September 16, 2013

Don’t think you have to have a mobile marketing strategy? Take a look at this research. According to a comScore MobiLens study (March 2013) mobile penetration is nearing 100% of the world’s population with more devices than people. Think about that for a minute. There are now more tablets and cellphones than people!

Of mobile users, 91% own smartphones. Apple (45%) and Android (48%) make up the majority. And 47% of tablet owners access retail content, and over 50% of this audience has a household income greater than $75,000 a year.

These mobile consumers (core market is 18-44 male), are increasingly comfortable with shopping and spending on their mobile devices. This research suggests that mobile extends the desktop retail audience (people that shop online at home via computer) by 45%; therefore, consumers continue their shopping experience across devices, and ultimately driving purchase, by any method.

Interestingly, when in-store, men and women use their smartphones differently. Women are a third more likely to engage in social behaviors, such as texting a friend or family member about a product, while men are two-thirds more likely to scan a barcode or compare product prices.

The two major factors that influence consumers making a retail purchase? Price and social factors. Price is the overwhelming influencer on its own, but price is also the motivation when consumers are looking for or using mobile coupons or signing up for store rewards. Social is the second most influential factor overall. Reading customer reviews, social media, and recommendations are all forms of social influence when purchasing a product on a smartphone.

This week you need to meet to discuss your mobile marketing strategy for the next 12 months. It is critical.

One comment

  1. Right again, Mark. How ironic to be reading this on my iphone.

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