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Mobile Marketing

e-Strategy Trends’ continually-updated collection of mobile marketing research, statistics and trends for marketing, public relations, advertising and strategic communications professionals.

Passenger Tablet Use By Transportation Mode [CHART]

via The data shows that travelers are increasingly abandoning simple, audio-oriented activities in favor of devices with LCD screens that allow for surfing the web, watching movies, listening to music and reading books. Over the past two years, audio usage fell from 9.1% of passengers on commercial flights to 5.2%. Tablets, in particular, account…

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Mobile Search Ad Spending, Jan-Dec 2011 [CHART]

via According to March 2012 data from online advertising management platform Marin Software, paid search spends share of US mobile advertising continues to climb. In January 2011, paid search accounted for 3.4% of US mobile ad spending. By December 2011, that share rose to 8.7%. Read the rest at eMarketer.

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Real-Time Mobile Activities [CHART]

via Half of all US smartphone users, according to Pew’s data, had used their device in the 30 days prior to the survey to coordinate a gathering. And nearly half had used it to decide whether or not to visit a business like a restaurant. Non-smartphone owners are following this trend to a much…

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Real-Time Mobile Activities, By Generation [CHART]

via Unsurprisingly, millennials are leading this real-time information-seeking trend. The frequent texters and savvy social networkers are using their devices to coordinate plans, find information and make decisions. It’s likely that the Gen X and Boomer generations will catch up with younger consumers, especially as smartphone penetration continues to grow among older consumers. The…

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Location-Based Services Growth [CHART]

via The proportion of smartphone owners who use their device to get directions, recommendations, or other information related to their present location (”location-based information services”) has jumped almost 35% in less than a year, from 55% in May 2011 to 74% in February 2012, according to a May 2012 report from the Pew Internet…

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In-Store Benefits Of Mobile Wallets [CHART]

via If those issues weren’t hard enough for proponents of mobile wallets to overcome, another problem remains: convincing consumers of the overall utility of the technology. About one-third of respondents said mobile wallets would be a more convenient way to pay, with 28% specifically citing coupons sent straight to the phone as an anticipated…

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Smart Phone Messaging Preferences [CHART]

via Despite having the ability to access different over the top (OTT) and instant messaging (IM) services on their devices, SMS is still the clear leader among smartphone owners when it comes to messaging, finds Acision in May 2012 survey results. 91% of the smartphone owners responding to the survey said they actively use…

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Mobile Finance Users By Generation [CHART]

via Consumers who engage with finance content and ads on their mobile devices (”mobile finance users”) are disproportionately young and male, and place a high value on brands, finds Millennial Media [download page] in a May 2012 study conducted in partnership with comScore. While 25-34-year-olds make up only 17% of the mobile audience, they…

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Top Luxury Brand Mobile App Features [CHART]

via Mobile luxury shoppers were most interested in using apps to gain access to discounts. Forty-six percent of those who had downloaded or planned to download any mobile app said they expected a luxury app to provide them with a loyalty program. Early access to sales was the second-highest anticipated app feature, at 45%.…

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