Latinosphere: A Young and Mobile Emerging Market | ClickZ

If you are planning to win in a young and emerging market like India or Brazil, you better have a strong mobile strategy (if not, ask Yahoo). The same applies if you want to win in another emerging market, a $1.6 trillion purchasing power segment that is right in your own backyard: the Latino market. It’s because the Latinosphere, Latinos in the age of digital, is a great example of another young and mobile emerging nation.

Throughout the past two years, Giovanni Rodriguez and I here at ClickZ have been discussing how Latinos are set to lead the mobile web. So when last week Zpryme Research released the 2012 Hispanic Mobile Consumer survey with new evidence on this trend, I couldn’t help but write a column on it.

Super Connected Latinos

Hispanics lead mobile adoption: smartphone penetration is 43 percent and tablet penetration is 19 percent among Latinos versus 35 percent and 17 percent respectively among whites according to eMarketer. Zpryme predicts that Hispanics will continue to influence mobile technology markets, estimating that by 2017, 20 percent of tablets and smartphones in the U.S. will be purchased by Latinos.

Regarding access to the Internet, laptops have outpaced desktop PC, 70.7 percent versus 59.1 percent respectively. Nearly half (46 percent) use their smartphone for Internet connection most of the time. Tablets are still behind as a way to access the Internet (19 percent) but rapidly catching up according to the Zpryme study.

Latinos’ Love for Mobile

Email continues to rank number one in online activities, no surprise there. But other activities are getting closer, especially social networking and listening to music as you can see on the chart below.

hispanic-online

Now when it comes to tablets, gaming ranks number one (74.3 percent), followed by email (66.3 percent), search (66 percent), and social networking (55.4 percent). It seems that tablets play a less functional role than smartphones as a great source for entertainment. Actually, 53 percent of Latinos said they preferred to get entertainment on their laptop/smartphone or tablet versus on their TV set.

Mobile Commerce: Myth or Reality?

There’s been a lot of discussion about Hispanics’ willingness to purchase online. And when it comes to mobile shopping, some experts question whether smartphone incidence shouldn’t be related to mobile shopping potential.

According to Jason S. Rodriguez, Zpryme CEO and director of research, “Hispanics’ use of mobile devices and related technologies reaches far beyond games, entertainment, and social media. Increasingly, they will drive demand for new mobile apps that help them manage their finances (pay bills, track accounts, etc.), maintain their lifestyles, and enrich their personal and business relationships.”

The study shows that 37 percent of tablet users are using their device to shop online. Forty-two percent of online purchases range between $26 to $100 per transaction. When it comes to factors influencing online purchases, price (44.2 percent) and website reliability (17.9 percent) come first. App purchases are becoming more and more frequent, with 31 percent of respondents having bought at least one app as recent as this week. Nearly half (48 percent) have bought games, songs (41 percent), news (24 percent), navigation (24 percent), and books (23 percent).

“Based on research from Zpryme’s Hispanic Insights Practice, mobile wallets and mobile banking will be major growth areas for Hispanics,” added Rodriguez.

Winning With the Emerging Latinosphere

Latinos are leading the mobile web. Not only by using mobile devices as their primary way of accessing the Internet but also as their preferred way for entertainment or shopping. Mobile Latinos should be considered as a testing ground for everything mobile.

Engaging consumers on a mobile device is about context and timing. There’s a screen size and a time limitation. Easy access and simplicity are key. Think about integrating entertainment into your mobile campaigns, personalizing experiences, leveraging location-based applications, exploring brand integrations into mobile gaming, among other possibilities.

If you want to win with the emerging Latinosphere market, your mobile experience should empower Latinos allowing them to take the lead rather than follow.

via Latinosphere: A Young and Mobile Emerging Market | ClickZ.

