Category Mobil
Why I love and hate having a smartphone
We’re nodding along to a lot of his comments, are you?
The Oatmeal
The Oatmeal
The Oatmeal
Posted by eBrand Media Research Department in Mobil, Opinions on June 14th, 2011
Majority of smartphone users integrating devices into every aspect of daily lives
In a recent smartphone survey conducted by Prosper Mobile Insights, among smartphone users who completed the survey on their smartphone. 56% of the sample was male while 44% was female, and the average age of the sample was 36.
As mobile technology continues to evolve, says the report, a majority of smartphone users are fully integrating their devices into every aspect of their daily lives. According to the survey 52.9% say they utilize all of the functions of their smartphones, 30.4% say they use the basic functions of their smartphones and 16.7% only use their smartphones for calling, texting and emailing
| Smartphone Use by Respondents | |
| Use of Smartphone | % of Respondents |
| I use my smartphone for basic functions (call, text, email) | 16.7% |
| I use my smartphone for basic functions and some applications (weather, GPS, social media) | 30.4% |
| I use my smartphone for all the functions… it’s my life. | 52.9% |
| Source: Prosper Mobile Insights Smartphone Survey, May 2011 | |
With all the unique features of smartphones, texting, Internet, and email are the top functions smartphone users say they cannot live without. Calling features, GPS, and Facebook are also necessities to some.
| The One Function Of Your Smartphone That You Cannot Live Without | |
| Function | % of Respondents |
| Texting | 21.6% |
| 15.7% | |
| Internet | 16.7% |
| Call | 7.8% |
| 5.9% | |
| GPS | 6.9% |
| Calendar | 1.0% |
| Apps | 4.9% |
| News | 2.0% |
| Bluetooth | 2.0% |
| Alarm | 1.0% |
| Weather | 1.0% |
| Social Media | 1.0% |
| Games | 1.0% |
| Other | 0.0% |
| No Preference | 11.8% |
| Total | 100.0% |
| Source: Prosper Mobile Insights Smartphone Survey, May 2011 | |
Posted by eBrand Media Research Department in Mobil on June 7th, 2011
Mobile Users Are Ad Clickers
According to the Mojiva Mobile Audience Guide, 60% of mobile users click on mobile ads at least one a week. When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad, but only 22% said they would make a purchase, and only 40% would download a coupon.
Tony Nethercutt, General Manager of Mojiva, notes that “… mobile marketing performs well when it lines up the services and products that affect people on an everyday basis … mobile advertising is part of the conversation for major national brand advertising…”
Some additional findings from Mojiva and InsightExpress in the Mojiva Mobile Audience Guide include:
- Over 84% of users deemed ‘normal banner ads,’ ‘video ads,’ ‘ads that let me interact with them,’ or ‘animated banner ads’ as the forms of marketing they would likely pay attention to
- Text ads perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
- Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.
With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets. This month’s research shows that marketers need to focus on engaging creative executions that encourage user interaction.
Joy Liuzzo, Senior Director from InsightExpress says “… InsightExpress research continues to demonstrate that mobile consumers are evolving, with new behaviors, attitudes, and demographic segments emerging almost monthly…”
Posted by eBrand Media Research Department in Mobil on May 31st, 2011
Mobile Web Impacts Shopping Significantly
According to a new study from Performics, Mobile Search Insights, conducted by ROI Research, found that 57% of respondents use the mobile Web more than once/day, with 77% using mobile search more than five times in the last month.
Daina Middleton, CEO of Performics, says “… mobile paid search has surged as a percentage age of overall paid search spending for our clients, particularly over the last 15 months… ”
Satisfaction with and adoption of mobile search rang true throughout the study:
- 75% said mobile search makes their lives easier
- 63% said access to mobile search has changed the way they gather information
- 32% said they use mobile search more than search engines on their computers
Use of mobile search at home topped the list with 81% reporting evening use, 80% reporting weekend use and 59% reporting use before work. Another 61% reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66%) or using the computer (45%).
Posted by eBrand Media Research Department in Mobil on April 19th, 2011
Mobile internet only captures about 1/3 of adults. Here’s the breakdown
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
The Pew Internet and American Life Project, introducing it’s new report on The Mobile Difference in today’s society, notes that in the early 1980s, Americans started spending more time on the telephone. From 1980 to 1987, the number of minutes spent on the phone increased by 24%, three times the rate of population growth. Though fax machines and the personal computing revolution might have spurred growth voice traffic, not more than 10% of the growth.
The cause was determined to be the telephone answering machine, in just 28% of homes in 1987. However, these new devices meant once-missed calls were returned and completed calls encouraged more calling. The answering machine served as an accelerant into Americans’ existing calling patterns.
In a similar way, says the author, mobile internet access is drawing people into more frequent online use. This finding is the cornerstone the Project’s study, finding that 39% of the adult population have seen the frequency of their online use grow as their reliance on mobile devices has increased.
Across those groups, there is a lot of variation on what these changes mean to users. Some find this extra connectivity a platform for self expression. Others are not entirely positive about ICTs’ (Information and Communication Technology) impacts on their lives.
In addition, there is 61% of the adult population who do not feel the pull of mobility further into the digital world. Across the groups that make up this part of the population, several have a lot of technology at hand and have seen their tech assets grow in recent years. Yet ICTs remain on the periphery in their lives, suggesting that:
Posted by Tom Polanski in Mobil on April 10th, 2009