Every Thrusday I recap 9 mobile & tablet marketing news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore MobiLens service, reporting key trends in the U.S. mobile phone industry during the three month average period ending April 2012. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 25.9 percent market share. Google Android continued to grow its share in the U.S. smartphone market, accounting for 50.8 percent of smartphone subscribers, while Apple captured 31.4 percent.
Like in the early days of e-commerce, there is some confusion as to what m-commerce actually is. The simplest and most accurate description of m-commerce to me is any transaction made from a mobile device, whether this is by SMS, through an application, browser-based or via contactless (NFC).
Longer Internet videos viewing — particularly that of full-length TV shows — continue to climb at the expense of short-form video content. Share of time watched on smartphones grew by 41% in the first quarter 2012, while the share of time watched on tablets grew by 32%.
Facebook’s initial public offering cast a harsh light on its failure so far to monetize its immense mobile audience of 500 million worldwide. But it’s hardly the only company struggling to figure out how to make money off a rapidly growing mobile user base as more and more people adopt smartphones and tablets.
In-store ads drive more mobile response than print. The US is still several years away from seeing a smartphone in every pocket, but the rise of mobile and the fast adoption of smartphones have led to many consumers going everywhere with their very own direct-response tool. With the device, they use calls to action from other media to get more information—and sometimes even make a purchase—immediately, wherever they are.
By now you’ve probably seen the videos of the woman falling into a mall fountain or the guy who comes dangerously close to a bear while walking and texting. You might even have heard about the New Jersey town that will issue $85 fines to people caught with fingers flying as their feet are moving.
Thirty-five percent of mobile users say they don’t want brands communicating with them through mobile social networks, according to a Direct Marketing Association’s Mobile Marketing Council poll. An additional 31% don’t want to communicate with brands via mobile devices. But the number of people who in fact interact with brands via mobile social media (43%) is actually higher than those who say they are happy doing so (23%).
As smartphone and tablet adoption increases, businesses are finding that they have to track and optimize their sites for additional metrics. One key metric for measuring visitor engagement is the time spent on site. Businesses should track time on site by device and optimize for mobile usage. Read full article
But there may be some good news for publishers and advertisers: the number of mobile ad impressions being served to non-phone devices (a category which consists primarily of tablets) is increasing according to Millennial Media’s Q1 2012 Mobile Mix report.