News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers equate mobile with smartphones, not tablets
New research provides some unique and interesting insights into the role of mobile in the lives of consumers and their thoughts on opting in to mobile communications from brands.
First things first - to consumers 'mobile' means a smartphone or cellphone. Over half (54%) of the 470 U.S. respondents to the Salesforce ExactTarget Marketing Cloud survey selected this association compared with just 14% who associate mobile with tablets or e-readers.
However, what most of the respondents agreed on is that mobile devices are now a central part of their everyday lives (85%), more so among those age 18-24 (90%).
Many consumers own both a smartphone and a tablet and, according to the 2014 Mobile Behavior Report, the two devices complement each other rather take time spent on the devices from each other. They do, however, differ in their use.
Consumers use tablets more than smartphones to access Twitter (76% of tracked Twitter use occurred on tablets), YouTube (73% of visits), Amazon (69% of visits) and Facebook (67% of visits). However, smartphones were used more than tablets to access Pinterest (83% of visits), weather (82% of visits) and Yahoo (55% of visits).
When it comes to opting in to receive mobile messages from brands, three-quarters of respondents said that location sharing provides them with more meaningful content and 73% said it is 'somewhat' or 'very' useful. Similarly, push notifications were effective in engaging with consumers immediately with just 8% ignoring or waiting to check a notification.
While just over half (54%) have opted in to receive text messages on their mobile from a brand, among those that have the format is viewed as being 'somewhat' or 'very' useful by almost all (91%).
Image via Shutterstock
- Researchers use Yelp to predict a restaurant's chances of survival
- Are your employees stifling yawns during status meetings?
- Survey reveals the odd places consumers shop by mobile
- Marketers urged to lower ad viewability expectations
- 50% of consumers who want marketing comms prefer them via email
- AdRoll: Study finds retargeting focus for most brands
- Study: Power of Hispanic shoppers growing
- Report: News, media sites opening slow in mobile
Featured White Papers
- 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...