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Mobile Marketing Dependence Day
- 2. INTRODUCTION
SUBSCRIBERS, FANS, & FOLLOWERS is an
ongoing series of research reports that sets aside
theories, assumptions, and widely held beliefs to
discover the truth about consumer preferences
and behaviors as they interact with brands
through Email, Facebook, and Twitter. These
unique reports draw on the experience of real
consumers, collected through extensive research,
consumer focus groups, and online surveys.
To date, SUBSCRIBERS, FANS, & FOLLOWERS
has explored why and how consumers engage–
and disengage—with brands across the most
popular one-to-one marketing channels: Email,
Facebook, and Twitter. We’ve identified the unique
characteristics of each channel and shared key
strategies for building an effective, integrated
marketing program.
In this report, we’ll explore:
• The rise of mobile and the growth of the
mobile market
• The arrival of “Mobile Dependence
Day” for consumers as they embrace
smartphones
• The impact of consumers’ new
smartphone dependence on channel
preferences and purchasing behavior
By taking a closer look at the mobile phenomenon,
we hope to provide you with valuable insight
into how the landscape of interactive marketing
is changing, the importance of engaging users
in the mobile environment, and how marketers
can position themselves to take advantage of
this new platform.
2 © 2011 ExactTarget | www.ExactTarget.com/sff
- 3. OVERVIEW: mobile dependence day
For years now, we’ve heard proclamations that newfound power and freedom is quickly
that this year will be the “Year of Mobile”… replaced by complete and utter smartphone
then the next year…then the next. Expecting dependence. And for that reason, the arrival
this highly-touted revolution to arrive with a of each user’s “Year of Mobile” is far less
BANG, we failed to recognize that the “Year of important than their inevitable “Mobile
Mobile” is happening all around us—not as a Dependence Day”—and its impact on our
unified cultural experience, but in a moment culture and our businesses.
of personal awakening for each individual,
To function effectively in this brave new world,
triggered by a single purchase: the smartphone.
marketers must embrace one fact: mobile
For more than 40% of the US population, is not a channel—it’s a platform. Or, more
the “Year of Mobile” has already arrived, the accurately, a series of platforms (smartphones,
moment the screen on their first smartphone tablets, etc.)—through which marketers can
flickered to life. Like fireworks on the Fourth engage consumers in real time, from texting
of July, each smartphone lights up its to calling, apps to email, Facebook to Twitter,
user’s life with unprecedented functionality, and beyond. As gatekeepers of the cross-
connectivity, and productivity. Ironically, channel mobile platform, consumers control
your ability to market through these channels.
The question is whether your marketing team
is prepared to serve the unique needs of these
mobile dependents and their devices.
© 2011 ExactTarget | www.ExactTarget.com/sff 3
- 4. the mobile market
Just 15 years ago, personal cell phones were a relative novelty. In that short timeframe, mobile technology has advanced dramatically,
service and equipment have become extremely affordable, and consumers have been drawn to mobile like ants to a picnic.
The fact is, the smartphone market has seen explosive growth in recent years—and, based on market trends, we expect it will
continue. In February 2011, comScore reported1 that US smartphone usage had grown by an astounding 60% in the previous 12
months. In addition, the total number of Americans using smartphones rose to 63.2 million in 4Q 2010.
artphone o
f sm
According to the International Data Corporation (IDC)2, the worldwide smartphone market is
expected to grow by 49.2% in 2011. This is more than four times faster than the expected
o wn
growth of the overall mobile phone market—which seems to indicate that current
pe ed
feature phone owners are rapidly switching to smartphones, while non-cell phone
owners are jumping directly to smartphones with their first cell phone purchase.
ty
According to our own May 2011 survey:
• 89% of US online consumers age 15+ own a cell phone
• 41% own a smartphone (with email capabilities, web access, and
other advanced functionality)
• 48% own a feature phone (typically limited to calling and text messaging)
• Just 11% don’t own a cell phone
Although Blackberry pioneered the development of smartphones, the industry
landscape is changing rapidly. As feature-rich competitors like Apple’s iPhone
and—most recently—Google’s Android platform have emerged, feature phone
makers have struggled to maintain market share. In fact, although Android is
a relative newcomer to the smartphone market, its popularity eclipses even the
iPhone—likely due to its relative affordability. (Many Android models are offered
free with a long-term service contract, while iPhones are not.) Overall, one-third
(33%) of US smartphone owners have an Android phone, followed by iPhone at 25%
and Blackberry at 19%. Android
Windows
33% iPhone Other 5%
25% Blackberry 18%
1. “2010 Digital Year in Review”
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review 19%
2. IDC Worldwide Quarterly Mobile Phone Tracker http://www.idc.com/getdoc.jsp?containerId=prUS22762811
4 © 2011 ExactTarget | www.ExactTarget.com/sff
- 5. Although Android is
a relative newcomer,
its popularity
eclipses even the
iPhone. Overall,
33% of
US smartphone
owners have an
Android phone,
followed by iPhone
at 25%
and Blackberry at
19%.
