How Smartphones, Mobile Apps, QR Codes And Social Networking Are Impacting The World Of Marketing
- The average Facebook user has 130 friends on the site, visits the site 40 times per month, spends 23 minutes on each visit, is connected to 80 pages, groups and events, sharing 90 pieces of content each month. Users that access
Facebook on mobile devices are twice as active on Facebook compared to non-mobile users. 200 users people access Facebook via a mobile device each day.
- The 3 rules of epidemics: 1) The law of the few: In any situation 80% of the work will be done by 20% of the people. Types of people who will do the work: Connectors: People with a special gift for bringing the world together;
Mavens: People who know how to accumulate knowledge and share it with others; Salesmen: Charismatic people who know how to make others agree with them; 2) The stickiness factor: The specific content of a message that
renders its impact memorable; 3) Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur.
- ...How we apply them: 1) Increase Facebook "likes": By increasing the amount of people who "like" your Facebook page you increase the amount of people contributing to your epidemic; Connectors: High friends totals, love to hit
"like" and "check in"; Mavens: Often "like" and "check in" but also "share" promotions with news feed; Salesmen: Include their own message, "share" promotions with specific people; 2) Posts, content, promotions: By posting useful
and interesting information you motivate customers to share with friends; 3) Consistency and selectivity: By posting consistently you remain fresh in your customer's mind. Timely promotions give relevance and purpose to your
- The average user now spends 9% more time using mobile apps than the Internet: Growing at 91% from the last year, users now spend over 81 minutes on mobile applications per day. This growth has come primarily from
more sessions per user, per day rather than a large growth in average session lengths.
- Today, the average user spends 15 hours and 33 minutes on Facebook per month, 12% of smartphone users are more likely to recall an ad featuring a QR code.
- In 2010, there was a 1600% increase in mobile barcode scanning and mobile barcode scanning doubled in the 4th quarter of 2010.
- Top 5 countries, ranked by growth in mobile barcode scans (Q1 2011, % change vs. prior quarter): 1) US - 181.1%; 2) UK - 166.5%; 3) Netherlands - 146.3%; 4) Spain - 94.4%; 5) Canada - 94.0%.
- 64% of mobile barcode users are women.
- The top uses of mobile barcode scanning are coupons, prices, and nutritional information.
- "If you have something unique, leverage it".
- Orlando is #9 on Forbes list of most wired cities.
- General smartphone usage: 1) 81% browse the Internet, 77% search, 68% use an app, and 48% watch video on their smartphone; 2) 72% use their smartphones while consuming other media, 1/3 while watching TV; 3) 93% of
smartphone owners use their smartphones while at home.
- Action-oriented searchers: 1) 9 out of 10 smartphone searches results in an action (purchasing, visiting a business, etc.); 2) 24% recommended a brand or product to others as a result.
- US mobile app consumption (time spent per category): 1) Games - 47%; 2) Social networking - 32%; 3) News - 9%; 4) Entertainment - 7%; 5) Other - 5%.
- US mobile apps vs. web consumption (minutes per day): 1) June 2010: Web - 64 minutes/day; Mobile apps - 43 minutes/day; 2) December 2010: Web - 70 minutes/day; Mobile apps - 66 minutes/day; 3) June 2011: Web - 74
minutes/day; Mobile apps - 81 minutes/day.
- Purchase-driven $hoppers: 1) 79% use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer; 2) 74% make a purchase, whether online, in-store, or on their phones. 70% use their
smartphones while in the store.
- Local information seekers: Looking for local information is done by virtually all smartphone users have looked for local information. 88% of these users take action within a day, indicating these are immediate information needs 77% h
have contacted a business, with 61% calling and 59% visiting the local business.
- Reaching mobile consumers: Cross-media exposure influences smartphone uses behavior. 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%). 82%
notice mobile ads, especially mobile display ads. Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase.
- Actions for which US smartphone users have used QR codes (Feb. 2011): 1) Toget a coupon, discount or deal - 53%; 2) Access additional info - 52%; 3) Enter sweepstakes - 33%; 4) Sign up to receive more info - 26%; 5) Access
video - 24%; 6) Make a purchase - 23%; 7) Social media - 23%; 8) Other - 11%; 9) ? - 2%.
- Locations in which US smartphone users have seen QR codes: 1) On a product - 56%; 2) In a magazine - 46%; 3) On a coupon - 45%; 4) In a newspaper ad - 27%; 5) In a catalog - 21%; 6) On TV - 17%; 7) Outdoor ads - 16%;
8) Other - 11%; 9) ? - 5%.
- A recent survey showed 91% of respondents found mobile barcodes useful in some capacity.