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Evidence-Based Communications: The State of Mobile Communications
[object Object],The Evolution of Mobile Consumer use of mobile devices is growing exponentially – much faster than PC or Internet use grew – but U.S. businesses have been slow to take advantage of endless opportunities to optimize stakeholders’ mobile interactions with the brand. Possibilities for interacting with consumers via mobile go beyond delivering content and enabling transactions.  Location-based targeting, real-time comparison shopping and QR codes allow businesses to interact with customers in novel ways.
[object Object],And, beyond customer engagement, mobile can make employees work more efficiently – both in and away from the office – by enabling business applications for mobile use beyond just email and calendaring.  The first step is to optimize current digital content and communications for mobile use.  But, ultimately mobile is about transforming how businesses and their stakeholders interact in a real-time, location-based way.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Trends in Mobile
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],People are Using Mobile Devices for More Than Just Phone Calls Flickr @tak Sources: Pew Research and Mashable
Mobile Use is Growing Much More Quickly Than PCs or Internet Services Did ,[object Object],[object Object],[object Object],[object Object],Adoption of New Technologies (number of users in millions) Sources: Morgan Stanley and Nielsen
[object Object],[object Object],[object Object],Implications
[object Object]
Any Digital Transaction is Possible Via Mobile Mobile users are not passive.  They seek information, manage personal finances, interact with others and shop.  Sources: comScore
Mobile Shopping Goes Beyond Transactions – It Influences Purchase Decisions ,[object Object],[object Object],[object Object],% Who’ve Used a Smartphone To Purchase… % Reading Product Reviews on Smartphone Before Purchase % Likely to Use Smartphone to Check Competitor Prices iPhone  users Android users music books, DVDs or video games movie tickets iPhone  users Android users Sources: Mashable and Compete
Mobile Users are Interested in Coupons, As Well As a Range of Promotional Communications ad via SMS when passing a retailer with a  promotion barcode on smartphone that is scanned at store ad related to search conducted on mobile browser  offers that can be saved and pursued at leisure  offers synched to individual schedule movie theater offers/promotions Source: Juniper Research Consumers are not only making purchases on mobile devices, but reading reviews, checking store inventories and checking competitor prices before making a purchase.
[object Object],[object Object],[object Object],Implications
[object Object]
Native Applications vs. Web-Based (Mobile Browser) Applications ,[object Object],Advantages of “Native” Applications Advantages of Web-Based Mobile Applications Creates stickiness with the brand, because the app lives on the stakeholder’s phone Can be more easily updated because it does not live on the user’s phone Is very marketable Can be used on any phone (i.e., Native apps are programmed differently for different phones) Easy for the user to access Less costly to update
Native Applications are a Driving Force of Mobile Adoption ,[object Object],[object Object],[object Object],Total Number of Applications Downloaded  (in millions) Sources: comScore MobiLens
The iPhone is Currently the Top Device for Downloading Native Applications ,[object Object],[object Object],Sources: Morgan Stanley
Mobile Users are Also Using Web-Based Mobile Applications Yet only 12% of the top 500 internet retailers have sites optimized for mobile phones. Sources: Acquity Group and comScore
[object Object],[object Object],[object Object],[object Object],Implications
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications, continued
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Users Stay Connected 24/7 on Facebook and Twitter Sources: comScore MobiLens, Facebook, Pew Research
Consumers Who Use Mobile Social Networks are Demographically Favorable ,[object Object],[object Object],[object Object],[object Object],flickr Chappell Studio
[object Object],[object Object],[object Object],[object Object],[object Object],Implications
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Different Strokes for Different Mobile Folks Source: flickr user Batikart Sources: Ruder Finn, Pew Research
African American and Hispanic Mobile Users are Favorable Towards Mobile Shopping  access information about an item for potential purchase ,[object Object],[object Object],% Interested in Using Mobile Devices for the Following: Sources: Sterling Commerce, Mobile Marketer
[object Object],[object Object],Implications
[object Object]
Mobile Users Will Share Their Location to Get Local Information and Deals Sources: ChoiceStream and JiWire disagree, 18% ,[object Object]
Mobile Users are Quickly Adopting Location-Based Applications Number of FourSquare and Gowalla Users by City Source: Mashable The popularity of FourSquare, Facebook Places and Gowalla demonstrate mobile users’ willingness to be identified based on their personal location.  There were 100 million FourSquare “check-ins” in July 2010. flickr indycolts2k6 ,[object Object]
[object Object],[object Object],[object Object],Not Only Local, But Global flickr Poetic Home Sources: Motally
[object Object],[object Object],[object Object],[object Object],Implications
[object Object]
Mobile Is Generating Revenue ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: ABI research, Juniper, emarketer, Pew Research, Mobile Marketer. PriceGrabber.com
Mobile Users Will Engage With Compelling Mobile Ads ,[object Object],[object Object],[object Object],Your ad here! Sources: Internet Retailer and JiWire
Mobile Users Will Engage With Compelling Mobile Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: Mobile Marketer
SMS Text Messaging is Still Relevant – and Can Drive Revenue ,[object Object],[object Object],[object Object],[object Object],sent text message used a mobile application visited mobile social media site  Sources: comScore MobiLens, Red Cross
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications
[object Object]
While Consumers are Engaged, Many Retailers Have No Mobile Presence ,[object Object],[object Object],[object Object],[object Object],Sources: Internet Retailer, Acquity Group, Forrester
Marketers Focus on Customers’ Social Network Activities, But Not Mobile ,[object Object],[object Object],[object Object],marketers integrating social media into email campaigns marketers offering mobile-optimized messages Sources: eROI
[object Object],[object Object],[object Object],[object Object],Implications
[object Object]
Smartphones Have Become a Staple in the Workplace ,[object Object],[object Object],[object Object],[object Object],I can run the app from any location I don’t feel like turning on my computer I need to use the app while commuting  I spend time at locations where I can’t use my computer  My computer is at work, but I need to run the app away from the office  I can run the app more easily and quickly on my smartphone Sources: RingCentral, Nielsen
BlackBerrys are the Most Common But Not Always the Favorite Smartphone ,[object Object],[object Object],[object Object],[object Object],I purchased myself from my company's approved list, 21% I purchased one that my company may not support 23% I selected from company's approved list and company purchased, 22% My company issued it to me, 34% Sources: Forrester
Email is the Top Activity, But More Sophisticated Tasks are Also Possible While email, personal contacts and calendars are the most popular smartphone features used for work, productivity, collaboration and management applications are also used.  These apps enable employees to do substantial work tasks while out of the office. productivity applications  (i.e. word processing, spreadsheets) emergency/critical response applications team collaboration applications (i.e. Web conferencing, SharePoint) inventory management applications location-based applications (i.e. asset tracking, GIS, AVL) Sources: RingCentral, Nielsen
[object Object],[object Object],[object Object],Implications
[object Object]
[object Object],[object Object],[object Object],QR Codes Turn Ads into Real-Time Engagement Opportunities
[object Object],[object Object],[object Object],[object Object],Brands are Using QR Codes to Connect Directly with Mobile Users
[object Object],[object Object],[object Object],Implications
Jay Leveton CEO, Proof Integrated Communications 202.530.4696 [email_address] B.L. Ochman Managing Director of Emerging Media 212.614.4984 [email_address] Chris Gee Managing Director of Digital Media 212.614.5093 [email_address] Zach Ambrose Manager of Digital Media 212.614.4119 [email_address] Contacts Ashley Welde Director, Research & Insights 212.614.4924 [email_address] Lauren Papp Client Executive, Research & Insights 212.614.4669 [email_address]

