Category: Mobile Marketing

The app for the biggest network in the world is now installed on 70 percent of these Apple smartphones.

A newly released report is underscoring the fact that social media marketing is an ideal fit in the mobile environment, as it discussed the considerable role played by Facebook on one of the top smartphones worldwide, the iPhone from Apple.

The report looked into the importance of the network on this popular mobile device.

This publication was created with data that was gleaned from Benedict Evans, an analyst from Enders Analysis. It helps to provide a more thorough understanding of the influence that social media marketing has on mobile commerce and consumer behaviors. Specifically, it looks at the relationship between the use of the Facebook app and the iPhone smartphone.

The social media marketing app is easily among the most commonly used on a worldwide scale.

Back in September 2012, Evans had released the social media marketing news that Facebook’s smartphone app had achieved 470 million users. That said, it was its use on the iPhone that was especially important, as it was those users who were especially likely to download the application.

At that point, there were already more than one billion people registered with Facebook. The install base on iPhones in that month was an estimated 200 million. The recent social media marketing report has been able to extrapolate from this information that there is, therefore, a tremendous 70 percent market penetration among the users of that device.

This also means that the social media marketing app penetration of Facebook within iPhone devices is considerably higher than that among Android smartphone users. The report suggested that this could be an issue of geography, as many users of Android devices live in emerging markets where the use of the social network is considerably lower.

However, the authors also indicated that even among those on Android who do have the app, the engagement level is notably lower. It was speculated that this could reflect a quality issue with the social media marketing application on that operating system. Equally, Evans stated that there is another trend that this data has clearly identified, which is that the “Use of smartphone apps is surging as a share of Facebook, up from 240 million in September 2011 (30% of the total) to 470 million (44%) in September 2012.”

A recent survey has shown that shoppers want to use mobile commerce while in store.

The results of a study conducted by an ad agency named Moosylvania have now been released, revealing that consumers want to be able to use mcommerce to discover more about products before they make their purchases while in-store.

The survey showed that 80 percent of smartphone owners want better optimized product information.

The report, which was entitled “The Shopping Experience in a Smartphone World”, included the responses of 1,874 American adult smartphone owners. The results from this study showed that among the participants, 97 percent had access of some kind to a desktop computer (including at home, at work, or in another location). At the same time 43 percent had access to a tablet.

Moosylvania’s study determined that product information is among the most wanted mcommerce features.

Norty Cohen, the CEO and one of the founders of Moosylvania, stated that speed is “beyond the essence,” for consumers when they are seeking to make a purchase of a product or service. He went on to explain that consumers “are researching reviews, comparing prices, photo sharing and making purchases in seconds, and prefer doing so equally online and in-store,” through the use of mcommerce and other features on their smartphones.

The survey indicated that owners of smartphones have been using apps and mcommerce sites in order to assist in the purchasing process. They have been using these resources to inform themselves before they make their final decisions to buy. Other findings that were produced by the survey include the following:

• 13.4 percent said that they use mobile devices to research products on the weekends.
• 2.7 percent research product information using a mobile device on holidays.
• 10.9 percent stated that they use mcommerce to look into products while they are at work.
• 30.1 percent of the study participants said they were typically away from home when they performed most of their mcommerce product information searches.
• 19.6 percent said that they have used their mobile devices to look into products while watching TV.
• 12.4 percent use their smartphones to research products while they are in-store.
• 10.9 percent of smartphone owners do not use mcommerce resources to obtain product information.