So lets look at mobile marketing. First I am going to read from a white paper that comScore wrote; U.S. Digital Future in Focus 2014. Digital marketing has expanded from just a desktop to mobile platforms. Because smart phone use has become so big, there are now multiple platforms being used by the same people. Meaning people are using both desktop and digital devices. The average consumer is reachable across a variety of platforms so there are so many more ways to reach your target and have a greater effectiveness to more specific people. Having multiple media platforms makes it so much easier to reach more and more customers because they are untethered devices making Americans able to spend an increasingly amount of more time online. It may not seem like a surprise that there are a lot of multi-media platform users but there were a lot of people that didn’t see the rise in mobile platform use.
So if you liked a little summary from me about comScore’s white paper then you should check out the website from Millard Brown. It’s a sweet Interactive white paper that shows how smartphones and tablets are changing the media landscape, explores how and why people use different screens, and understand consumer screen use and receptivity to ads to identify the best multiscreen opportunities.
Check out this other white paper from comScore called The U.S. Mobile App Report.
- The Mobile Landscape
- App User Habits
- App Usage by Platform
- App Category Usage
- Top Apps
Mobile growth has increased by 52% but just because mobile usage has grown so much does not mean that computer usage has suffered, there is still an increase of 1 percent.
The average smartphone user within this segment downloads three apps per month, meaning that the average among the entire smartphone population comes out to slightly more than one. Americans have a difficult time living without their mobile devices, as evidenced by the vast majority of consumers using apps on their smartphones and tablets nearly every day. And 42% of all app time spent on smartphones occurs on the individual’s single most used app.
iPhone users engage with their smartphone apps for nine more hours in a given month than Android users. What’s interesting is iOS users skew younger than their Android counterparts across the smartphone and tablet segments.
A majority of mobile app engagement comes from only a select few categories, with Social Networking, Games and Radio contributing nearly half of the total time spent on mobile apps. iPhone users spend a greater share of their app time consuming media with General News, Radio, Photos, Social Networking, etc. and Android users spend a greater share of their time in the Search and Email categories. Consumers user different types of media platforms based on the type of content they are seeking. Radio, Maps, and Instant Messenger have a higher reach on mobile and Search and News reaches higher on desktop.
The top apps are dominated by the largest digital media brands out there. These are Facebook, Google, Apple, Yahoo, Amazon, and eBay. Facebook, being number one, have the biggest audience size and time spent. The younger the age segment the higher the concentration of Social Networking and Entertainment and the negative effect on Mail and Maps to old people.
There are so many white papers written on this subject. If you are still interested after reading those last three, check out Rand Fishkin’s quick white paper about “stats on mobile app marketing and usage from Google”.
If you want to see an example of good mobile marketing, Starbucks has managed to get you addicted to its coffee – and its app. This article from the Washington Post explains how the app has changed the way customers by coffee by being able to make mobile payments on their smartphones. Starbucks has done this better than other retail stores because people are still not willing to purchase items over an app and Starbucks has made it easier to be accustomed with them on a mobile device.
Moz has an article The SEO’s Guide to Building a Great Mobile Site that shows why investing in mobile marketing and having mobile sites is worth while. Investing in mobile is good for ecommerce, offline companies, and informational sites. There is so many things to talk about through this Moz blog on their content and technology.
I hope reading through my blog and those white papers helped to solidify your thoughts on mobile marketing.
Thanks for reading,