Category Archives: Mobile Marketing Research

FoneGigs: What is Mobile Hybrid Positioning?

Posted on May 3, 2010 | Leave a comment

Currently there are various location-gathering methods being used such as GPS, cell tower triangulation, Bluetooth, and wireless internet signals. Some may argue that one is better or more reliable than another, but we can all agree that the mobile advertising is becoming more and more location based focused, thus the need for more precise location-based targeting.

Hyprid positioning is the method of finding the location of a mobile device using several different positioning technologies. Why is Mobile Hybrid Positioning necessary if GPS works just fine? The main problem with GPS tracking is that indoors and between tall buildings, GPS signals are weak. Companies like Navizon, Xtify, SkyHook and Google are currently developing hybrid positioning systems. Of course it will be some time before hybrid positioning is available for mass-market mobile phones, but at least a few services are taking the first steps to get there.

Find all the latest Mobile App and Mobile Marketing jobs at FoneGigs.com!

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Are mobile applications affecting shopping?

Posted on April 13, 2010 | Leave a comment

Everyone wants easy access to information. Before it was the yellow pages and library. Then we had Google (and still do). Now instead of going to a desktop, we can get this information on our mobile phones.

Given the fact that about 85% of all U.S. households own at least one mobile phone, it’s not surprising that mobile is fast becoming the search tool of choice– particularly for people making purchasing decisions.

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Retailers are starting to feel the effects.  According to Forrester’s Research, consumers who research products online before making an offline purchase affect over $500 billion in sales a year.  Consumer behavior is influenced by the information they’re able to find on their own, on the go.

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Mobile puts the power of information into consumers’ hands, even as they’re standing in the store aisle.  This opens up new possibilities for shoppers– even those who aren’t yet comfortable with actually purchasing from their mobile devices.  Comparison shopping and searching for products by phone, for example, are high-value, low-risk activities that people curious about mobile shopping can start out with.

read full article at MobileMarketingWatch

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Can any mobile phone be a smart phone?

Posted on March 6, 2010 | Leave a comment

via: MobileMarketingWatch

An interesting piece from MakeUseOf.com points to an often overlooked reality than few may have previously considered. In fact, any text-capable cell phone can now be just as reliable as a smartphone. How so? SMS-integrating services now make such a reality possible.

The article raises awareness of various options available to those with “regular cell phones.” These services “to which access is only a text message away” are designed to simplify on-the-go web activities for those who don’t have the latest, trendiest smartphones.

read full article here.

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What is the share of revenue among mobile ad networks?

Posted on January 28, 2010 | Leave a comment

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Percentage of people that use the mobile web

Posted on January 26, 2010 | Leave a comment

via: Mobile Marketing Watch

Latest Study: 76% Of Users Don’t Use The Mobile Web

A new study published today out of the UK found that 76% of mobile phone users don’t use their mobile to access the Internet.  Though it sounds unlikely, the study also noted that 60% of respondents claimed they did not own a mobile with Inernet access and only 30% of these said they were interested in getting one.

The study, conducted over a six month period in 2009 by Essential Research, also noted that 31% of Smartphone owners said they have never used their phone to connect to the Internet, while 24% use it to go online less than once a week and 8% said they had tried it, but don’t intend to do so again.

read full story here.

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Percentage of kids who own mobile phones

Posted on January 23, 2010 | Leave a comment

via: IntoMobile

While not really a picture of the day, more like a chart of day, here is what mobile phone ownership looks like for American children between the ages of 6 and 11 and how that figure has changed between 2005 and 2009. The sample size is 5,000.

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

Note how the largest jump in mobile phone ownership took place in the 10-11 year old age range, going up 80.5% in just 4 years. When did you get your first mobile phone?

read full article here.

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The percentage of smartphone users that buy from their phones

Posted on January 9, 2010 | Leave a comment

via: Mediapost

Smartphone Purchasing Behaviors Differ by Device

According to the Compete quarterly Smartphone Intelligence survey, smartphone owners are more comfortable buying from their handsets, but still have some site functionality problems. 8% of smartphone owners that tried to purchase a product on their device were unable to do so. 45% of those that abandoned the process reported that they did so because the site would not load, and an additional 38% left the site because it was not developed specifically for smartphone users.

Danielle Nohe, director of consumer technologies for Compete, points out that “… smartphone use is no longer limited to an exclusive group of tech savvy consumers. As… people grow more comfortable transacting, site owners must redesign around mobile shopping ease-of-use… “

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

read full article here.