© 2011 ExactTarget | www.ExactTarget.com/sff 5
- 6. HOW OFTEN DO YOU USE EACH OF THE FOLLOWING ON YOUR SMARTPHONE?
Constantly Several About At Least At Least Less Than Never
Throughout Times Once Weekly Monthly Monthly
the Day a Day a Day
Telephone 1% 2%
31% 38% 18% 10%
Text Message 3%
38% 28% 11% 13%
Email
29% 24% 13% 11% 5% 4% 13%
Browse the Internet
18% 22% 19% 17% 8% 6% 11%
Facebook
17% 18% 15% 11% 4% 6% 29%
6% Listen to Music
12% 12% 12% 16% 8% 11% 29%
Games
9% 11% 15% 18% 11% 11% 26%
Branded Applications (e.g., ESPN, Groupon, Amazon)
The smartphone has become 9% 10% 16% 8% 9% 42%
a modern day Swiss Army Watch Video
6% 6% 8% 19% 13% 14% 33%
knife, putting marketers
Maps
not only in a multi-channel
4% 4% 10% 22% 19% 12% 29%
environment, but a multi- Twitter 2%
purpose environment as well. 5% 5% 5% 4% 4% 74%
6 © 2011 ExactTarget | www.ExactTarget.com/sff
- 7. smartphone usage and activities
We all know that a smartphone is so much more than a phone. It’s a web functionality? As it turns out, a surprising number of them are—and this multi-
browser, an email device, and a social media portal. It can be a mini stereo, functional usage is likely contributing to the arrival of Mobile Dependence
a gaming console, a GPS device, an alarm clock, a shopping cart, and a Day in households nationwide.
personal flotation device—okay, maybe not that last one…but it’s only a
According to a new survey from Prosper Mobile Insights, some 52.9% of
matter of time, right?
smartphone owners say they use all the functions of their smartphone—to
The smartphone has become a modern day Swiss Army knife, putting such an extent that they say, “It’s my life.” Another 30.4% say they use all
marketers not only in a multi-channel environment, but a multi-purpose the basic functions of their device, plus a few apps. And just 16.7% use their
environment as well. But how many people are actually using all that smartphones exclusively for calling, text messaging, and email.
According to a new
survey from Prosper
Mobile Insights, some 52.9%
of smartphone owners say
they use all the functions of
their smartphone—to such an
extent that they say, “It’s my life.”
© 2011 ExactTarget | www.ExactTarget.com/sff 7
- 8. the smartphone’s big five
Five common smartphone functions are far-and-away the most popular among smartphone owners:
1 Calling 2 Texting
It’s true! People actually use their Texting seems to be something of
smartphones to make phone an “all or nothing” proposition—
calls. In fact, calling is actually the people who text tend to do so
most common smartphone use. quite frequently.
• 31% of consumers say they use their • 38% of consumers surveyed use their
smartphones to make calls “constantly smartphone to text “constantly throughout the
throughout the day,” while 69% make several day,” and 67% say they text at least several times
phone calls each day. In total, 87% report making per day. A total of 78% report texting at least once
at least one call per day. per day.
• Women 18-24 are actually the least likely to • Only 6% report texting less than once a month.
use their smartphones for calling—only 56% say
they make calls at least several times per day.
“I use all three of these (Facebook, Twitter, and Email).
up with my huge family and all my friends, lol). Of course
8 © 2011 ExactTarget | www.ExactTarget.com/sff
- 9. 3 Email 4 Internet 5 Facebook
Email is the third most common Web browsing on-the-go is Although not as popular as the
among smartphone activities. also a common activity among smartphone functions mentioned
smartphone owners. previously, Facebook is the only
• More than half of consumers
social media outlet used by a
(53%) use their smartphone to • 18% of smartphone owners
majority of smartphone owners on a daily basis.
check email at least several times per day. 29% use their smartphones to browse the Internet
report they check email “constantly throughout “constantly throughout the day,” and 58% do so • 17% of those surveyed use their smartphones
the day,” and a total of 66% check email at least at least once per day. to check Facebook “constantly throughout the
once per day. day,” and 35% check Facebook at least several
• Interestingly, web surfing is more common
times a day. In total, 50% check Facebook at
• Although teens are the least likely to check among 18-24 year olds than among their younger
least daily.
email on their smartphones, a majority still do counterparts. This is likely due to the limitations
so regularly. 20% of smartphone-owning teens placed on teens during the school day—it’s • Both men and women check Facebook
report checking email throughout the day, 41% much easier to sneak a text or check an email frequently—approximately two thirds of
check email at least several times per day, and than browse your favorite website. smartphone-owning men and women age 34
65% check email at least once per day. and under use their smartphones to check
Facebook at least once per day.