5 Years Later: A Look Back at the Rise of the iPhone (comScore Voices)

5 Years Later: A Look Back at the Rise of the iPhone

By Sarah Radwanick – June 29, 2012

Today marks the 5 year anniversary of the first iPhone release, an important milestone not only for Apple but for the entire mobile industry. This revolutionary device set the stage for explosive growth in the smartphone market, drastically changing the complexion of the mobile industry and, consequently, the entire digital landscape in just a few short years. In July 2007, barely 9 million Americans owned a smartphone – representing just 4 percent of the entire mobile market. Today nearly 110 million Americans own a smartphone and by the end of the year smartphone owners will become the new mobile majority in the U.S.

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Today, iOS ranks as the second largest smartphone platform in the U.S. after Android, commanding 31.9 percent share of the market with its 35.1 million iPhone owners in May according to comScore MobiLens. During the last five years, Apple has introduced five different versions of the iPhone and extended its reach beyond AT&T to other major carriers, including Verizon and Sprint. A more detailed look at the iPhone ecosystem by device generation found that nearly 3 in every 4 iPhone owners currently uses the iPhone 4 or iPhone 4S, with the iPhone 4 accounting for the largest overall share at nearly 40 percent of iOS smartphones in May 2012. The original iPhone released on June 29, 2007 now accounts for just 2 percent of current iOS smartphone owners, with new generations of the device making the original virtually obsolete.

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As with many consumer electronics products, early adopters of the iPhone skewed male, young to middle age and wealthier than the average consumer. In 2007, 61 percent of iPhone owners were male, more than half were between the ages of 25-44 and 48 percent had a household income of $100,000 or greater.

As the iPhone reached critical mass and gained wider consumer adoption – supported in part by the introduction of new device generations, lower price points, availability through more wireless carriers and a general consumer movement toward smartphone adoption – iPhone owners, too, have evolved. In May 2012, females accounted for a much more prominent share of iPhone owners at 47 percent vs. 53 percent males. Though people age 25-44 still represent a strong percentage of the iPhone user base at 46 percent, the youngest and oldest age segments have witnessed the largest increases in overall share. And while those earning $100,000 and greater still command a hefty portion of the audience, users with income levels of $50,000-$75,000 represented the fastest growing audience income segment, now accounting for nearly 1 in every 5 iPhone owners.

image_3_iphone_blog.png

The smartphone market, with the iPhone at the center of it, has witnessed incredible growth and evolution over the last five years, creating a strong foundation for the rise of the mobile media consumer and creating value for players across the ecosystem. With consumer adoption on the rise and the continued integration of new, innovative technologies, we can only imagine what the next five years will bring. But despite how quickly leadership positions can change in this market, something tells me that iPhone will still be blazing new trails into the future…via 5 Years Later: A Look Back at the Rise of the iPhone (comScore Voices).

comScore: Mobile Approaches Tipping Point, Driving Incremental Web Traffic | MediaPost

Mobile media is approaching a standard measure of “critical mass” – the point at which at least half the population uses it to “connect to media,” Mark Donovan, senior vice president and senior mobile analyst at comScore said Monday evening while revealing some compelling new statistics about the rapid adoption of mobile consumer media technologies at the Interactive Advertising Bureau’s MIXX conference in New York. Donovan released data showing that nearly 48% of America’s 112 million mobile phone users now regularly use their devices to access media content, other than voice or text, and that number will tip the halfway mark by the end of the year.

Donovan said the emergence of smartphones, and especially Apple’s IOS and Google’s Android operating systems, have been the big game-changers driving mobile media consumption, but that other non-PC-connected devices, particularly tablet computers, are affecting consumer media behavior at an even faster rate.

While conventional computers still account for 93.2% of all Web traffic, according to the latest comScore estimates, Donovan said “mobile devices” – especially smartphones and tablets – now account for nearly two-thirds (64.4%) of all non-personal computer-connected Web access, and are growing fast. Among those mobile devices, Donovan said tablets are the fastest-growing segment, and that tablet devices now represent 28.1% of all non-computer traffic to the Web, and that Apple’s iPads are the dominant portion (97%) of that market.

