Getting to Know the Mobile Consumer & Marketing with Location-Based Services

Getting to Know the
Mobile Consumer
& Marketing with
Location-Based

Services by Adam Helweh
of Secret Sushi Creative Inc.

Hi! I’m Adam Helweh
Founder and CEO of Secret Sushi
Creative, a strategic design, digital
and social media marketing
agency.
Enough with the introduction.
You’re here for the presentation!
Let’s get started

www.secretsushi.com | Adam@secretsushi.com | @secretsushi

Let’s ﬁrst agree ... Tablets
Smart
The term “Mobile Device" Phones
refers to smartphones,
tablets and some
times E-readers.
Mobile Devices
Although technically
“mobile”, laptops
are considered
mobile computers. Laptops
Desktops

Not Mobile


Mobile internet usage is expected to surpass
desktop internet usage by 2015.*

Desktop Internet Users Mobile Internet Users
2,000 *Source: IDC (idc.com)
September 2011

1,500
Internet Users

1,000

500

0
2007 2008 2009 2010 2011 2012 2013 2014 2015

Let’s focus on
smartphones
for the rest of the
presentation


Cheaper smartphones and
more affordable data plans
have contributed to an ...
$$$
Device & Data

89%
increase in mobile data
usage from 2011 – 2012

Smartphone Sales

$
491 145
million million
smartphones sold worldwide in
smartphones sold in

2011 Q1 2012


Who
is the Mobile
Customer?


Gender:
Smartphone population is ...

50.9% 49.1%
Females Males

Source: Pateerson, Sean, “Nielsen Takes a Look at
Smartphone Demographics,” May 7, 2012
http://www.webpronews.com/nielsen-takes-a-look-at-
smartphone-demographics-2012-05


Age:
Heaviest overall audience
concentration is ...

... between
the ages of

25-44

Source: Pateerson, Sean, “Nielsen Takes a Look at
Smartphone Demographics,”
May 7, 2012
http://www.webpronews.com/nielsen-takes-a-look-at-
smartphone-demographics-2012-05


Income:
50% of smartphone users
reside in households with ...

... income of
$75,000 +

Source:
Radwanick, Sarah, Comscore Press Release, June 8, 2012.
http://www.comscore.com/Press_Events/Press_Releases 2012/6/
Majority_of_Tablet_Users_Watch_Video_on_their_Device


Ethnicity:
Minorities are far more likely than white
Americans to use smartphones.

67% of Asian Americans
57% of White Americans
54% of Hispanic Americans
45% of African Americans
0% 25% 50% 75% 100%

Source:
Radwanick, Sarah, Comscore Press Release, June 8, 2012.
http://www.comscore.com/Press_Events/Press_Releases 2012/6/
Majority_of_Tablet_Users_Watch_Video_on_their_Device


Let’s talk about
Location-Based

Services

What is a location-based service?
Location-based services (LBS for short) are a set of
application services and data that provide location
based, geographic and often real-time context
to a computer application.

Most commonly used on mobile devices, these
services might help you identify a location, ﬁnd a
friend, track an experience or become notiﬁed of a
nearby offer.

Enablers of
Location-Based
Services:
๏ On-board GPS
๏ Small Form Factor
๏ Persistent
Connectivity

Location-Based Behavior:

74% of smartphone owners use their phone to
get real-time location based information.
?

61% of smartphone owners then
called that business.
555-1234

59% of smartphone owners then
then visited that business.
$23.95

0% 20% 40% 60% 80% 100%

Source:
Pew Research
, Three-quarters of smartphone owners use location-based services, May 11, 2012.
http://pewinternet.org/Reports/2012/Location-based-services.aspx


Real-Time Location-Based Information Sources:

Business Directories

Mapping Services

Search Engines

Social Networks


Location-Based Behavior:

18%
use a social location-based
service to “check in” to
certain locations or share
You Are
Here
their location with friends.

Source:
Pew Research
, Three-quarters of smartphone owners use location-based services, May 11, 2012.
http://pewinternet.org/Reports/2012/Location-based-services.aspx

Popular location-based uses and applications:
Loyalty & Incentive Programs


Search & Discovery


Location-Based Offers/Deals


Location-Based Mobile Photo Apps


Assisted Social Serendipity


Location Targeted Listening & Monitoring


Visit shopkick.com for a tour of the in-store app experience.


Synch your eligible American Express Card securely to Foursquare.

https://sync.americanexpress.com/
Video: http://youtu.be/gPsm2PTbV_c


Then get access to special offers when you check-in to business
and use your American Express card to pay.


American Express has created the most engaged presence of any
ﬁnancial company on Foursquare.


Questions?
Want to talk?
adam@secretsushi.com
(408) 786-9556
www.linkedin.com/in/adamhelweh
@Secretsushi


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