However, I use Facebook the most—I check it several times a day (gotta keep
I have a Facebook app on my phone, and I can’t live without it.” – Kelsey (female, age 23)
© 2011 ExactTarget | www.ExactTarget.com/sff 9
- 10. emerging mobile activities
As we all know, smartphone capabilities are constantly expanding. New features, Quick Response (QR) Codes and Barcodes
functions, and applications are introduced on a near-daily basis. And although not QR codes—those black-and-white pixilated symbols that seem to be
all of these are readily adopted by smartphone owners, our research shows a few popping up everywhere—are just slightly less popular than check-ins. 24%
front-runners that seem to be gaining popularity. of smartphone owners (10% of the overall online population) report having
Location-Based Services (LBS) scanned a QR code or similar barcode to obtain more information about a
product, business, or event.
“Checking in” using location-based services on a mobile phone is still not a
mainstream activity, but adoption is definitely increasing—and the levels of Comparison Shopping
reported usage are somewhat unexpected. Retailers should take note of this relatively new trend, as consumers are
• 28% of smartphone owners have used their phone at least once to check embracing the ability to compare prices while shopping in a brick-and-
in using location-based services like Foursquare, Gowalla, and Facebook mortar store. 20% of smartphone owners report having done this, and
Places. This represents 12% of the overall US online population. utilization is fairly universal for all consumer groups—both men and women
in all age brackets.
• Women are more likely to use check-in services—37% of female smartphone
owners have checked in, compared to 21% of males. Mobile Coupons
Along the same vein, 15% of smartphone owners (6% of the overall online
• Within the 35-54 age group, 13% of men have ever checked in while
population) report having redeemed a mobile coupon, with women being more
38% of women have done so. The difference is likely due to the fact
likely than men to utilize this capability (18% vs. 12%).
that these women are also in the demographic most likely to consider
themselves “Deal Seekers” (as described in SUBSCRIBERS, FANS, & PUSH NOTIFICATIONS
FOLLOWERS report #3, THE SOCIAL PROFILE). This emerging capability allows companies to send messages directly to their
• This data suggests—contrary to early speculation that check-in services app users, even when the app is closed. Push notifications are especially
would be embraced mainly by young hipsters on the prowl—that deal-seekers useful for conveying timely information like breaking news, exclusive sales,
are now eagerly gravitating to Foursquare and other LBS providers who offer and sports updates.
savings based on proximity.
10 © 2011 ExactTarget | www.ExactTarget.com/sff
- 11. 28% of smartphone owners have used their phone at least once to check in
using location-based services like Foursquare, Gowalla, and Facebook Places.
This represents 12% of the overall US online population.
which of the following things have you done on your smartphone?
Checked the Balance on a Bank Account 34%
“Checked In” Using Location-Based Networking
(i.e., Facebook Places, Foursquare, Gowalla) 28%
“Liked” a Company on Facebook 27%
Scanned a QR Code or Barcode 24%
Paid a Bill 23%
Shopped for Competitive Prices While in a Store 20%
Shared an Article via Email 20%
Read a Book 17%
Watched a Movie or TV Show (e.g., Netflix, Hulu) 16%
Checked in for a Plane Flight 15%
Redeemed a Mobile Coupon 15%
Purchased Tickets to an Event 12%
Rated a Restaurant 11%
Shared an Article via Twitter 5%
© 2011 ExactTarget | www.ExactTarget.com/sff 11
- 12. PUrchasing
behavior
Calling and texting and surfing the Web…It’s all well
and good, but as marketers, we want to know three
things about consumers in the mobile marketplace:
• Who’s buying?
• What’s prompting them to buy?
• How are they making the purchase?
Overall, 16% of smartphone users say they’ve
made a purchase as the result of a marketing
message they received on their smartphone.
Android users are the most likely to report
making a purchase after receiving a message on
their smartphones (21%), followed by Windows
smartphone owners (19%), iPhone owners (17%),
and Blackberry users (10%).
When it comes to figuring out the types of
messages that are most likely to drive purchases,
four sources lead the way: email, text messages,
Facebook, and shopping-related apps (e.g., apps
specific to Amazon, eBay, Groupon, etc.).
• Without question, email is the most
effective mobile purchase trigger.