Donovan said the rapid growth of mobile Web access is having a remarkable effect on Web publishing, citing comScore stats showing that top publishers now get a significant amount of their total traffic from mobile devices. He said The New York Times currently gets 7.6% of its audience from mobile, while USA Today gets 10% and the Los Angeles Times gets 11.2%.

Some digital native publishers get even more. Online music service Pandora, for example, currently gets more than half (52%) of its total traffic from a mobile device.

While mobile traffic still is a tiny slice of the total Internet (just 0.2%), it is adding significant incremental reach for specific categories of content. Mobile boosts traffic to online mapping services 56.8%, and increases the duration of time users spend on mapping sites by 9.2 times.

Donovan said mobile has also become a significant factor for social media platforms such as Facebook and Twitter, where many users access them solely via mobile devices.

Currently, he said, mobile is boosting social network traffic by about 12.5%, and expands the duration those users spend with social media by 2.8 times.

“There are people who are only doing Facebook or Twitter on their phone,” Donovan noted, citing recent comments by executives at Facebook and Twitter that they are becoming mobile companies.

via MediaPost Publications comScore: Mobile Approaches Tipping Point, Driving Incremental Web Traffic 10/04/2011.

Active Mobile Users Would Switch Stores For 20% Price Reduction

According to a new study by L.E.K. Consulting, more than half of U.S. consumers will be using mobile devices regularly for shopping within the next five years. Two thirds of smart phone owners today have used their devices to make purchases and more than 80% have used them to assist in purchasing decisions through product research at least once in the past year.

The study found that 39% actually make purchases with their handheld devices at least every month (excluding music and video downloads), with 60% using smart phones to assist in purchases every month. These consumers are considered  “Active Mobile Consumers” and those smart phone owners who shop less frequently as “Mobile Window Shoppers.”

Active Mobile Consumers tend to be younger - more than two-thirds of Generation Y survey participants (16- to 24-year-olds) fall into this category, compared to 31% of Baby Boomers (ages 45 to 64).

Using a blend of survey findings and market analysis, the report identifies four key findings:

  • 1.  Within the past six months, more than half of Active Mobile Consumers surveyed reported using at least one mobile coupon app, nearly one-third checked a pricing comparison tool, and 29% tapped a loyalty or similar tool, while standing in store aisles. 85% of Active Mobile Consumers would either leave a store and drive to another location upon learning that a different store in the same chain was selling the same item at a 20% discount, or they would demand the lower price at the store they were in, says the report.
  • 2.  More than half of Active Mobile Consumers are willing to share their location with brands in exchange for real-time offers when they “check in,” which is twice the rate of Mobile Window Shoppers. And, 37% of Active Mobile Consumers are willing to have brands track them all the time in order to receive special deals. By contrast, only 14% of Mobile Window Shoppers are willing to do the same. The high interest in receiving coupons and access to exclusive sales offers reflects mobile shoppers’ focus on getting the best prices.
Preferred Incentives For Location Sharing (Active Mobile Consumers; % of Respondents)
Preferred Incentive % of Respondents
Coupons/discounts 66%
Reward/loyalty points 54
Access to exclusive sales 37
Product availability near location 17
Personalized product suggestions 15
Reminders about products interested in 10
Source: L.E.K.Consulting Mobile Commerce Survey, September 2011
  • 3.  Although consumers are bypassing traditional marketing campaigns, they are highly influenced by the reviews and other posts from members of their social networks. Active Mobile Consumers, and by extension a sizable percentage of Gen Y, are much less influenced by traditional information sources than their older counterparts. Instead, they turn to independent reviews, friends and family for recommendations before making purchases.
  • 4.  Flash sales sites are providing consumers with a steady stream of discounted products and services, and the immediacy of mobile shopping allows consumers to keep up with the latest deals on these sites. More than 40% of Active Mobile Consumers use flash sites, more than twice the percentage of Mobile Window Shoppers. The study found that flash sites are successfully penetrating traditional purchasing decisions for Active Mobile Consumers, and further driving conversion given the immediacy and perishability of the mobile flash proposition.
Consumer Attitudes Toward Flash Site Purchases
  Active Mobile Consumers* Online Purchasers** Mobile Window Shoppers***
Not planning on the purchase, but thought it was a good deal 76% 75% 76%
Not planning on the purchase, but trust the products the web site provides 62 56 54
Looking for something similar and thought it was a good deal 63 64 48
Looking for something similar and trust the products the web site provides 64 59 39
Bought quickly because worried it would sell out 63 50 40
Bought quickly because knew it would no longer be available after a certain time 64 63 60
Source: L.E.K.Consulting Mobile Commerce Survey, September 2011 (* Active Mobile Consumers who purchased flash deal using mobile device; ** Active Mobile Consumers who purchased a flash deal online; *** Mobile Window Shoppers shoppers who purchased a flash deal online)

