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BizReport : Research archives : June 30, 2010

BurstMedia: Consumers can't live without gadgets

It used to be that people carried only the essentials: money, keys and maybe a compact for the ladies. Today consumers are weighed down with gadgets from cell phones to PDAs to smartphones. And, guess what? They don't mind the additional weight. A new survey from Burst Media finds that consumers like their gadgets and plan to keep them around.

by Kristina Knight

According to the research 74% of consumers use their gadgets to 'improve daily life'. They stay in touch with friends and family, work or check the weather. Just over half (56% of women 34-55 and 60% of women 45-54) report they use gadgets to keep their household on track. Consumers are also using laptops, mobiles, smartsphones and the like to stay up to date on breaking news (71%), watch television or listen to music (57%) and to shop (56%).

What does this increased reliance on gadgets mean for marketers?

"Product and service providers can capitalize on the wireless web and target consumers with messaging that acknowledges the unique user experience of 'on the go' devices, wether a smartphone or a table," said Mark Kaefer, Burst Media Marketing Director. "Tech gadgets give marketers the opportunity to deliver the right advertising message to the right person at the right time."

For example, a consumer in Kansas City taps their mobile for the location of the nearest Barnes & Noble bookstore. Not only can Barnes & Noble send the directions, but they can send along a coupon to encourage a purchase, update the consumer with a list of hot sellers or give them a status update for their loyalty program.

The same information could be given during an online search query, but when the query is performed on a mobile device it means the consumer is in-market - as in ready to visit the store - at that moment. Presenting a coupon, discount or buying information at the time of the query enhances the customer experience and pushes the purchase probability by giving the consumer a reason to buy.

Tags: Burst Media, consumer habits, gadgets, laptops, smartphones, tablet computers, tech marketing

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