Author: Rebecca

The MMA has now released the outcomes of its first ever research focusing on this subject.

The Mobile Marketing Association has now shared the results of its Mobile Video Benchmark Study, which is the first research of its nature that had been commissioned by the organization.

The MMA commissioned the study in order to be able to provide solid insight about the use of video.

The study was commissioned by both the MMA and its Mobile Video Committee. Its purpose was to examine the performance of video in mobile marketing so that insight could be provided to publishers, agencies, advertisers, and third party video servers, among others who could stand to benefit from the expanding popularity of the technique. This appears to be exactly what this benchmark study has managed to accomplish.

The mobile marketing insights are considered to be first of their kind, particularly considering their source.

According to the MMA’s CEO, Greg Stuart, “This collaboration of MMA members to produce a ‘first of its kind’ Mobile Video Benchmarking Study validates that mobile video is beyond the tipping point. We are seeing new behaviors and attitudes develop as mobile becomes validated as the real first screen.”

He also added that it is becoming ever more evident that video over smartphones is becoming a “very powerful too” to be used by promoters, advertisers, and marketers, as they seek to access the “biggest transformation” that has ever been experienced within the marketing industry.

There were four primary topics of insight that were the focus of the study. These included:

• Mobile video engagement
• Mobile video ad length
• Mobile video at midnight
• Ad frequency engagement

Within each category, several statistics, observations, and predictions were made to help to better understand mobile marketing using video and to predict the direction that it could take. The MMA has also stated that it intends to continue in the creation and production of this study, over time, as they continue to pursue a better understanding of the way in which these early metrics will perform into the coming months and years. It also intends to keep the doors open to the evaluation of new metrics that will expand on the insight into the benefits and nature of mobile video.

A new study has revealed that higher age brackets of Americans are now buying smartphones.

Although smartphones are typically considered to be the devices of the younger generations, recent mobile technology news is showing that people in the older age groups across the United States are starting to become owners of these devices, as well.

Some of the latest tech research has indicated that Millennials are far from the only ones with smartphones.

This mobile technology news is the result of a Nielsen survey, which were recently published. What it showed was that among Americans who are aged 55 years and older, 51 percent now own smartphones. This is a considerable increase for that age group over the figure from early 2013. In fact, there has been an increase of 10 percent over that span of only one year. This data is quite notable as it reveals that smartphone penetration is growing among everyone.

This mobile technology news shows that most of the people in every age group now own smartphones.

This increase in smartphone ownership represents the very first time in history that the majority of every age group now owns one of these mobile devices. Out of every ten Americans, Nielsen’s data suggests that seven are now smartphone owners. Moreover, 85 percent of new cell phone shoppers are choosing smartphones over feature phones and other forms of the devices.

Among all of the smartphone manufacturers, Apple continues to hold its position at the top. Among all owners of these mobile devices, 42 percent in the United States are choosing products from that company, said the recent survey. That said, the operating system that is most popular among all of the cell phones that are owned in the United States is still Android. In terms of numbers, that Google OS has an advantage because it works devices across several different manufacturers.

Among the Android smartphones, 19 percent are manufactured by Samsung. The mobile technology news isn’t as good for BlackBerry, which continues to slip out of popularity. Windows Phone based smartphones represent only 3 percent of those in the United States.