 

The report concludes by noting that mobile is quickly becoming a powerful and influential shopping companion for consumers, with a far-reaching impact. Consumers using mobile for shopping have new expectations for pricing standardization across channels, require a steady stream of promotions to remain engaged, and want to capitalize on powerful tools that enable them to get independent recommendations, price comparisons and reviews anytime, anywhere.

To access the complete PDF survey file, please visit L.E.K. here.

U.S. Hispanics Connected & Online: Getting Around the Digital Divide

In honor of Hispanic Heritage Month, it’s appropriate to discuss the latest trends online among the Hispanic community. From closing the digital divide among Hispanics 50+ to the newer and younger general market with a Latino flair (now being classified as: Gen N), US Hispanics are leading the future of technology and marketing.

Recently, the 2010 Census data revealed that one in six Americans is Hispanic. With 50.5 million people nationwide, Hispanics are the fastest-growing minority group in America. It’s no surprise that companies are changing their marketing strategies in order to reach Latinos. But, what is surprising is how we go about reaching and engaging this powerful community.

Several studies have confirmed the importance of online marketing among Hispanic consumers. Google recently released a report titled “Four Truths about US Hispanic Consumers” that is an eye opener for anyone interested in reaching the nation’s largest minority group.

If Google isn’t convincing enough, here are five more reasons why reaching Hispanics via digital media is a must:

1. Hispanics are the highest users of text messaging and mobile devices.

Research shows that the Hispanic community is among the highest users of text messaging and spends more time interacting on their mobile phones overall.

In May 2010, the Pew Internet & American Life Foundation reported:

  • 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today
  • More than half regularly use text messaging
  • Text messaging has increased 59% YOY among Hispanics
  • Responding to mobile marketing text messages is up 74% vs. last year

When creating content to reach Hispanics, they’ll be the first to tell you they prefer to receive information in Spanish. This doesn’t mean simply translating English messages into Spanish, but truly understanding the culture and demographic of this diverse community that you’re trying to reach. There are several translation services available when considering a SMS campaign, online ads or websites to effectively reach Hispanics.

2. Hispanics are active on social media.

Hispanics are also actively using their mobile devices to access social media channels. Facebook and YouTube are the 2nd and 4th most popular social channels among Hispanics. However, these are just two of the many social channels available to reach Hispanics.

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Scarborough Research also reveals that 12% of US Hispanic mobile users use social networks on their mobile vs. 10% of the general market.

3. Hispanics are technology savvy.

Research also shows that Hispanics are younger and more technologically savvy. AOL’s Hispanic Cyberstudy, reports 46% of Hispanics who are actively online are under the age of 35. Another astonishing fact is that 32% of Hispanics access the Internet through their smartphones, compared to 20% of the general market. This tech savvy trend is not only prevalent inmobile adoption, but the Center for Hispanic Marketing Communication also found that Hispanics are early adopters of tablets and e-readers as well. It’s no wonder that Hispanics have an estimated $1.3 trillion in buying power this year.

