Burson-Marsteller and Proof Integrated Communications report: The State of Mobile Communications

Evidence-Based Communications: The State of Mobile Communications

[object Object],The Evolution of Mobile Consumer use of mobile devices is growing exponentially – much faster than PC or Internet use grew – but U.S. businesses have been slow to take advantage of endless opportunities to optimize stakeholders’ mobile interactions with the brand. Possibilities for interacting with consumers via mobile go beyond delivering content and enabling transactions. Location-based targeting, real-time comparison shopping and QR codes allow businesses to interact with customers in novel ways.

[object Object],And, beyond customer engagement, mobile can make employees work more efficiently – both in and away from the office – by enabling business applications for mobile use beyond just email and calendaring. The first step is to optimize current digital content and communications for mobile use. But, ultimately mobile is about transforming how businesses and their stakeholders interact in a real-time, location-based way.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Trends in Mobile

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],People are Using Mobile Devices for More Than Just Phone Calls Flickr @tak Sources: Pew Research and Mashable

Mobile Use is Growing Much More Quickly Than PCs or Internet Services Did ,[object Object],[object Object],[object Object],[object Object],Adoption of New Technologies (number of users in millions) Sources: Morgan Stanley and Nielsen

[object Object],[object Object],[object Object],Implications

Any Digital Transaction is Possible Via Mobile Mobile users are not passive. They seek information, manage personal finances, interact with others and shop. Sources: comScore

Mobile Shopping Goes Beyond Transactions – It Influences Purchase Decisions ,[object Object],[object Object],[object Object],% Who’ve Used a Smartphone To Purchase… % Reading Product Reviews on Smartphone Before Purchase % Likely to Use Smartphone to Check Competitor Prices iPhone users Android users music books, DVDs or video games movie tickets iPhone users Android users Sources: Mashable and Compete

Mobile Users are Interested in Coupons, As Well As a Range of Promotional Communications ad via SMS when passing a retailer with a promotion barcode on smartphone that is scanned at store ad related to search conducted on mobile browser offers that can be saved and pursued at leisure offers synched to individual schedule movie theater offers/promotions Source: Juniper Research Consumers are not only making purchases on mobile devices, but reading reviews, checking store inventories and checking competitor prices before making a purchase.

Native Applications vs. Web-Based (Mobile Browser) Applications ,[object Object],Advantages of “Native” Applications Advantages of Web-Based Mobile Applications Creates stickiness with the brand, because the app lives on the stakeholder’s phone Can be more easily updated because it does not live on the user’s phone Is very marketable Can be used on any phone (i.e., Native apps are programmed differently for different phones) Easy for the user to access Less costly to update

Native Applications are a Driving Force of Mobile Adoption ,[object Object],[object Object],[object Object],Total Number of Applications Downloaded (in millions) Sources: comScore MobiLens

The iPhone is Currently the Top Device for Downloading Native Applications ,[object Object],[object Object],Sources: Morgan Stanley

Mobile Users are Also Using Web-Based Mobile Applications Yet only 12% of the top 500 internet retailers have sites optimized for mobile phones. Sources: Acquity Group and comScore

[object Object],[object Object],[object Object],[object Object],Implications

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications, continued

[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Users Stay Connected 24/7 on Facebook and Twitter Sources: comScore MobiLens, Facebook, Pew Research

Consumers Who Use Mobile Social Networks are Demographically Favorable ,[object Object],[object Object],[object Object],[object Object],flickr Chappell Studio

[object Object],[object Object],[object Object],[object Object],[object Object],Implications

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Different Strokes for Different Mobile Folks Source: flickr user Batikart Sources: Ruder Finn, Pew Research

African American and Hispanic Mobile Users are Favorable Towards Mobile Shopping access information about an item for potential purchase ,[object Object],[object Object],% Interested in Using Mobile Devices for the Following: Sources: Sterling Commerce, Mobile Marketer

[object Object],[object Object],Implications

Mobile Users Will Share Their Location to Get Local Information and Deals Sources: ChoiceStream and JiWire disagree, 18% ,[object Object]

Mobile Users are Quickly Adopting Location-Based Applications Number of FourSquare and Gowalla Users by City Source: Mashable The popularity of FourSquare, Facebook Places and Gowalla demonstrate mobile users’ willingness to be identified based on their personal location. There were 100 million FourSquare “check-ins” in July 2010. flickr indycolts2k6 ,[object Object]

[object Object],[object Object],[object Object],Not Only Local, But Global flickr Poetic Home Sources: Motally

Mobile Is Generating Revenue ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: ABI research, Juniper, emarketer, Pew Research, Mobile Marketer. PriceGrabber.com

Mobile Users Will Engage With Compelling Mobile Ads ,[object Object],[object Object],[object Object],Your ad here! Sources: Internet Retailer and JiWire

Mobile Users Will Engage With Compelling Mobile Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: Mobile Marketer

SMS Text Messaging is Still Relevant – and Can Drive Revenue ,[object Object],[object Object],[object Object],[object Object],sent text message used a mobile application visited mobile social media site Sources: comScore MobiLens, Red Cross

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications

While Consumers are Engaged, Many Retailers Have No Mobile Presence ,[object Object],[object Object],[object Object],[object Object],Sources: Internet Retailer, Acquity Group, Forrester

Marketers Focus on Customers’ Social Network Activities, But Not Mobile ,[object Object],[object Object],[object Object],marketers integrating social media into email campaigns marketers offering mobile-optimized messages Sources: eROI

Smartphones Have Become a Staple in the Workplace ,[object Object],[object Object],[object Object],[object Object],I can run the app from any location I don’t feel like turning on my computer I need to use the app while commuting I spend time at locations where I can’t use my computer My computer is at work, but I need to run the app away from the office I can run the app more easily and quickly on my smartphone Sources: RingCentral, Nielsen

BlackBerrys are the Most Common But Not Always the Favorite Smartphone ,[object Object],[object Object],[object Object],[object Object],I purchased myself from my company's approved list, 21% I purchased one that my company may not support 23% I selected from company's approved list and company purchased, 22% My company issued it to me, 34% Sources: Forrester

Email is the Top Activity, But More Sophisticated Tasks are Also Possible While email, personal contacts and calendars are the most popular smartphone features used for work, productivity, collaboration and management applications are also used. These apps enable employees to do substantial work tasks while out of the office. productivity applications (i.e. word processing, spreadsheets) emergency/critical response applications team collaboration applications (i.e. Web conferencing, SharePoint) inventory management applications location-based applications (i.e. asset tracking, GIS, AVL) Sources: RingCentral, Nielsen

[object Object],[object Object],[object Object],QR Codes Turn Ads into Real-Time Engagement Opportunities

[object Object],[object Object],[object Object],[object Object],Brands are Using QR Codes to Connect Directly with Mobile Users

Jay Leveton CEO, Proof Integrated Communications 202.530.4696 [email_address] B.L. Ochman Managing Director of Emerging Media 212.614.4984 [email_address] Chris Gee Managing Director of Digital Media 212.614.5093 [email_address] Zach Ambrose Manager of Digital Media 212.614.4119 [email_address] Contacts Ashley Welde Director, Research & Insights 212.614.4924 [email_address] Lauren Papp Client Executive, Research & Insights 212.614.4669 [email_address]

Burson-Marsteller and Proof Integrated Communications report: The State of Mobile Communications

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