Smartphone Owners: A Ready and Willing Audience
Written by Danielle Nohe (contact - e-mail) -- March 12th, 2010 | Share - Save - E-mailCompete will be at CTIA Wireless 2010 and is emceeing the Mobile Marketing & Advertising special session for agencies and brands to learn more about the burgeoning mobile channel on March 22nd. If you would like to set up a meeting with Compete during the show, please email Danielle Nohe at dnohe@compete.com.
Years ago, when smartphones were introduced to the market, they were promoted as devices to help the busy, on-the-go, business professional. It was a tool primarily made available to access one’s email, calendar and contacts when away from the desk or travelling. Today, that is far from the case – they are integrated into the daily lives of all types of consumers, and Compete is tracking that changing behavior.
The good news for brands trying to market through the mobile device starts with the amount of time people are spending on their devices throughout the day. For starters, consumers’ primary usage of their smartphones is for reasons of personal productivity and entertainment. In fact, when asked how much time is spent on personal use (with the remaining being on business) 74% of smartphone owners indicated they are using their device primarily for personal reasons. However, we wanted to further break out usage, so we asked smartphone owners how much time is spent on their smartphone at various times of the day. Below we can look at when, throughout the day, the device is getting the most attention.
It is clear that smartphones are being used at nearly all points of the day, from the morning train ride into the city, to the waiting room at the doctor’s office, to texting with friends at night while trying to understand that week’s episode of Lost. With the device never being more than an arm’s reach away, brands and advertisers are taking notice and using this mobile medium to relay all types of information.
So while smartphone owners may be always available, the concern is how receptive these consumers might be to mobile advertising. To find out, we asked smartphone owners how interested they were in receiving various types of mobile advertising.
Looking at top 2 box results (those selecting a 4 or 5), we saw consumers were most interested in receiving grocery coupons (36%), scanable barcodes (29%), offers to save and pursue at leisure (26%), movie theater offers (26%), and ads via SMS when going by a retailer with a promotion / coupon (21%).
The fact that over 1 in 5 smartphone owners would be interested in these top-5 is very promising for the mobile marketing industry, considering that it is still in its early stages. Brands need to focus on engaging and driving behavior of these ‘early adopters’ in order to help bring these concepts to mass market.
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March 12th, 2010 at 4:14 pm
thank a lot
March 12th, 2010 at 4:15 pm
[...] The survey, which looked at the time of day most smartphone owners use their devices, as well as what mobile advertising concepts they’re most interested in, found that usage during commutes to work and while watching TV were the highest on the list by far. [...]
March 12th, 2010 at 9:52 pm
This is a great analysis and I am amazing how much SMS is still a key part of people’s usage.
March 12th, 2010 at 11:20 pm
[...] Smartphone Owners: A Ready and Willing Audience [...]
March 14th, 2010 at 10:35 am
Great to know that smartphone users are looking into and more open to mobile advertising on a personal front. Top 3 challenges though could be affordable data plans, a sustainable mobile advertising eco-system and privacy concerns on location profiling. Promising but as all good things are … not without its issues to look over.
March 14th, 2010 at 12:58 pm
[...] Smartphone Owners: A Ready and Willing Audience [...]
March 14th, 2010 at 9:50 pm
As the meat industry, the development of deep processing of meat, the proportion is increasing, a new meat processing plants are constantly emerging, companies need to invest a lot of processing equipment. In addition, eight of the last century, nineties a large number of foreign equipment has been purchased become obsolete, require updating. Therefore, the Chinese market demand for meat-processing machines will continue to increase。www.meatmachines.net
March 18th, 2010 at 9:55 am
I use my old Palm Treo as a PDA, but as far as a phone goes, I now carry a “dumb” phone, that is, my new phone does not access the Internet, and it is not equipped with a camera. The less time I spend “interacting” with businesses, advertisements, and coupons, the more time I have for healthy leisure activities, many of which are free.
I would never allow ads on my phones.
March 22nd, 2010 at 10:09 pm
I’m bored with this…
March 23rd, 2010 at 5:35 am
[...] There has been a lot of backward and forward looking research recently on app stores, platforms and manufacturers. Hence, it’s refreshing for to see Compete doing some end-user focussed research. Their latest research shows that smartphone users are a ready and willing audience. [...]
March 25th, 2010 at 5:35 pm
[...] the content of print pages. This month, Esquire features an ad with the codes. The first-quarter Smartphone Intelligence survey from Compete, the Web analytics firm, showed that 29 percent of 1,246 users polled in January and [...]
March 29th, 2010 at 2:03 am
I would never allow ads on my phones!
website:www.christianlouboutinvips.com
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August 17th, 2010 at 2:36 am
No problem Lin! You guys should consider attending the event next year.