4. Hispanic mobile websites are simple and just smart.

If we know younger Hispanics are accessing the Internet on their smartphones, a mobile website is a must. A mobile optimized website has multiple benefits:

  • They will work on virtually any smartphone.
  • Content is simplified and design is less intensive, often being a cost effective option.
  • Mobile websites can be easily translated into multiple languages.

Check out Univision’s mobile site and Major League Baseball’s LasMayores.com Spanish mobile version for examples.

5. Hispanics are more responsive to online advertising

Hispanics online are not only younger, tech savvy and connected – they’re also more receptive to online advertising.ComScore recently reported on how responsive Internet users are to online advertising. When looking at advertisement, 31% of U.S. Hispanics reported they enjoy watching advertisements compared to 19% for non-Hispanics. The study also shows that 48% of Hispanics expect advertising to be entertaining compared to 39% of non-Hispanics.

Still not convinced, Google can give you 200 million reasons why they are investing in Latinos online. That’s how much Google reported brands are spending online this year to reach the Hispanics market. We will have to watch how Google+ and Facebook capitalize on the Hispanic market – and if they do it well. It’s no doubt that Latinos will begin to tune out advertisers unless they are culturally relevant and engaging – even when speaking to Gen N.

via U.S. Hispanics Connected & Online: Getting Around the Digital Divide.

10 Great Mobile Brand Experiences: Forrester – Forbes

Mobile is so much more than an extension of the web; it is an opportunity for brands to develop next-generation customer experiences that raise the bar of convenience. The opportunity for brands to build deep, engaging and long-term relationships with their customers through mobile is real, but they must do so in a contextual manner, that innovatively leverages the technology in the device to create experiences that are relevant to the user. Why? Because today’s mobile users expect immediacy and simplicity when interacting with a brand through their smartphone. Some companies are already delivering innovative and forward-thinking mobile experiences that exhibit the traits of immediacy, simplicity and context. Here is Forrester’s take on 10 companies that are delivering these innovative experiences:

Uber is hoping to re-write the rules when taking a cab. The innovative limousine pickup service has embedded mobile at the heart of the experience. Users simply “hail” a cab via a single touch from their iPhone or Android device. From there on in, Uber does the legwork, automatically locating the nearest available driver, guiding them to the customer’s requested pickup location and even taking care of the payment after the journey. Uber automatically charges the fare to the user’s credit-card account, leaving the customer free to jump out of the cab immediately on arrival.

Apple’s store app not only takes the online buying experience to the mobile device, it creates an inseparable bond between the online and offline world of retail. Apple customers can book an in-store genius bar appointment and reserve products for pickup from their iPhone; on arrival at the store, location technology automatically prompts the customer to check-in and introduces them (via a displayed photo) to the Apple staff member who will be helping them.

Converse has solved one of the biggest hurdles of selling apparel on the web: consumer anxiety. Their “Sampler” iPhone app gives the consumer the power to try on a new pair of sneakers in the virtual world. The rear-facing camera on the iPhone captures a live image of shopper’s feet, while the app overlays the chosen style of sneakers onto the display, giving the appearance that the consumer is wearing the shoes. As a result consumers can try on a pair of shoes without ever entering a Converse store.

Get the rest via 10 Great Mobile Brand Experiences: Forrester – Forbes.

QR Codes Best in Magazines, Newspapers & Packaging

A new comScore study on mobile QR (Quick Response) code scanning readable by smartphones, found that 14 million mobile users in the U.S., representing 6.2% of the total mobile audience, scanned a QR code on their mobile device. A mobile user that scanned a QR code was more likely to be male (60.5% of code scanning audience), skew toward ages 18-34 (53.4%) and have a household income of $100k or above (36.1%).