Marketing messages delivered through
email and read on a smartphone have
driven more consumers to purchase than
any other method. 55% of those who’ve
made at least one purchase based on a
mobile message report acting on an email.
• Text messaging (41%), Facebook (35%), and
shopping apps (32%) also show a strong
ability to drive purchasing behavior.
12 © 2011 ExactTarget | www.ExactTarget.com/sff
- 13. HOW did you receive the message(s) that led to the purchase?*
Email 56%
Text Message 41%
Facebook 35%
Shopping Related Application
(e.g., Amazon, eBay, Groupon) 32%
Twitter 20%
Telephone 18%
Location-Based Social Networking
(i.e., Facebook Places, Foursquare, Gowalla) 15%
Non-Shopping Related Application
(e.g., Game, News, Weather) 11%
*Percentages are based on the 16% of consumers who have completed a purchase as
a direct result of a marketing message received on their smartphone.
When it comes to figuring out the types of messages that are most likely to drive
purchases, four sources lead the way: Email, Text Messages, Facebook, and
Shopping-Related Apps (e.g., apps specific to Amazon, eBay, Groupon, etc.).
© 2011 ExactTarget | www.ExactTarget.com/sff 13
- 14. how CONSUMERS MAKE SMARTPHONE-PROMPTED PURCHASES
Some interesting and unexpected data surfaces when we investigate the ways purchases can be difficult and expensive, so misattribution will likely continue to
consumers choose to complete their smartphone-prompted purchases. plague mobile marketers.
Through the Smartphone In Person
More than half of the 16% of consumers who’ve made a purchase after receiving 35% of these consumers (about 5.5% of all US mobile consumers) report
a mobile message (about 9% of the total US online population) report that they’ve completing their purchase in person. This aligns closely with the original notion
completed at least one purchase on their smartphone itself. (This includes of mobile shopping, in which people could receive messages on the go, and
purchases made through the smartphone’s browser, directly through an app, or these messages would prompt a visit to a physical store where the purchase
through the app store.) This is a critical point for marketers, as it illustrates could be completed in person.
how consumers’ comfort level with mobile purchases is increasing, while
It’s both fascinating and instructive to explore the correlations between how
also highlighting the fact that people who buy as a result of mobile messages are
messages are received and how purchases are completed. By looking at how
likely to complete these purchases through multiple channels.
messaging channels and purchasing channels line up, we gain insight into the
On a Computer specific types of messages that are likely to drive specific types of purchases.
43% of these consumers (about 7% of all US mobile consumers) have completed Email Messages
their purchase on a desktop, laptop, or tablet computer. This makes tracking
Email is most likely to drive purchases either through a browser (the smartphone
purchases very difficult, as many effective marketing messages received on
browser or a computer browser) or through the app store (as when companies
smartphones are leading to purchases from a computer—a fact that may be
promote the launch of new smartphone applications). Email isn’t as effective at
causing marketers to unfairly attribute purchases to search or direct navigation
driving in-person or in-app purchases.
activity. Unfortunately, the analysis necessary to properly attribute these
14 © 2011 ExactTarget | www.ExactTarget.com/sff
- 15. 43%
Through the App Store on my Smartphone
Called the Company to Place the Order
35%
Through an App on my Smartphone
Facebook and Twitter Messages 34%
Web Browser on my Smartphone
Both Facebook and Twitter tend to drive purchases that can easily 31%
In Person (e.g., In a Store)
be tracked on the phone itself, including purchases made through
the smartphone browser, through apps installed on the phone, and
On my Computer
through the app store. People who act on Facebook and Twitter
messages are less likely to go back to their computer to complete
19% 18%
the purchase—and neither of these platforms is as effective at
driving in-person purchases.
Text Messages
Text messages are the most likely to drive in-person purchases—
even more so than messages delivered through location-based
social networks like Foursquare and Gowalla. A well-timed text can
drive store traffic—but marketers should use restraint with this tactic,
as texting is still considered a sacred space by many consumers.
Apps
There’s no doubt about it—apps drive purchases through apps.
Apps represent a closed system on the smartphone, and messages
delivered through apps don’t tend to prompt purchases through
other channels. However, in-app purchases have the distinct HOW DID YOU COMPLETE THE PURCHASE?*
advantage of providing simple, straightforward purchase tracking.
*Percentages are based on the 16% of consumers who have completed a purchase as a
direct result of a marketing message received on their smartphone.
Email is most likely to drive purchases either through a browser or through the
app store. Email isn’t as effective at driving in-person or in-app purchases.
