Compete Blog: Smartphone Owners – A Ready and Willing Audience
By Danielle Nohe
Through a special arrangement,
presented here for discussion is a summary of a current article from
the Compete Blog. Compete Inc. is a web analytics company that
focuses on understanding how consumers use the internet.
Years ago, when smartphones were introduced
to the market, they were promoted as devices to help the busy, on-the-go,
business professional. It was a tool primarily made available to access
one’s email, calendar and contacts when away from the desk or travelling.
Today, that is far from the case — they are integrated into the daily
lives of all types of consumers, and Compete is tracking that changing behavior.
The good news for brands trying to market
through the mobile device starts with the amount of time people are spending
on their devices throughout the day. For starters, consumers’ primary
usage of their smartphones is for reasons of personal productivity and
entertainment. In fact, when asked how much time is spent on personal use
(with the remaining being on business), 74 percent of smartphone owners
indicated they are using their device primarily for personal reasons. However,
we wanted to further break out usage, so we asked smartphone owners how
much time is spent on their smartphone at various times of the day. Below
we can look at when, throughout the day, the device is getting the most
It is clear that smartphones are being used
at nearly all points of the day, from the morning train ride into the city,
to the waiting room at the doctor’s office, to texting with friends at
night while trying to understand that week’s episode of Lost.
So while smartphone owners may be always
available, the concern is how receptive these consumers might be to mobile
Looking at top two box results (those selecting
a four or five), we saw consumers were most interested in receiving grocery
coupons (36 percent), scanable barcodes (29 percent), offers to save and
pursue at leisure (26 percent), movie theater offers (26 percent), and
ads via SMS when going by a retailer with a promotion / coupon (21 percent).
The fact that over one in five smartphone
owners would be interested in these top five is very promising for the
mobile marketing industry, considering it is still in its early stages.
Brands need to focus on engaging and driving behavior of these ‘early adopters’
in order to help bring these concepts to mass market.
When do you think mobile advertising will reach mainstream status?
If only a minority currently is interested in grocery coupons and even
less in text message ads when they arrive at a store, how should retailers
and brands be pursuing this opportunity in its early stages?