News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How mobiles are changing the face of commerce
Consumers are becoming more comfortable with their smartphones according to new research from Compete and comScore; both studies find that American consumers are using smartphones for more than talking and texting, with some now using hand-helds to pay for things.
Compete's report finds that groceries are at the top of the list for mobile payments, with consumers opting to use near-field devices to pay for groceries rather than using credit or debit cards. Clothing/apparel and phone bill payments are also growing in mobile payment popularity.
comScore, meanwhile, finds that 234 million American consumers, age 13 and over, are now mobile, with 74 million using smartphones. Just over one-third (36%) are using Google's Android platform while Apple accounts for 26% of the market share. Texting is still the most-used smartphone option, followed by mobile browser use (39%), downloaded apps (37%) and accessing social networks or blogs (28%).
For those using smartphones only for talking and texting, security is one big issue. Of those uninterested in using mobiles to pay for things, 56% said they were concerned about the security attached to the phones while making payments and 52% were worried about security if their phones were lost post-payment.
These reports may change the way advertisers look at mobile marketing. In April, Millennial Media found that about one-third (30%) of advertisers had lead generation as their top mobile marketing goal. Sustained in-market presence was considered important by 29% of mobile marketers. Also high on the importance list were product launch or release (17%) and brand awareness (13%).
While lead generation is important, with the number of consumers turning to mobiles to network, browse the web and otherwise interact with brands as well as friends, it makes sense to include more transactional goals as a bigger part of mobile campaign goals.
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
- Report: In social the ladies rule the world
- Research reveals consumers juggle multiple devices throughout the day
- Getty Images makes millions of images free to embed
- Americans abandon purchases in-store after 8 minutes waiting in line
- Euclid: February sales less than lovely
- How BrightTag re-engaged shoppers
Featured White Papers
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....