© 2011 ExactTarget | www.ExactTarget.com/sff 15
- 16. DECLARATION OF APP DEPENDENCE Do shopping apps
Smartphone owners are notoriously “app-happy.” It seems there’s an app—or twenty—for
every possible need, and every smartphone owner has a few favorite apps they just can’t
cause people to buy
live without.
more, or are the people
Half of all smartphone owners have more than ten apps on their phones—iPhone and
Android owners lead the way with an average of 24 and 21 apps, respectively. In contrast, who install these apps
Blackberry owners average only nine apps—a figure that may be explained by the fact that
relatively few apps are available on the Blackberry platform. already predisposed
Shopping apps have become increasingly common as smartphones gain
popularity. 56% of smartphone owners have at least one shopping-related
to purchase?
app on their phones, and 15% have more than five shopping apps currently
on their phones. Not surprisingly, those who install shopping apps are also
the most likely to have ever made a purchase using a smartphone.
• Only 2% of people with no shopping apps installed on their
smartphones report having ever made a purchase as the result of a
message they received on their smartphone.
• Among people who’ve installed six to ten shopping apps on their
smartphone, 39% report having made a purchase because of
something they saw on their phone.
• 70% of people with 11 or more shopping apps on their phone report
having made a purchase.
The big question is… which is the chicken and which is the egg? Do shopping apps
cause people to buy more, or are the people who install these apps already predisposed
to purchase? While we can’t get a definitive answer from the data collected, it’s logical
to assume that a bit of both are true. People who install shopping apps are by nature
“handraisers,” who identify themselves as mobile shoppers when they download and
install these applications. Nevertheless, shopping apps provide a convenient purchasing
channel; as a result, handraisers are likely buying with greater frequency.
16 © 2011 ExactTarget | www.ExactTarget.com/sff
- 17. Disuse
“Apptrophy”
While our survey results are in line with
other smartphone research, there are some
differences worth noting. Our survey asked
about currently installed apps, which yielded
an average of 24 for iPhone users and 21
for Android users. By contrast, Nielsen’s
September 2010 report asked about the
number of apps downloaded—which
yielded an average of 40 for iPhone users
and 25 for Android users. The difference
suggests that consumers download far
more apps than they ultimately keep.
Whether through deletion or disinterest,
this “apptrophy”—the death of an app due
to consumer disuse—is clearly a challenge
for app developers. It’s not enough to get
the download. Companies that rely on apps
as a critical part of their business must also
get permission from purchasers to continue
communications through other channels.
While in-app communications reach
only active app users, email, text, and
smartphone “push” notifications reach both
active and inactive users, giving developers
the ability to increase app usage and upsell/
cross-sell other products. In the increasingly
crowded space of the smartphone (and
tablet) screen, developers who engage
in direct, out-of-app communications
with their customers will have a distinct
advantage over those who don’t. The cure
for apptrophy begins with YOU!
© 2011 ExactTarget | www.ExactTarget.com/sff 17
- 18. IMPACT
ON EMAIL,
FACEBOOK,
& TWITTER email facebook twitter
Despite the fact that consumers Similarly, use of Facebook— With its real-time nature, Twitter
By their very nature, smartphones put
tend to view email as a means whether as a social tool or a time- is a natural fit for smartphones.
the internet in your pocket and the world
of conducting more “formal” or filler—goes up with the purchase And while cause-and-effect is
at your fingertips. With such power in
important communications, email of a smartphone. Those with unclear (are Twitter users more
the palm of your hand, it’s no wonder
usage increases with the purchase smartphones are: likely to own smartphones,
consumers rely on these tiny devices
of a smartphone. Those who have or are smartphone owners
for every aspect of daily digital life. In • Twice as likely to check
a smartphone are: more likely to use Twitter?), it’s
keeping with the SUBSCRIBERS, FANS, & Facebook “constantly
no surprise that smartphone
FOLLOWERS focus of this research series, • 47% more likely to throughout the day”
owners are the most avid
we asked consumers to tell us about the check email “constantly • 58% more likely to check users of Twitter. Those with
impact smartphone ownership has had on throughout the day” Facebook at least several smartphones are:
their use of Email, Facebook, and Twitter.
• 30% more likely to check times a day
email at least several times • Five times more likely to
At a high level, smartphones are • 44% more likely to check
a day check Twitter “constantly
driving increased utilization of digital Facebook at least once a day
throughout the day”
communication across every channel. • 8% more likely to check
Email, Facebook, and Twitter are all seeing The impact of smartphones on • More than three times
email at least once a day
increased activity due to the convenience Facebook use is less dramatic more likely to check Twitter
and immediacy afforded by smartphones. Interestingly, this trend is even more for teens, although teens with at least several times a day
pronounced among teens. While smartphones do check Facebook
ª More than twice as likely to
teens are likely to check Facebook more often than those without.
check Twitter at least once
“I use Twitter almost slightly more often than they check
their email, smartphone ownership
(80% of teens with smartphones
report checking Facebook at
a day
exclusively on my increases teen utilization of email
dramatically. While only 50% of
least daily, as compared to 69%
for those without a smartphone.)
