The growth of smartphones has undoubtedly put new power into the hands of consumers, which can create newer ways for advertisers to communicate with these consumers. However, mobile has not proved to be an easy medium to crack for advertising. Marketers are still grappling with how to study mobile usage behaviour in order to identify ways in which the new age consumer can be engaged, and successful mobile advertising can be seen.
IPG Mediabrands’ agency Initiative attempted to answer some of these questions in its recently released ‘Mobile Experience Study’. The study identifies four native mobile experiences that the agency believes are building blocks for successful mobile advertising strategies.
These four native behaviours, which the study believes is consistent across markets, included connecting, socialising, entertaining and shopping.
Remember, it’s a phone, but much more
Connectivity remains a critical part of the smartphone user experience with 32 per cent of respondents listing emailing and voice talk as a primary usage for their phone. However, one of the most notable insights for marketers was that 71 per cent of people claimed to have a branded application on their smartphone with 67 per cent checking it daily. Another important statistic for retailers was that across the world 25 per cent of respondents claimed they use their smartphone to post updates or comments on what they are buying.
Living in the here and now
Of all the applications, consumers have on their smartphones, the most popular are social apps with 41 per cent of people surveyed stating they now use their smartphone primarily for social networking. This point is illustrated when we look at mobile’s impact on journalism. The emergence of ‘live reporting’ allows people to report in the moment, what’s going on in their lives. This presents marketers with tremendous potential to build on this by creating in-the-moment social surges. Brands now have the ability to live in the here and now and become integrated into the consumer’s new mobile world.
Embrace new mobile mindsets
In order to exploit opportunities on the smartphone to their fullest, marketers must embrace two new mobile mindsets: boredom and multitasking. Usually the enemy of advertisers, the survey found that smartphones actually become more powerful when people are bored as they look for entertainment to pass the time. Likewise, the research discovered certain subject matters mobile users enjoy discussing most via their device with 54 per cent of people talking about TV shows, 22 per cent doing so more than once a week and 58 per cent talking about brand ads. Gaming also was important with 44 per cent of survey respondents claiming they play games at least once a day.
The final native mobile experience found was the role played by the smartphone in shopping behaviour. While there are naturally variations across different markets, it is essential that marketers take note of the gains that can be made from the mobile phone serving as the only touchpoint that connects what happens before people go in store, to the point of sale.
The research showed that the more people browse on mobile, the more they shop on mobile. Interestingly, more than 50 per cent of shopping that is done via mobile is done while people are relaxing at home, presenting an opportunity for marketers as it allows them to connect all four of the native mobile experiences outlined in the study.
The 2013 results demonstrate that smartphones are taking a central role in the average consumer’s life and activities. Initiative published its first Mobile Experience Study in 2010. The 2013 iteration of the survey used the firm’s proprietary online consumer panel of 13,000 active smartphone users from countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Russia, South Korea, Sweden, United Kingdom and the United States to get a real-time view on how they’re using their handsets.