News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Mobile Posse: Home screen pushing app use
The main page of a consumers' mobile device may be more important than many marketers originally thought. New data out from Mobile Posse and Arbitron Mobile finds that the home messaging screen is driving app usage.
The study followed consumers who had installed Mobile Posse's Home Messaging tool; the tool allows advertisers and brands to deliver highly targeted, custom messages to consumers direct on their home screen - without additional taps, clicks or swipes. Messages are based on device and account types as well as customer lifecycle; messages are delivered in real time based on operating system, MMS or SMS or within an application.
Arbitron's research shows:
• Mobile Posse reached more users both weekly and monthly than Facebook, Gmail and Yahoo Mail
• Mobile Posse increased user sessions, on average 88 minutes/month
• Facebook drove 74 minutes/month, Gmail drove 44 minutes/month
• Only Facebook drove more average minutes of use per month and per device (215 minutes vs. 152 minutes)
"These findings validate what we've known all along," said Jon Jackson, CEO at Mobile Posse. "The home screen is where consumers spend their time and begin their experience with their mobile. Our industry-leading rich media home screen messages engage consumers at the time when they are most able to interact. The ability to put a message on the mobile screen in a non-intrusive way, when the consumer is most willing and able to process, is fairly complex. It is very different from simply sending a message, and very different than merely filling a box within an app or mobile web site."
The study was uncommissioned; Arbitron Mobile researchers studied more than 3,000 mobile consumers.
Image via Shutterstock
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...