While the overall impact of
smartphone ownership is
phone. It just seems teens without smartphones check
email at least once a day, 77% of
This may be due, in part, to the
important role of Facebook in
even more dramatic for Twitter
than Email or Facebook, it’s
more immediate that teens with smartphones do so. In
fact, teens with smartphones are
teens’ social lives, which makes
them likely to check Facebook
important to keep the relative
numbers in perspective,
way.” – Michael (male, age 20) nearly as likely to check email every
day as they are to check Facebook
regardless of whether or not they
have a smartphone.
as Twitter’s user base is
significantly smaller.
every day (80%).
18 © 2011 ExactTarget | www.ExactTarget.com/sff
- 19. Multi-Channel Approach Helps Scotts Customer Base GROW
Through their innovative multi-channel features and benefits of the email program, giving
marketing program, Scotts Miracle-Gro has them a reason to sign up.
achieved remarkable growth in customer
Scotts invites Facebook fans to become email
engagement and loyalty. Their creative use of
subscribers by incorporating registration info on
email, social media, SMS, and mobile apps
their company Facebook page—and 50% of
has helped them become—and remain—the
fans convert!
world’s largest marketer of branded consumer
lawn and garden products, with an email Scotts has also entered into a unique partnership
subscriber base in the millions. with Major League Baseball. In addition to
allowing customers to buy the same grass seed
“Email is the backbone of our marketing
that’s used in their favorite ballpark, Scotts
program,” says Kip Edwardson, Director of
is able to connect with fans on-site at
Interactive Marketing at Scotts. “We’ve got
baseball stadiums across the country
proven ROI on our email program, so our
using big screen video vignettes and
overarching goal is to get people signed up for
SMS text-in registration campaigns.
email by any means necessary.”
Need personalized lawncare advice on
That proven ROI is no accident. Scotts’
the go? Scotts has an app for that! The
robust monthly email program includes
My Scotts Lawn app provides personalized
highly personalized content based on the
advice based on location, a custom lawn care
consumer’s grass type, geographic location,
calendar, links to coupons and offers, access to
and any self-identified weed or insect
live customer care, and much more. The app has
problems. In addition, Scotts sends seasonal
been wildly successful—in fact, users spend an
reminder emails designed to drive repeat purchases, and
average of seven minutes on the mobile app.
other timely messages that create cross-sell opportunities for plant
food, weed killer, grass seed, and other products. “For us, it’s all about giving people what they want
through their preferred communication medium,”
With so much riding on email, Scotts understands the importance of
Edwardson tells us. “For many people who like Scotts, email is enough.
making it easy for customers to register for their email program through a
Others who REALLY like Scotts will download our app. Then there are
variety of channels.
those people who just rely on our robust web content. And those are all
On the Scotts website, visitors receive detailed information about the just fine with us—as long as they keep buying Scotts.”
© 2011 ExactTarget | www.ExactTarget.com/sff 19
- 20. THE EVOLUTION OF MOBILE EMAIL
You thought it was tough competing for mindshare email. So we decided to evaluate today’s mobile improvements in smartphone technology and user
when laptops were a novelty? Today, your messages email experience relative to the user experience in experience are creating greater parity between
are vying for attention on a device that supports not the recent past. We asked our survey participants to mobile devices and desktop/laptop computers.
only email, but also text messaging, web browsing, rate the degree to which they agree or disagree with
social networking, shopping, gaming, and endless the following statements—the same statements we 2 “I spend less time looking at an individual
email on my mobile device than I would
other attention-grabbing applications. The good asked about in June 2009, just two short years ago.
if I looked at the same email on my desktop/
news is, smartphones make it possible to reach your
“My use of email on a mobile device laptop computer.”
subscribers via email anytime, anywhere. The bad 1 differs significantly from my use of email
news is, now you’re trying to get your message across In 2009, 67% of people agreed that the time spent
on a desktop/laptop computer.”
on a screen that’s roughly the size of a Post-It note! looking at an individual email on their mobile devices
In June 2009, 64% of survey respondents agreed was less than if they looked at the same email on a
We’ve already noted that smartphone ownership
that their use of email on a mobile device was computer. In 2011, that number dropped to 44%.
actually drives increased usage of mobile email—but
significantly different from their use of email on a
why? And how can marketers use this development First, this suggests that the improved user interface of
desktop or laptop computer. In response to that
to improve their interactive marketing strategy? mobile email is prompting people to spend more time
same statement in May 2011, only 51% agreed.
looking at individual emails on their mobile devices.
