Consumer products marketers—including food, beverage, liquor, quick-service restaurant brands, household products, personal care, pet and apparel brands—have thrown their hats into the mobile app ring. For many marketers, apps are becoming a constituent part of an existing mobile marketing and media strategy.Want to find a recipe for a 30-minute meal' Chances are there is an app for that. Need to convey an apology through a virtual kiss' Yes, there is an app for that. And if your trousers sport the telltale signs of last night’s dinner, there’s an app for that, too. There are now numerous mobile apps that fill utilitarian needs, serving up informative tips and educational bits, plenty that offer pure entertainment and others that hover in between.An overwhelming 64.8% of marketers and publishers reported planning to invest in mobile apps this year, according to a December 2009 survey conducted by DM2PRO and Quattro Wireless. Mobile phones and devices play an important role in consumers’ lives and are spurring the growth of mobile apps.Consumer products brands desire closer relationships with their customers and the opportunity to invite them into personal exchanges and immersive experiences. But brands need to develop apps that are useful and valuable. The right kinds of mobile apps tethered to social media can move consumer products marketers closer to their goals.Key questions this report answers:Why do consumer products marketers need mobile apps'How are consumer products marketers using mobile apps, and what are the related opportunities'What are the best practices for devising a mobile app strategy'What should brands keep an eye on in the quickly evolving mobile landscape'  

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Mobile Apps and Consumer Products Brands
Published on March 2010
Report Summary
Consumer products marketers—including food, beverage, liquor, quick-service restaurant brands, household products,
personal care, pet and apparel brands—have thrown their hats into the mobile app ring. For many marketers, apps are
becoming a constituent part of an existing mobile marketing and media strategy.
Want to find a recipe for a 30-minute meal' Chances are there is an app for that. Need to convey an apology through a virtual kiss'
Yes, there is an app for that. And if your trousers sport the telltale signs of last night’s dinner, there’s an app for that,
too. There are now numerous mobile apps that fill utilitarian needs, serving up informative tips and educational bits, plenty that offer
pure entertainment and others that hover in between.
An overwhelming 64.8% of marketers and publishers reported planning to invest in mobile apps this year, according to a December
2009 survey conducted by DM2PRO and Quattro Wireless. Mobile phones and devices play an important role in consumers’
lives and are spurring the growth of mobile apps.
Consumer products brands desire closer relationships with their customers and the opportunity to invite them into personal
exchanges and immersive experiences. But brands need to develop apps that are useful and valuable. The right kinds of mobile apps
tethered to social media can move consumer products marketers closer to their goals.
Key questions this report answers:Why do consumer products marketers need mobile apps'How are consumer products marketers
using mobile apps, and what are the related opportunities'What are the best practices for devising a mobile app strategy'What should
brands keep an eye on in the quickly evolving mobile landscape'
Table of Content
Executive Summary
Publishers and Marketers* in North America Who Plan to Invest in Mobile Apps in 2010 (% of respondents)
Key Questions
Overview
US Smartphone Owners, 2007-2009 (% of total mobile phone subscribers)
Mobile Application Downloads Worldwide, 2008-2013 (millions)
Strategic Considerations
Mobile Channel Used for Mobile Campaign According to Marketing Professionals in North America, January 2010 (% of respondents)
Starting with the Consumer
Apps and the Big Picture
Discoverability
Portrait of the App User
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Mobile Activities of US Mobile Phone Users, by Generation, October 2009 (% of respondents)
Shopping Around
Shopping-Related Smartphone Activities* of US Smartphone Owners, Q3 2009 (% of respondents)
Awareness/Usage of On-the-Go Digital Shopping Technologies Among US Grocery Shoppers, August 2009 (% of respondents)
Yes, We Have an App for That
In-App Advertising
Tying Consumer Products Apps into the Social Graph
The Portable Social Graph
Trends to Watch
Conclusions
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