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Market Research Reports about how big the Mobile Web will be

Posted on December 17, 2009 | Leave a comment

via: MediaPost

Report: Mobile Web To Far Outpace Desktop Internet

Santa himself couldn’t have thought up a nicer gift to give mobile marketers for Christmas. Morgan Stanley just released a bulky report predicting that the mobile Web will eventually be “at least 2x size of Desktop Internet.”

Driven by 3G adoption and the increasing popularity of smartphones, the financial services provider predicts that smartphones “will out-ship the global notebook + netbook market in 2010E and out-ship the global PC market (notebook + netbook + desktop) by 2012E.”

In particular, Morgan says that Apple’s iPhone/iTouch/iTunes ecosystem “may prove to be the fastest ramping and most disruptive technology product / service launch the world has ever seen,” while “a handful of incumbents (like Apple, Google, Amazon.com and Skype) appear especially well positioned for mobile changes.” (Says the Report about the Mobile Wed).

As ReadWriteWeb notes, “The firm has always been bullish on mobile Internet, as Mary Meeker’s Web 2.0 conference presentations over the years show.”

Even more ominously, Fortune‘s Apple 2.0 blog says that this latest report, “was intended to be a follow-up to Mary Meeker’s 1995 ‘The Internet Report,’ which became known as ‘the bible’ of the dot-com boom.” (For those of you who were stranded on a dessert island, that boom was followed by an equally remarkable bust.)

read full article here.

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Small Business Mobile Marketing Platform

Posted on December 15, 2009 | Leave a comment

via: Mobile Marketing Watch

Lowering the cost of expensive mobile marketing features for small businesses is key in the growth of the mobile marketing industry in the US. One company looking to do this is InvolveMobile, which late last week launched its integrated mobile marketing platform in the US.

Priced at $45 per month for small businesses, the Software-as-a-Service technology allows clients to set up interactive text message and mobile campaigns from a browser and send them to mobile phones on any carrier. While smartphone users are growing, there are still many mobile users who have access to only SMS text messaging.

According to a recent study by Experian, there are twice as many users of SMS than email across the globe. In 2010, that number is expected to grow by 15%.

Already used by large marketing teams at MasterCard, ESPN, News Corp, EMI, Samsung, and others, InvolveMobile sees the growth in SMS messaging to mean big bucks for marketing opportunities.

“Our platform has been delivering successful and cost effective mobile campaigns for over 8 said Richard Rene, General Manager at InvolveMobile, in a statement. “The SMB market will definitely see an immediate return from InvolveMobile’s comprehensive view of every campaign’s customer data.”

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How mobile SMS impacts consumers

Posted on November 20, 2009 | Leave a comment

via: MediaPost

How SMS Advertisements Will Impact Consumers

Last December, marketing and media information firm The Nielsen Company, in “The Short Code Marketing Opportunity” report, captured why short message service (SMS)-based advertising campaigns will flourish: “Where there’s an audience, marketers are not far behind.”

Mobile advertising offers brands an unprecedented ability to build highly targeted, personal relationships with their audiences. Advertisers have two options with SMS: a dedicated text message ad or in-message SMS advertising, which enables operators to insert sponsored content into the unused portion of text messages. In either form, SMS provides the widest possible consumer reach of any mobile channel.

As advertisers and operators get more sophisticated with mobile advertising campaigns, subscribers can expect several changes to their user experience in the coming years.

Demand for Opt-In Messages.
Advertisers and operators have to tread carefully on consumers’ privacy and be diligent to not send unsolicited advertising. The key: getting users to opt in to receive sponsored content. The goal is a win-win situation with mobile advertising offering consumers something in return – either rebates, coupons, prizes, or extremely relevant and targeted advertising that is perceived as valuable and “inside” information.

Location-Based Offers.
Subscribers’ usage profiles, combined with location information, provide dynamic data that can be the foundation for highly targeted advertisements. Subscribers can receive personalized SMS ads for a neighborhood restaurant or retailer when they enter a one-mile radius of the business. Group-based ads would contain sponsored content which would be sent to all subscribers attending a sporting event, waiting at a subway station or sitting in an airport terminal.

Twitter and Social Network Ads.
In-message SMS advertising can also be appended to social network SMS messages, allowing operators to insert sponsored content to fans of a specific celebrity, sports teams or brand. Operators can piggyback on highly-followed celebrities by selling advertisements, for example, for Oprah’s Book Club to Oprah’s followers or a band’s latest album when the group tweets. Because subscribers opt in to receive updates, advertisers and operators have confidence about the audience relevance.

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