Given the recent improvements in smartphone text
While there are still differences in how people use Second, it suggests that while some people may still
entry and navigation, we speculated that an improved
email on a smartphone versus a computer, the treat mobile email as a tool for inbox triage and quick
user experience may play a role in the growth of mobile
20 © 2011 ExactTarget | www.ExactTarget.com/sff
- 21. check-ins, this is becoming less common as more and
more smartphones become a primary email device.
This is further evidence that smartphones are no
longer viewed as an email triage tool. Instead,
4 “I am as likely to read commercial email
(such as newsletters, promotions, etc.) on
smartphone users increasingly address emails at my mobile device as I am on my laptop or desktop.”
This is especially significant from an email design
the point of exposure (i.e., on the smartphone) rather
perspective. Many companies are seeing up to There was relatively little change in how consumers
than waiting until they’re on their laptops, as in years
30% of their emails opened on smartphones. responded to this statement. In 2009, 53% disagreed
past. Smartphones have become an efficient means
Consideration for the small screen is no longer with this statement, while in 2011, 48% disagreed.
of both receiving and responding to email—and the
optional for email designers—it’s a necessity. Despite improvements to the user interface, people still
user experience on a smartphone has improved to
won’t spend as much time reading commercial email
the point that it’s no longer worthwhile to wait and
3 “I flag or note (mentally or otherwise) email
I read on my cell phone with the intent of act on the email from a desktop/laptop.
on their smartphones as they will on their computers.
looking at it later on a desktop/laptop computer.” This emphasizes the importance of email design
It’s still important for designers to consider the
that renders well regardless of the device used
In 2009, 59% of people agreed that they use their laptop/desktop experience when designing emails.
to open the email. Email design must be cross-
smartphones as a mental note or flagging tool for While users are more likely to deal with email at the
platform compliant—ensuring that the design is
emails, with the intent to respond later when they had initial point of exposure, they may access the same
engaging and readable whether it’s viewed on a 21”
a chance to open their laptop or sit in front of their email from both a computer and a smartphone.
monitor or a 2.5” smartphone screen.
desktop. In 2011, that number dropped to 38%. (This is cloud computing at its finest!)
© 2011 ExactTarget | www.ExactTarget.com/sff 21
- 22. MOBILE DEPENDENCE DAY
Are you getting dirty looks (or worse) from your significant
other because your phone is permanently affixed to your hand?
Finding yourself more interested in your text conversation than
the live one taking place around you? Waking up throughout the
night to check your email?
You’re not alone. You’ve experienced your own personal Mobile
Dependence Day—and once you’ve crossed that line, it seems
there’s no going back.
People have undeniably become dependent on (or even
addicted to) their smartphones, finding it nearly impossible
to “unplug.” As we move into the heart of the summer travel
season, more and more of us will discover that “vacation” just
doesn’t have the same meaning it used to.
To put this dependence in perspective, we decided to find
out what people would be willing to give up in order to keep
their smartphones. In a “desert island” scenario, we asked
survey respondents to tell us whether they would choose their
smartphone over various other modern amenities, including
their car, refrigerator, HDTV, and more.
“I am constantly on both Twitter and Facebook and at the computer or my
phone pretty much all day. I cannot even guess how many times I check or
post because it is constant. I look at email every time I get the alert. I check
in on Twitter whenever I can, or when I get a new follower or new reply. That’s
mostly on my phone…Definitely this addiction is growing.” – Judi (female, age 32)
22 © 2011 ExactTarget | www.ExactTarget.com/sff
- 23. Percentage of people who would keep
their smartphone over the following items
Game Console (e.g., Xbox, Playstation, Wii) 72%
Tablet Computer 69%
Dishwasher 46%
Laptop Computer 40%
Microwave 34%
Cable/ Satellite 32%
TV Programming
HD Television 32%
Refrigerator 13%
Car 8%
© 2011 ExactTarget | www.ExactTarget.com/sff 23
- 24. ly items that won out
s (age 15-17), the on
:
highlights
Among teen
d
r car, a refrigerator, an
nts said they over the smartphone were thei
2% of all responde ne over
artpho
would keep their sm among teens, 16% w
ould
ing their car, satellite TV. H Even
anything else—includ cable/
visi on, cable or
refrigerator, HD tele e ultimate symbol
ing, microwave, keep their smar tphone over a car—th
satellite TV programm r, tablet
shwashe
laptop computer, di the choice between
ming console. ult freedom! H Given
computer, and ga of young ad
just smartphone
These folks aren’t rator, 46% of teens wou
ld
dependent—th ey’re addicted! their sm artphone and a refrige
artphone. H
in order to keep their sm
s would give up Xbox
eat out indefin itely. H 72% of teen
eir beloved phone.
