Mobile marketing is fast becoming the most prominent way to reach consumers on a personal level. Reports show that it is growing in popularity and mobile marketing will soon be an indispensable tool of any business.
A recent study by Prosper Mobile Insights shows that smartphone owners are frequently using their devices to surf the Internet and use email. As more and more people have access to the web on the go, many users can find information quickly and with ease. This is naturally giving brands and companies the opportunity to tap into a new market.
A growing number of people are living life on the go with a need for instant information wherever they are. The research found that over 51% of smartphone owners confess to reading their emails more frequently on a handheld device rather than a desktop.
Some 45% of those polled said they had web access on their smartphone. This gives businesses the chance to exploit the mobile market with mobile friendly websites and applications. It’s no surprise that marketers are jumping into this area of marketing to reach wider audiences. In addition to this strategy, social media marketing on mobiles is also highly effective. Social media marketing on smartphones can help companies stand out. The research shows that 42% of people said they access Facebook more often on their handset than a desktop or laptop. This was also the same for 14% of Twitter users and 6% of Pinterest users.
Gartner, the the world’s leading information technology research and advisory company, has predicted that consumer spending on mobile apps stores and digital content will increase from $18bn this year to a significant $61bn by 2016. Consumer spending on what Gartner term e-text content, such as e-books, online news and eMagazines – will also increase from $5bn to $16bn by 2016.
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Other studies suggest that mobile marketing is fast becoming the primary way to engage on social media, use email and search the web. US company, Brafton reported that 60% of Twitter users regularly share and interact with content on the micro blogging website from smartphones.
Measuring public perception on smartphones and web use could be location specific. Research shows that web use on a mobile is the preferred ideal for many Americans and those in western society; however, this might not be the case globally just yet. Certainly the rise of cheaper smartphones in developing nations will expand, especially with increasing 3G style data coverage.
Another study shows that the main demographic for mobile marketers are those aged between 18- 24 years. Research shows that one in ten people in this age group are open to brands sending them promotions through their mobile phones.
Mobile marketing might be considered a bit more of a safe bet amongst this age group, as they are more willing and open to receive branded content.
The research from mBlox showed that a staggering 90% of those questioned used their phones for up to five hours a day. This means that marketers have a wider time frame for attracting the attentions of this demographic than other traditional methods of marketing.
Although all the signals point towards an increase in mobile usage and mobile marketing in the years to come, the mBlox research did throw up one concern: almost a quarter (24%) of 18-24 year olds are reluctant to make purchases on their mobile because of security issues. But, over a fifth (21%) of those polled, prefers to purchase products on their mobile devices rather than visiting shops or their PCs.