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BizReport : Mobile Marketing : July 25, 2011

Survey: How people really want to use smartphones

How to consumers want to communicate on their smartphones? The answer may surprise you. Click to call may be getting attention from advertisers - and platforms selling the services - but new data from a CloudTalk survey finds that consumers aren't all that interested. According to the report, only about 43% of smartphone users are interested in talking. Instead, they want to text or email.

by Kristina Knight

So, is click to call a bad idea for advertisers? As with most advertising options, it depends on the relevant and engagement level of the consumer.

The CloudTalk survey found:

  • 70% of American consumers text/message

  • 60% email

  • 50% access social networks

  • 43% talk via smartphone

  • 40% surf the mobile web
  • "The results clearly indicate smart phones are primarily used as a communication device, but what's really interesting is that it appears the intrusiveness of phone calls has forced talking to take a back seat to more convenient modes of communication, such as text messaging," said David Hayden, chairman and CEO of CloudTalk. "What we're seeing at CloudTalk is that people love to talk, as long as, (like text messaging), it doesn't require our immediate attention, we can respond on our own time and see the entire conversation thread at a glance - it's just more convenient."

    The study further found that consumers are interested in communications type apps - they want more texting abilities, but also content sharing (70% interest), mapping options (70% interest), VoIP (50%) and private/group chat (50%).

    CloudTalk's platform integrates asynchronous voice, text, photo and video sharing through a social paltform.

    Tags: CloudTalk, mobile marketing, mobile text, mobile usage, smartphones

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    • I think people like to text because it allows them to multitask. If you are having a conversation with someone, your attention is supposed to be one them. It is also easier to ignore or dismiss a text.



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