Mark Donovan, comScore senior vice president of mobile “QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns… ”

A demographic analysis of those who scanned a QR code with their mobile phone in June revealed an audience that was more likely to be male, young to middle-age and upper income. More than half of all QR code scanners were between the ages of 18-34. Those between the age of 25-34 were twice as likely as the average mobile user to engage in this behavior, while 18-24 year olds were 36% more likely than average to scan. More than 1 of every 3 QR code scanners had a household income of at least $100,000, representing both the largest and most over-represented income segment among the scanning audience.

Demographic Profile QR Code Scanning Audience  (Total Mobile Audience U.S. Age 13+)
Audience QR Code Audience (000) % of QR Code Audience Index (Code Scanners)
Total Audience: Age 13+ 14,452 100.0% 100
Gender:      
   Male 8,743 60.5% 125
   Female 5,709 39.5% 76
Age:      
   13-17 1,076 7.4% 108
   18-24 2,402 16.6% 136
   25-34 5,317 36.8% 211
   35-44 2,827 19.6% 117
   45-54 1,798 12.4% 68
   55-64 594 4.1% 28
   65+ 437 3.0% 22
Income:      
   <$25k 1,193 8.3% 54
   $25k to <$50k 2,597 18.0% 79
   $50k to <$75k 2,756 19.1% 96
   $75k to <$100k 2,689 18.6% 125
   $100k+ 5,217 36.1% 13
Source: comScore MobiLens, June 2011

The most popular source of a scanned QR code was a printed magazine or newspaper, with nearly half scanning QR codes from this source. Product packaging was the source of QR code scanning for 35.3% of the audience, while 27.4% scanned a code from a website on a PC and 23.5% scanned codes from a poster/flyer/kiosk.

Source of Scanned QR Code (Total Mobile Audience U.S. Age 13+)
  QR Code Audience (000) % of QR Code Audience (Mult. Sources)
Total Audience: Scanned QR code with mobile phone 14,452 100.0%
Printed magazine or newspaper 7,138 49.4%
Product packaging 5,101 35.3%
Website on PC 3,957 27.4%
Poster or flyer or kiosk 3,393 23.5%
Business card or brochure 1,940 13.4%
Storefront 1,850 12.8%
TV 1,693 11.7%
Source: comScore MobiLens, June 2011

Among mobile users who scanned a QR code on their mobile devices in June, 58.0% did so from their home, while 39.4% did so from a retail store and 24.5% did so from a grocery store.

Location When Scanning QR Code (Total Mobile Audience U.S. Age 13+)
  QR Code Audience (000) % of QR Code Audience (Mult. Sources)
Total Audience: Scanned QR code with mobile phone 14,452 100.0%
At home 8,382 58.0%
Retail store 5,688 39.4%
Grocery store 3,546 24.5%
At work 2,844 19.7%
Outside or on public transit 1,827 12.6%
Restaurant 1,095 7.6%
Source: comScore MobiLens, June 2011

For additional information from comScore, please visit here, or for additional insights into QR Code usage in Europe, please visit the comScore Data Mine here.

NEW STUDY: How Americans Use Their Cellphones | Pew

Eight in ten American adults (83%) own a cell phone of some kind, and they use their phones for a variety of purposes. As in previous Pew Internet surveys of mobile usage, texting and picture-taking remain the most common mobile phone activities—73% of cell owners engage in each of these—followed by sending photos or videos to others (54%) and accessing the internet (44%). The two least prevalent activities (among the 15 we inquired about) are accessing Twitter and using one’s phone to take part in a video call or chat (6% of cell owners do each of these).

Of the twelve activities that we measured in both May 2010 and May 2011 (we did not ask about online banking, Twitter use or video calling in our spring 2010 survey), five grew by a statistically significant amount over that time period. This growth was primarily oriented around accessing or sharing multimedia content such as photos or videos, as well as using the internet and email:

  • Sending a photo or video to someone rose from 36% of cell owners in May 2010 to 54% of cell owners in May 2011
  • Accessing the internet—from 38% to 44%
  • Sending or receiving email—from 34% to 38%
  • Watching a video—from 20% to 26%
  • Posting a photo or video online—from 15% to 22%

Younger cell owners (those between the ages of 18 and 29) are especially active mobile users—although those ages 30-49 engage in a relatively wide range of mobile behaviors as well. Mobile usage drops off starting around age 50, as cell owners ages 50-64 engage in roughly half as many activities as those in the 30-49 age group.

