14 Things You Didn't Know about Mobile

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By Rachel Young, EU Marketing Coordinator
  1. The number of social network users accessing the Internet via mobile phones is increasing. In France, users grew this year by 53.8% and will count for nearly half of total social network users next year (eMarketer)
  2. One in five respondents has made an online purchase on a mobile phone – Harris Interactive (eMarketer)
  3. The number of shoppers interested in receiving promotional texts has climbed. “As of February 2012, 31% of US mobile phone owners who did not already receive SMS message-based marketing said they were at least somewhat interested in such messages, and 10% said they were extremely interested in SMS messages.”– Harris Interactive (eMarketer)
  4. The most popular activity of mobile phone users in actual stores is collecting vouchers for use at the cash register. Mobile couponing (either using or requesting a coupon) is most popular at grocery stores. The more considered the purchase, the more shoppers rely on their smartphones. At electronics stores, users mostly use their phones to read reviews – Nielsen (emerce)
  5. Mobile wallets (for example the Wallet app) are mostly used for small, quick purchases – Google (emerce)
  6. Nearly one-quarter of B2B ecommerce professionals around the world think that the mobile web is one of the most influential touchpoints for their customers – Oracle and Endeca (eMarketer)
  7. Mobile device usage is additive, and marketers should look to build experiences that can easily transition across screens. Each activity should allow a seamless movement from mobile to desktop (eMarketer)
  8. 43% of smartphone owners have used their device to search in response to television ads at least monthly. 40% have searched in response to ads they saw in stores - research from Google, conducted by Ipsos MediaCT and TNS Infratest, March 2012)
  9. Retail locations are the number one single out-of-home place for smartphone owners to take action. Smartphone users mostly research products on their smartphone while either at home (58%) or “on the go” (43%), followed by in a store (31%) - research from Google, conducted by Ipsos MediaCT and TNS Infratest, March 2012)
  10. Android phones and tablets are the largest group of mobile devices of online users (IgnitionOne)
  11. In one year, from 2011 to 2012, the amount of mobile videos viewed worldwide has more than doubled to 280 billion views (Strategy Analytics)
  12. Mobile advertising spend reached about $5.3 billion in 2011 (according to estimates published by IAB and Strategy Analytics)
  13. By 2016, smartphones users are expected to account for 74% of all US mobile phone users (eMarketer)
  14. The screen size of smart devices has little effect on click through rates (CTRs) – Jumptap (eMarketer)

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