Mobile: Are we forgetting to help our clients understand

At the recent MRMW conference held in Amsterdam, Elias Veris from Insites Consulting showed how a mobile MROC application can boost responses and allow observational tasks to be included in community research. In this follow-up article, he discusses how people are using their smart phones and what are the core drivers for using it.

A couple of weeks ago, the MRMW conference took place in Amsterdam. A fine event, with many bright minds talking on how to use mobile as a method. I had the opportunity to present about mobile in MROC’s there too (the presentation is available here) and tremendously enjoyed the discussions I had with many of the other delegates. What struck me however, is how almost all discussions were about the method of mobile, and only very little were about mobile as ‘content’. In other words, how can we in the market research industry help our clients really understand how to use this new era of connectedness in their daily marketing practices?

To kick this discussion off, we have recently conducted a study among 800 + smartphone users in 4 countries (US, UK, The Netherlands and Belgium). Our aim? Finding out how smartphone users use their phone, and what the real drivers are of using it. And, how can brands tap into the power of mobile?


Check the full report here:

Facebook Mobile Hits 543 Million Users [Infographic]

According to Socialbakers’s report, in May, the Facebook Mobile application for mobile devices had 488 million users. Four months later, Facebook demonstrates the power of mobile by hitting 543 million monthly active users out of their 955 million strong Facebook community, resulting in a 57% penetration!

North America continues to be the strongest Facebook Mobile continent with over 161 million monthly active users and South Africa, Nigeria and Japan still rule the ranking of the countries with the highest Facebook Mobile penetration.

Facebook for Android has grown the most in absolute numbers (22.5 million new users) and iPad increased its mobile Facebook base by 45%! Now that Timeline is available for iPad, it will be interesting to see how the numbers grow. Let’s check more Socialbakers’s exclusive infographics!

Mobile Performance Barometer

      313 percent growth in revenues via mobile devices

 One transaction every 15 seconds in Europe via a mobile device

      iPad is the motor for mobile commerce in Europe

Based on over 1,000 advertiser programmes in the European core markets of Germany, Italy, France, Spain, Benelux, Scandinavia and Poland, Europe’s leading performance advertising network shows that mobile commerce is already living reality for consumers. In an annual comparison of 4th quarter 2010 to 2011, there was a 313-percent increase in revenues generated via mobile devices . In 2011, for example, more than two million transactions were made via mobile devices. During the process, a sales volume of 120 million Euro was generated in 2011.

 

 

 

Smartphones Will Generate 25% Of Paid-Search Ads Click By Dec 2012

It’s easy to forget that, despite the massive growth of smartphones in recent years, mobile marketing is still relatively young and marketers are still trying to get to grips with the format. However, its importance for marketers continues to grow and while it’s far too early to say whether it’ll explode like some analysts are suggesting, it’s still a sector that will continue to expand over the coming years. The latest report relating to this, most specifically search advertising, comes from search marketers Marin Software and its report “The State of Mobile Search Advertising In the US”.

As part of their findings, Marin has estimated that by December 2012, mobile devices will account for roughly 25 per cent of all paid-search clicks on Google. Marin also estimate that of the total ad spent that Google will receive, 23 per cent of this will originate from mobile campaigns, 45 per cent of this figures will originate from tablet devices.

Another area that was analysed was the click through rate (CTR) and the cost per click (CPC) across the different devices. For 2011, smartphones had the highest average CTR with 4.12 per cent in comparison to desktops which only had 2.39 per cent, showing that smartphone users were more likely to click on ads. Also the average CPC was found to be cheaper for smartphones too ($0.53 per click), the average CPC for desktops was found to be $0.83 per click.

However the parts were smartphones begin to falter is in the conversion and the cost of conversion. Both tablets and desktop computers outperformed smartphones in average conversion rate, (smartphones have an average conversion rate of 2.0 per cent in comparisons to desktop’s 5.2 per cent), as well as having a higher average cost per conversion.

 

However, despite these findings, Marin say that more research and analysis is required before any conclusions can be brought forward:

“Being inherently mobile, smartphones are used differently and many of their conversions could happen in a physical store, making them harder to track. Additionally, the rise of shopping apps makes conversion tracking more complex. As such, the value of smartphone advertising is more dependent on the type of advertiser and product, and marketers should keep an open mind about their efficacy.”

Although it’s hard to say how exactly mobile advertising will pan out, a theory for the higher click through rates could be because that while desktop ads on Google are numerous and smaller, smartphone ads take up the entire screen as Google Ads are usually the first two results you see whenever you search for something.