row ave burritos to keep th
addictive flavor of mic
70% of te ens would forego the
markable dedication to
on ses, but both show re
red slightly in their resp
H Adul t men and women diffe their
smartphone to watch
en would give up their
of men and 65% of wom
the creature comforts: 74%
ne for a fridge
ld ha nd over their smartpho
. H 85% of men wou
favorite TV sh ows in high definition
top priority for both
e roadtrip is evidently a
95% of women. H Th
to keep th e beer cold—as would
vor of a smartphone.
H
ld give up their car in fa
and 3% of women wou
gender s—only 10% of men
24 © 2011 ExactTarget | www.ExactTarget.com/sff
- 25. Among teens
(age 15-17), the
only items that
won out over
the smartphone
were their car, a
refrigerator, and
cable/satellite TV.
Even among teens,
16%
would keep their
smartphone over a
car—the ultimate
symbol of young
adult freedom!
© 2011 ExactTarget | www.ExactTarget.com/sff 25
- 26. conclusion
Mobile Dependence Day has arrived, at least for a significant percentage Ongoing evolution of devices and networks will continue to
of US consumers. So now what?
6 shape mobile marketing. Domination by smartphones seems
almost inevitable in the near future, but consider this…
It’s easy to get caught up in the statistics, but the key takeaways for
marketers are pretty simple: If US mobile carriers continue their move away from unlimited data
plans, consumers will likely become more conscious of their usage
Mobile is not a channel. As explained earlier, mobile is a series
1 of platforms that allow for on-the-go communications through
and conservative in their use of data-heavy mobile activities like web
browsing and shopping. As a result, marketers should be HUGE
Email, Facebook, Twitter, SMS, apps, etc. When developing your mobile
proponents of more liberal data plans, broader Wi-Fi networks, and any
strategy, remember that each of these channels plays an important role.
other measures that would ensure that mobile dependents continue
Email, Facebook, and Twitter are more important than ever. to have the level of connectivity they desire. The greater the mobile
2 With their convenience and immediacy, smartphones are driving connectivity and reach for consumers, the better marketers will be able
increased utilization of Email, Facebook, and Twitter. These channels should to use mobile platforms to drive the interactions that translate into sales
be major components of your interactive marketing strategy—but remember opportunities—across both online and offline channels.
to consider both the mobile and traditional user experience of each.
3 Comprehensive planning is critical. Today’s consumers
aren’t committed to one method of viewing—or acting
on—messages, so marketers must respect the variety of mobile
experiences and meet people where they are. That means designing “I have apps for Facebook, Twitter, and
for both the small screen (smartphones) and the large screen
(laptop, tablet, or desktop). Similarly, smartphone owners are making email on my phone, and I check them
purchases on their phones AND online AND in stores. Make buying
easy for them, regardless of how they choose to purchase.
throughout the day. I check Facebook
Fight apptrophy! Smartphone users love apps—but they vie for
4 attention in a very crowded screen. Creating an app and getting
downloads is not enough—your strategy should include ongoing email
every two hours. I check Twitter every
and text communications to foster repeat engagement with the app and
increase your ability to upsell/cross-sell. half hour for news and sports updates,
5
We’re in a period of transition—albeit rapid transition. Just
because YOU have a smartphone doesn’t mean everyone has
and my email every two hours or so.”
one. Smartphone owners are still the minority—at least for now—so don’t
forget to include texting to/from feature phones in your strategy to reach – Gordon (male, age 27)
the mobile masses.
26 © 2011 ExactTarget | www.ExactTarget.com/sff
- 27. Ongoing evolution of devices and networks will continue to shape mobile
marketing. Domination by smartphones seems almost inevitable in the
near future....
© 2011 ExactTarget | www.ExactTarget.com/sff 27
- 28. reach Mobile-dependent customers
anytime, Anywhere!
As consumers become more dependent on their smartphones, they
increasingly expect information—including marketing messages—to be
portable. So you need to meet consumers wherever they are—at home, in
the office, or on the go. You need a mobile solution that’s sophisticated, yet
easy to use. You need ExactTarget Mobile.
From SMS to full campaign support, ExactTarget Mobile makes it possible
to execute mobile programs using the same data set as your email, social,
and website programs. Maximize the value of your data, boost your ROI,
and reach your mobile-dependent customers with ExactTarget Mobile!
Learn more at www.exacttarget.com/mobile
This document may not be copied without the prior written consent of ExactTarget. © 2011 ExactTarget.