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
- Report: Mobile web use doubles
- Ad Roundup: Tools to improve experience
- Study finds customer service key for BTS success
- IAB/UKOM cuts through confusion with 'definitive' data on time Brits spend online
- Google pauses Flash and signals new ad age of HTML5
- Studies ID how Millennials are connecting
- Black Friday UK predicted to break £1bn in online sales
- Smaato: Spending on mobile web ads soars
Featured White Papers
- Why Marketing Should Be Personal
Read our report, Why Marketing Should be Personal, created in partnership with Econsultancy, to learn why 700 marketers ranked personalization...
- Digital Trends 2015
Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to...