
Too many videos can Average CTS for mobile Don’t try to do too much on a small
cause diminishing returns ads with one video was canvas; simplify the options to drive lower
.22% compared to .14% funnel metrics
for ads with three videos
Say Media’s Perspective: 2/3 of consumers watch video on their devices.
Device capability is another form of native advertising that marketers should utilize.
Point-of-View *Mobile campaigns were compared to their analogous online campaigns. These campaigns contained the same creative components
Publishing **i.e., mapping, lookbooks, and product carousel (compared to mobile ads which did not include these elements)Making Mobile Work Harder:
Implications
Mobile can get Average click to site Simplified mobile ad experiences and strong call
consumers into the (CTS) was 3 to 5 times to action make mobile work harder
marketing funnel faster higher than that of online
campaigns* Create mobile optimized sites and quick links to
apps; if first click experience is sub-par, it will be
hard to get users to explore other mobile offerings
Product exploration Campaigns which include Branding works on mobile
enhances curiosity product exploration
elements** had 3 times Showcase visceral images and take advantage of
higher average CTS native mobile features (e.g., swiping through
product carousels)
Provide mapping ability to drive transactions
Say Media’s Perspective: Consumer’s intentional relationships with
devices lends well to cost-per-engagement marketing
Point-of-View *Mobile campaigns were compared to their analogous online campaigns. These campaigns contained the same creative components
Publishing **i.e., mapping, lookbooks, and product carousel (compared to mobile ads which did not include these elements)What Is... The Future of Mobile
Mobile media is ubiquitous today, yet nobody knows exactly how it will evolve in the coming years. Consumers
look forward to using their mobile wallet and marketers are experimenting with near field communication and
location-based approaches. However, there is still the opportunity for the next big mobile disruptor to emerge.
“I should be able to do my “Mobile marketing will become location- “What makes all this really interesting, is someone
laundry with it. I don’t want based marketing. Talking about smart cockpit building something native to the environment that
to have to go get quarters. I of an auto. Walking around store and pull out disrupts everything that came before it. Just like
want to be able to tap my device. Show best in class with connecting Microsoft built an OS that was native to the personal
smartphone up to the with consumers throughout their lives as they computer, disrupted IBM. Google built a search
laundry machine and debit move about the planet.” experience which was native to the Web, and disrupted
my account by $2.00.” - - Brian Monahan, Managing Partner, MAGNA Microsoft. Facebook built a social experience which
Adam, 30 Global was native to Web 2.0, and that disrupted Google. And
now it’s mobile...”
- Peter Rojas, Co-Founder, gdgt
“The catalyst for the change in mindset will
be adoption and penetration. We need to
deliver very interesting ad formats that “There’s nothing that I carry in
leverage the unique capabilities of mobile.” my wallet that I shouldn’t be
- Matt Houltham, Managing Director, Naked able to do on my smartphone.”
Communications - Libby, 24Coming Soon...
We will release more research (and videos) on the following mobile trends:
Mobile is the New... Shopping Companion
Mobile is the New... Personal Assistant
Mobile is the New... Life Coach
Point-of-View
PublishingGet in touch
David Tokheim, SVP Media Solutions
dtokheim@saymedia.com
Julia Kirkpatrick, Research Manager
jkirkpatrick@saymedia.com
Point-of-View
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