Monthly Archives: August 2012

Mobile Ads And Effectiveness

Over the past year or two, mobile has become a consumer-driven force.  There has been much research done on who is using mobile devices, the activities they participate in, the apps they use and the content they want.  With all
this information, there is still one question businesses need to know – how effective is mobile in delivering my message.  A newly released study looked
into the acceptance levels of mobile advertising and the affect mobile ads had
on consumers.

• One in three tablet owners and one in five smart phone owners think that ads on mobile devices are acceptable

• 22% of tablet owners and 15% of smart phone owners don’t mind if they get ads on their device as long as they are relevant to them

• Nearly 20% of tablet owners clicked to view the full ad or product offering on a mobile device

• 8% of tablet owners and 5% of smart phone owners made a purchase on their mobile device after seeing an ad

• One in four tablet owners and 22% of smart phone owners made a purchase on a PC after seeing a mobile ad

• 17% of tablet owners looked for more information about a business after seeing a mobile ad

What Does This Mean To You?

The key to success with mobile ads, much like any form of marketing, is targeting.  The most effective and efficient campaigns are based on connecting with a target audience through media products they rely on and content that engages them.  The message you convey must speak to the needs of your target audience.  There is a time and place to talk about the features your product has or services your company provides; but to move the needle, you need to speak to the value you deliver.
Does it save your target audience time?
Will it save them money?
How does it enhance their life?
What problems will your goods and services solve?
Consumers look at mobile devices as a solution to great many things. By marketing your company or products as solutions as well, it will help you forge relationships and create awareness.  For more information on creating strategies that develop results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Second Screen Activities By Device

If there was ever a question of how important mobile devices have become to consumers, second screening activity should put it to rest.  It’s usually the television that keeps people mesmerized; now mobile content has become so important, it’s disrupting the time honored tradition of vegging out in front of the tube.  A new study has looked at second screening and the differences between watching TV while using a tablet or smart phone.

• 88% of tablet owners use their device while watching TV and 87% smart phone owner do the same

• The top activity is checking email – nearly 60% over tablet owners
and over 50% of smart phone owners check email with their devices while watching TV

• Accessing online content unrelated to the show being watched – 55% of tablet owners were distracted by unrelated content as were 36% of smart phone owners

• Utilized a downloaded app – Half of tablet owners and over 40% of smart phone owners used an app while watching TV

• Shopping – 45% of tablet owners shopped while watching TV, 23% of smart phone owners did the same

• Visited a social network – Over 40% of tablet owners and smart phone owners went to social media content while watching TV

• Accessed information related to the show they were watching – Nearly 4 in 10 tablet owners and almost a quarter of smart phone owners did this

• Looked up product information on an ad viewed on TV – Just over one in four tablet users and less than one in six smart phone owners went online to access content about an ad they saw

• Looked up coupons/deals related to a TV ad – Only 22% of tablet owners and 12% of smart phone users went online with their device to find coupons or deals because of an ad they viewed

What Does This Mean To You?

There has always been multi-tasking.  The difference is that consumers are accessing content that rivals the attention of what is on TV.  In fact, second screen actions that involve TV programming are the lowest ranking of the surveyed activities.  This shows how disruptive second screening is to any messages you may have on TV.  Consumers who are using their tablets or smart phones while watching TV are usually holding those devices, so they have added engagement.  Even with on-demand options, mobile technology gives users more choices and allows them to decide the content they want to watch.  That also gives businesses more targeting option.  For more information on how to create more awareness and engagement using mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Smart Phones Or Tablets, What Devices Do Consumers Use (Part 2)

In yesterday’s post, we examined research that showed the types of content that consumers are more likely to enjoy on their tablet vs. a smart phone.  Today, we’ll look at the activities that are done more often on smart phones.

Content Types Accessed More Often On Smart Phone Than Tablets:

• Reading The News – 62% of smart phone owners access news content

• Social Networking – Over half access social media

• Sports Content/Scores – One in four smart phone owners check their device for scores and results

• Streaming Audio Content – Nearly a quarter of smart phone owners access streaming audio

What Does This Mean To You?

Smart phones can almost be considered a frequency medium. Because consumers interact with their devices so often for varied reasons, your message needs to stand out.  You should make sure to maximize efficiencies through targeting.  You know who your targets are, position your message in content that is relevant to them,  For more information on maximizing mobile content to deliver results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Tablets or Smart Phones, What Devices Do Consumers Use (Part 1)

Mobile device has become the generic term for tablets, smart phones and pocket PCs (for the few people who still own pocket PCs), but the functionality and capabilities of these devices differ and so does the types of content most accessed on them.  A new research report looks at the type of device and the content consumers are most likely to use it for.  Knowing this information can help you create strategies that will maximize your mobile offerings.