Other groups with relatively high levels of mobile usage include:

  • Those with some college education or a college degree – These cell owners are more likely to engage in nearly every non-voice application we measured relative to cell owners with a high school diploma or less.
  • Urban and suburban residents – Urban and suburban cell owners are more likely than rural cell owners to take part in all of the activities we measured in our survey. Additionally, urban residents are more likely than both rural and suburban dwellers to use their phone to play games (43% of urban cell owners do this), access a social networking site (35%), watch a video (31%), do online banking (25%) or take part in a video call or chat (10%).
  • Parents – With some exceptions (such as using social networking sites and video calling), parents of children ages 17 and under are more likely to use their phones for most activities than are other adult cell owners.
  • African Americans and Latinos – These groups have high rates of usage, compared with white cell owners, across a wide range of mobile applications.

How Americans view their phones—benefits, challenges and attitudes

In addition to asking about the specific tasks and activities that cell owners engage in using their phones, we included a series of questions in our spring survey asking about various experiences that cell owners have encountered in the course of using their phones. These responses indicate that cell owners value their phones for quick information retrieval, for entertainment, and for assistance in emergency situations. At the same time, a number of cell owners report that they have turned off their phone to get a break from using it, and that they can have trouble accomplishing desired tasks when their phone is not available. In the 30 days preceding our survey:

  • 51% of cell owners used their phone to get information they needed right away.
  • 42% used their phone for entertainment when they were bored, and 40% were in an emergency situation in which having their phone with them really helped.
  • 29% turned their phone off for a period of time just to get a break from using it, and 27% experienced a situation in which they had trouble doing something because they did not have their phone at hand.
  • Frustrations with cell phones were somewhat less common, as one in five cell owners (20%) experienced frustration because their phone was taking too long to download something, 16% had difficulty reading something on their phone because the screen was too small, and one in ten (10%) had difficulty entering a lot of text on their phone at some point in the preceding 30 days.
  • Just over one in ten cell owners (13%) said that they had pretended to be using their phone in order to avoid interacting with the people around them.

Young cell owners are among the most active users of their mobile devices, and cell owners between the ages of 18 and 29 also stand out from their elders when it comes to their experiences with their phones. Specifically, young cell owners are much more likely than older adults to use their phone for entertainment or to relieve boredom (70% of 18-29 year old cell owners have done this in the preceding 30 days), to have trouble doing something when their phone is not available (42% have experienced this) and to use their phone as a way to avoid interacting with others (30%).

On the other hand, cell owners of all ages are about equally likely to use their phones for assistance in emergency situations, and are also about equally likely to say that they have taken a break from using their phones in the previous 30 days.

Latinos Over-Index on Smartphones & Watch More Mobile Video

Nielsen recently released The Cross-Platform Report and there’s an interesting nugget of information tucked into the very end of the report that indicates that Latinos have the highest penetration of Smartphones than any other ethnicity.

Latinos Have More Smartphones

Interestingly, Latinos also spend more time watching mobile video.

Latinos Spend More Time Watching Video on Mobile Devices

In light of the increased Smartphone penetration amongst Latinos, it’s not really all that surprising that they’re watching more video on their wireless devices.  The question now will be how do video producers take advantage of the trend.

Grab the full report here: Nielsen Cross Platform Report Q1, 2011

Latinos Go Mobile, so Go Mobile to Reach Latinos | MarketingProfs

Featured

Take a look at Ginger Zumaeta’s latest article on MarketingProfs.com.

