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BizReport : Mobile Marketing : September 22, 2011


What's in mobile? Reports find content, entertainment

Texting may be up and calling down, but when it comes to smartphones, more and more people are looking for content and entertainment. From news headlines to funny videos and social network access, an increasing number of consumers are looking to their smart-devices to stay up to date on their interests finds a new report from Millenial Media.

by Kristina Knight

The Millenial Media report focuses on the Automotive segment. Researchers found:

31% of mobile consumers access auto-related content weekly
Younger, male consumers are most likely to access auto content
34% of mobile auto consumers earn $100,000 or more yearly

Meanwhile, new data from Compete inds the iPad is dominating tablet sales and talk. Researchers found that, from February to July 2011, 69% of those researching tablets were looking for iPad specific information. What's more, those researching tablets, even non-iPads, are looking for specific brands rather than doing cross-research. One-third or less of tablet researchers looked up competing brands' information.

"The lack of cross-research among tablets is probably due to strong loyalty to the iPad brand. In the period from February to July of this year, users in our sample who researched Google Chromebooks, Samsung Galaxies, or Blackberry Playbooks were, on average, more than six times more likely to compare those products to another of the products under study than iPad researchers. In fact, of our sample, only 4.7% of iPad researchers looked at a product page or searched for any of the three competing products under study," blogs Jody Schechter, author of the report.

As for which smartphone platforms are the most popular, Google's Android platform continues to edge out Apple (41% share vs. 27% share) with RIM (21% share), Microsoft (5% share) and Symbian (1% share) lagging behind.






Tags: Compete, Millenial Media, mobile content, mobile devices, mobile marketing, mobile trends








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