• 46% of tablet owners access books on their device, that is 4 times more than the amount of smart phone users that access books on those devices

• Over one in four tablet owners watch movies on their device compared to just 9% of smart
phone owners

• 26% of those who have tablets use them to look at magazines, that over 4 times as many smart phone magazine readers

• A quarter of tablet owners watch TV shows on their tablets, just 10% of smart phone owners watch TV content on those devices

• Among iPad owners , users credit the device’s larger screen for its preference as a web and video viewing tool over the iPhone

• When it comes to social media and shopping functions, iPad owners are more likely to access this content via mobile web vs. app

What Does This Mean To You?

We’ve had several recent posts that point out how tablets are consumer’s preferred mobile device for mobile shopping. They are also the device consumers’ use most during second screen activities. Tablets are certainly the device of preference for long form information.  Consumers have long periods of engagement and tablets offer many benefits during the transactiontional phase of the sales process.  In tomorrow’s post, we’ll look at the activities that consumer do more of with their smart phones.  For more information on leveraging the right content to boost your mobile strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Mobile Shopping Continues To Grow

It’s no secret that consumers are very dependent on smart phone technology.  It has rapidly become one of those “don’t leave home without it” tools.  Mobile users are extremely reliant on them during the shopping process.  In fact, new research might surprise you in how much smart phones are used.

• Nearly 90% of smart phone owners have used their devices while shopping in-store

• Almost 80% of shoppers have made a purchase on their smart phone or tablet

• Four in 10 mobile consumers have used a mobile device to compare prices while shopping in-store

• One in four searched for coupons online with a smart phone

• Nearly 20% of smart phone owners utilized geo-location based services to find a retailer

• Even though mobile payments are relatively new, nearly 10% of smart phone owners have paid for goods and services at checkout via mobile device

What Does This Mean To You?

Take a look at your shoppers, how many have smart phones? How many are on those phones while in your location?  Smart phones are a part of consumer’s lives and not taking advantage of the functionality they offer can be a costly mistake.
If consumers are using their devices in store and comparing prices, you should use mobile technology to make sure they are getting your message as well.  Using QR codes with reviews and special offers not only make it easy for consumers to look up information on the internet, it makes sure that you are communicating  the points you want consumers to see.  Mobile technology has also made it easier to engage consumers with loyalty programs.  Whether they are delivered through social media, SMS/Text or email, they are another way for you to develop loyalty with your customers and create extended sales.  For more information on using mobile to develop revenue, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Which Apps Have Grown The Most?

A post from last week showed the tremendous growth in app use. Today, we’ll look to what types of apps are seeing the most growth.  Because apps usually designed around specific functions, behaviors or interests; they provide your business with excellent targeting capabilities.

• Over all, mobile apps saw an increase of 84% in unique audience from 2011 to 2012

• Photography based apps had the largest increase in unique users at 123%

• Instagram, in particular, has seen incredible growth.  They have added 13 million users in the past year and has grown 270% in the past 3 months

• Travel apps jumped 116%, finance/banking apps grew 105% and communication apps grew 98%

• News & information applications and commerce & shopping apps increased by roughly 90%

• Entertainment based apps jumped 85% and social networking apps grew
nearly 60%

What Does This Mean To You?

These apps can help your business create deeper connections with consumers and new ways of engagement.  More consumers than ever are using photography apps.  You could invite costumers to take pictures of people using your products and turn them into a visual testimonial.  You could also have a contest where customers submit photos to a specific hashtag.   Travel apps provide opportunity for more than just hotels & airlines.  Use travel apps to promote your business to people traveling to your area.  These can be exceptionally beneficial for restaurants and other activities that travelers want to plan before they embark.  One of the more interesting developments is the growth in finance and banking apps.  With so many people now using mobile devices to bank – mobile payment cannot be far behind.  This is something you may want to investigate as a future capability for your company.  Incorporating apps into your marketing strategy will ensure that your messaging stays consistent. For more information on how to develop customer engagement through apps, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

The Growth In Apps

One of the things driving consumer’s dependence on mobile devices is functionality and many times apps are the basis for that functionality.  Mobile device owners utilize apps for everything from entertainment & games, health & wellness, safety and most importantly to businesses, researching and purchasing goods & services.  The explosive growth should not be a surprise because of the content and capabilities they provide.

• From 2011 to 2012, the number of adults nationwide on the mobile web jumped over 30%  to 129 million users

• During that same time, the number of adults who downloaded an app jumped by over 75% – growing from 41 million downloaders to 72 million

• In 2011, mobile subscribers spent 54 billion minutes using apps.  In 2012, that number rose over 100% to 109 billion minutes

• Last year, mobile user spent 72% of their time using apps vs the mobile web.  This year, over 80% of mobile users time is spend with apps

• As mobile users are spending more time with apps, they are also diversifying the apps they utilize.  Last year, over 70% of mobile users time was spend with the top 50 apps. In 2012, just 56% of users spent time with the top 50 apps

What Does This Mean To You?