Everybody’s talking about the need to have a mobile strategy lately, but it’s hard to find anyone telling you how to go mobile. What does it mean, and how do you add it to your current strategy? Who is it right for, and what should you expect from it?

2 Things to Keep in Mind

First, you should know that mobile is about more than phones. It includes all wireless devices including the iPad, Android devices like the Xoom, and others that are hitting the market in droves.

Second, you should know that Latinos love their mobile devices. According to Nielsen, Latino households are more likely than the overall population to have cellphones with Internet access, and Latinos text more than any other race or ethnicity. With smartphone penetration at 45%, Latinos use their mobile device as a key source of connectivity both in the home and on the go.

According to Forrester:

Nearly 100 million smartphones will be activated by the end of the year.

Consumers are doing more than email, surfing and texting … Now they’re consuming media, banking, purchasing, and even doing their taxes on their wireless devices.

Advertisers are scrambling to reach people on their phones to the tune of spending more than $1 billion in mobile search and display.

Consumers are forecasted to transact over $6 billion on their mobile devices by the end of the year.

Those statistics make it easy to understand why advertisers and marketers are rushing to put together mobile strategies.  But the question is how?

APP, WAP, or Both?

Businesses need to be able to be found on mobile devices, and two of the easiest ways are to build a WAP site and to build an APP.

Start with a WAP site. WAP stands for “wireless application protocol” but you can just think of it as a site that looks good and makes sense on a cellphone screen or tablet screen. It’s not your full website on a mobile browser. WAP sites are all about the context of the device.

For example, when you’re looking up a business on your phone, you don’t want the entire history of the company, so an “About Us” page is probably useless in that context. What you do want is a map, a phone number, and an address. Those items should be front and center. When consumers are looking for your business on their cell phone, chances are they are ready to take action, so give them the most important info first: how to get to you and a number to call. For Latinos especially, it’s also smart to include a feature that allows them to get a text of your business details (phone, address, hours of operation, website URL, etc.). Having a text message with your business’s vitals makes it easy for them to refer to your business later. And you’ve captured their cell phone number.  Later, you can implement an opt-in mobile marketing strategy, if it makes sense.

An APP is the next level of mobile engagement, especially for power users and core customers. For example, think of cellphone apps from the likes of Chase Bank, Starbucks, and Southwest. Chase Bank allows you to take a snapshot of a check and auto-deposit it to your account. Starbucks enables you to find the closest Starbucks to where you currently are based on your geolocation. The Southwest app enables flyers to have their itinerary handy and know how many additional flights will get them to A-list status, which encourages them to book more flights. The reason consumers download these apps (beyond simply going to a WAP site via their browsers) is that they interact with the business on a regular basis. And with an APP, the business is making sure that the engagement continues and even increases.

If you’re thinking about an app, start with something free offering convenience and context appropriate utility. The trick here is to “launch and learn.” Figure out what works and what doesn’t.  Solicit and pay attention to comments, and respond. Figure out how to make the app better. You may even stumble upon a way to extend your current services and possibly even justify a pro version to fund ongoing improvements.

It’s All About Context

More than anything else, you have to remember that engaging your consumer on a mobile device is all about context. They’re likely viewing your page on a small screen, have limited time, and are away from a fixed computer. Make sure you make it easy for them to engage with the following things in mind.

  • Immediacy: Your consumer is on the go and ready to take action. Are you giving them a way to get to a transaction quickly?
  • Simplicity: Make the interface is easy to manipulate on the go. Think BIG BUTTONS, easy streamlined navigation, and easy to read font.
  •  Location: Make sure to give them a way to interact based on their current location. Include an easy store-finder if you have brick & mortar locations.

Ginger Zumaeta is the CEO of Beehive Group, a multicultural marketing agency specializing in Latino engagement. She can be reached at ginger@beehive.me.

via Latinos Go Mobile, so Go Mobile to Reach Latinos | MarketingProfs Daily Fix Blog.