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The State of Mobile Communications

  • 1. Evidence-Based Communications: The State of Mobile Communications
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  • 10. Any Digital Transaction is Possible Via Mobile Mobile users are not passive. They seek information, manage personal finances, interact with others and shop. Sources: comScore
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  • 12. Mobile Users are Interested in Coupons, As Well As a Range of Promotional Communications ad via SMS when passing a retailer with a promotion barcode on smartphone that is scanned at store ad related to search conducted on mobile browser offers that can be saved and pursued at leisure offers synched to individual schedule movie theater offers/promotions Source: Juniper Research Consumers are not only making purchases on mobile devices, but reading reviews, checking store inventories and checking competitor prices before making a purchase.
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  • 18. Mobile Users are Also Using Web-Based Mobile Applications Yet only 12% of the top 500 internet retailers have sites optimized for mobile phones. Sources: Acquity Group and comScore
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  • 47. Email is the Top Activity, But More Sophisticated Tasks are Also Possible While email, personal contacts and calendars are the most popular smartphone features used for work, productivity, collaboration and management applications are also used. These apps enable employees to do substantial work tasks while out of the office. productivity applications (i.e. word processing, spreadsheets) emergency/critical response applications team collaboration applications (i.e. Web conferencing, SharePoint) inventory management applications location-based applications (i.e. asset tracking, GIS, AVL) Sources: RingCentral, Nielsen
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  • 53. Jay Leveton CEO, Proof Integrated Communications 202.530.4696 [email_address] B.L. Ochman Managing Director of Emerging Media 212.614.4984 [email_address] Chris Gee Managing Director of Digital Media 212.614.5093 [email_address] Zach Ambrose Manager of Digital Media 212.614.4119 [email_address] Contacts Ashley Welde Director, Research & Insights 212.614.4924 [email_address] Lauren Papp Client Executive, Research & Insights 212.614.4669 [email_address]

Notes de l'éditeur

  1. First bullet: Pew Study Third bullet: Mashable
  2. Top and bottom charts: Morgan Stanley Third bullet: Nielsen
  3. Chart source: comScore, april 2010
  4. 2 nd bullet source: Mashable Chart source: compete
  5. Chard Source: comScore MobiLens
  6. Chart source: Morgan stanley
  7. 12% stat: Source: Acquity Group Source: comScore
  8. Source for bullet 1: comScore MobiLens Souce for bullet 3: Facebook Source for bullet 4: Pew Research
  9. Source: Ruder Finn Last bullet about texting – Pew Internet reports
  10. Chart: source Source: Sterling Commerce, “The Multi-Channel Shopping Experience” Bullet: Source: Mobile Marketer
  11. Second bullet source and pie chart: Motally
  12. $750m from ABI research $630bn from Juniper 11% stat from pew research Paypal stat – mobile marketer, Dec 2009
  13. 3-5 times more effective – Internet retailer, nov 2009 Top chart source: JiWire
  14. Source: Mobile Marketer
  15. Top chart: comScore MobiLens Bottom images: Red Cross
  16. Bullet 1: First stat by multichannel merchant, second by Internet Retailer Bullet 2: Source: Acquity Group Bullet 3: Forrester
  17. Data from eROI
  18. Source of pie chart: RingCentral Source of 2 nd bullet: Nielsen
  19. All data from Forrester
  20. Source of pie chart: RingCentral Source of 2 nd bullet: Nielsen