Consumers are using most apps for very specific purposes.  As more apps are being developed and move into the mainstream, the app landscape is bound to become more fragmented.  This is where targeting comes into play.  Do your due diligence when it comes to finding apps to distribute your message.  Don’t just look into the content the app provides but also who the users are.  Make sure the app users correspond to your target audience.  Look into the targeting abilities that the app provides.  Does it allow you to focus your message to a geographic area?  In our next post, we’ll look at the app segments that are seeing the greatest growth and how you can take advantage of them.  For more information on reaching consumers through mobile apps, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Who are Mobile Consumers

Consumers are certainly mobile-oriented.  They use mobile devices to research products, search & find businesses and look up reviews on brands and products. These mobile users are also making more purchases with their devices.  New research has been released that looks at who these mobile consumers are.  Looking into who these mobile consumers are can help you refine your message and better connect with your target audience.

• Nationally, there are more smart phone owners than feature phone owners

• Year over year, the number of adults who own Apple and Android devices has grown from 49 million users to 90 million users

• Two-thirds of consumers who purchase a new mobile phone, buy a smart phone

• Smart phone penetration is highest among younger, high income adults. Over three-quarters of 18-24 year with household incomes of $100,000+ own a smart phone as do over 80% of 25-34 in that income segment and 76% of 25-44 high income adults.

• As smart phone technology has become more affordable, penetration among lower income earners has grown. Roughly six in 10 adults who are age 18-24 or 25-34 and have household incomes of less than $50,000 own a smart phone.  Nearly half of adults 35 to 44 years old with incomes less than $50,000 are smart phone owners

What Does This Mean To You?

Many businesses didn’t think that they needed to develop a mobile strategy because smart phone penetration was low.  That is no longer true.  53% of all mobile phone owners now have a smart phone and the number of adults who own an apple or android device has grown by 84% in the past year.  That growth is projected to continue – two thirds of all new mobile purchases are smart phones.
Smart phones might have once been out of financial reach for many consumers.  Now, because of more phones available and pricing plans, the consumer base of smart phones has widened.  No matter who you are trying to reach, smart phones offer you a way to put your message into the palms of the consumers.  Mobile technology becoming more affordable is the main reason why mobile web usage will eclipse standard internet use this year.  Ignoring mobile as a way to reach customers and potential shoppers puts your business in peril.  Businesses are rapidly developing mobile solutions and by not getting involved yourself, you are handing customers and leads to your competitors.  If you have a mobile solution, when was the last time you reviewed it?  The capabilities that mobile offers are continuing to expand and there are things you could take advantage of to create customer loyalty.  For more information on developing mobile strategies that drive sales, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Mobile, Not Just Social But Local As Well

Mobile technology represents true media and content convergence.  Smart phones and tablets can be considered an extremely effective, high tech direct response tool for local businesses.  It is also becoming the preferred avenue for social media interaction.  New research points to how local information seekers use their smart phones and how socially engaged they are.

• Over half of smart phone owners check social networks via mobile device on a daily basis

• 77% of those who looked for local information contacted a local business; nearly 60% visited a location

• Nearly 90% of mobile consumers
who seek local information take action that same day, 36% act immediately and almost 40% take action within a few hours

• Over 40% of those who sought information made a purchase, more than a third made an in-store purchase

What Does This Mean To You?

Smart phones give you access to consumers on devices that they are rarely without and mobile ads drive action.

• Nearly half of consumers who saw a mobile ad took some kind of action

• Over a quarter contacted the advertiser

• A third visited the company’s location

• Half made a purchase

Consumers use their mobile devices for many reasons and these reasons can effect your business and drive sales for your business.
Search – An effective SEO program will create awareness for your company and make sure that consumers on both mobile and desktop devices contact you and not your competitors
Social – Reputation management is extremely important when it comes to social media.  A poor social reputation will drive customers to your competitors
Mobile Advertising – Don’t just slap your ads on to any mobile sight. Make sure that sight is targeted to your best prospects and the content is relevant to the people you want to reach.
For more information on fully realizing all mobile can offer to help you be successful, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: RocketFuel

What Mobile Content Do Consumers Access?

Mobile is a rapid changing environment.  It seems like on a daily basis that there are new devices available for consumers to purchase, apps for them to use and functionality for them to employ.  Staying up on how consumers are using mobile devices is essential to the success of your mobile strategy.  A new study is out the looks into the types of mobile content that smart phone users are engaging in at least once a day.

• Nearly six in 10 mobile users access the mobile web or their email from smart phones

• Nearly half engage with social networks or get weather information

• Approximately 45% either listen to music or play games

• Nearly 40% download and use apps

• Over 35% send instant messages

• Roughly 30% watch video or get local news

What Does This Mean To You?

Smart phone owners are usually never more than arms length from their device and that the only time they are not aware of their smart phone is when they are sleeping.  There are few devices, other than medically necessary ones, that have that level of interaction.  It’s this dependence that makes them so important to your business.
In Metro Orlando, the top types of content accessed by mobile users are:

• SMS Text/Instant messaging

• Email

• Maps/GPS

• News/Weather/Traffic

• Social networking

All of these types of content can be monetized and be a revenue stream for your business.  The first step is integrating mobile into your overall marketing strategy.  Mobile should work in concert with your other tactics to deliver the results you need to be successful.  For more information on developing a winning strategy, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager