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Smartphones take central role in average consumer's life: Initiative study

14-August-2013
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Smartphones take central role in average consumer's life: Initiative study

Initiative, a global communications network within IPG Mediabrands, released the findings of its ‘Mobile Experience Study’, which was aimed at decoding successful mobile advertising strategies.

The study involved observing the data of 13,000 active smartphone users from countries such as Australia, Brazil, Canada, China, France, Germany, India, Italy, Russia, South Korea, Sweden, United Kingdom and the US to get an idea of how they’re using their handsets.

The project examined the ways in which people across all markets use their mobile phones. The study outlines key advice for marketers who wish to use mobile in the most effective way to reach their brand’s target audience. The most recent consumer re-contact on mobile use across a range of activities has shown exponential growth since Initiative published its first Mobile Experience Study in 2010. The 2013 results demonstrate that smartphones are now taking a central role in the average consumer’s life and activities.

Remember, it’s a phone…but much more
Connectivity remains a critical part of the smartphone user experience with 32 per cent of respondents listing emailing and voice talk as their primary usage. However, one of the most notable insights for marketers was that 71 per cent of people claimed to have a branded application on their smartphone, with 67 per cent checking it daily. Another important statistic for retailers was that 25 per cent of respondents claimed they use their smartphone to post updates or comments on what they are buying. So, while it remains a phone, mobile devices are actually much more than that.

Living in the here and now
The 2013 ‘Mobile Experience Study’ found that of all the applications, consumers have on their smartphones, the most popular are social apps with 41 per cent of people surveyed stating they now use their smartphone primarily for social networking. This point is illustrated when we look at mobile’s impact on journalism. The emergence of ‘live reporting’ allows people to report things as they happen. This presents marketers with tremendous potential to create in-the-moment social surges. Brands now have the ability to live in the here and now and become integrated into the consumer’s new mobile world.

Embrace new mobile mindsets
In order to exploit opportunities on the smartphone to their fullest, marketers must embrace two new mobile mindsets: boredom and multitasking. The survey found that smartphones actually become more powerful when people are bored as they look for entertainment to get over boredom. Likewise, the research discovered certain subject matters mobile users enjoy discussing most on their devices with 54 per cent of people talking about TV shows, 22 per cent doing so more than once a week and 58 per cent talking about brand ads. Gaming also was important with 44 per cent of survey respondents claiming they play games at least once a day.

Mobile browsing
The research showed that the more people browse on mobile, the more they shop on mobile. Interestingly, more than 50 per cent of shopping that is done via mobile is done while people are relaxing at home, presenting an opportunity for marketers to reach their target audience in a more effective way. 

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