Tag: mobile marketing research

The results of new Arbitron Mobile research show the technique drives app usage more than social media.

Mobile Posse has now released the results of a non-commissioned study that was conducted by Arbitron Mobile, which has revealed that the MobiTiles home screen messaging mobile marketing technique helps to boost app usage at a rate that is greater than that of Facebook, Gmail, Youtube, Instagram, and other social media.

The study involved considerable tracking of a large group of customers that use MobiTiles.

The mobile marketing research was conducted over a period of three months that ended in March 2013 and involved the tracking of approximately 3,000 consumers who were already using the MobiTiles from Mobile Posse. The service was used on a dozen various Android operating system models that were produced by many OEMs, including Samsung, Huwei, LG, and ZTE.

The research indicated that mobile marketing with the MobiTiles home screen messaging had a significant advantage.

This third party study clearly indicated that mobile marketing through the home screen messaging platform from Mobile Posse was the leader in its ability to drive consumer engagement with smartphone and tablet apps, when compared to a long string of commonly used social media alternatives. The findings were especially surprising when compared to the results that were achieved by Facebook, which has also recently launched its own home screen messaging environment.

The Arbitron Mobile study also looked into the difference that home screen messaging can make for carriers, app developers, and handset manufacturers, as opposed to simply analyzing the impact on mobile marketing companies.

In terms of the data from this mobile marketing study, there was considerable advantage seen through the use of Mobile Posse as opposed to the next top performer, Facebook. Gmail came in third on the list. Mobile Posse averaged 88.1 sessions per month, with a monthly reach of 95.3 percent and an average of 152.1 minutes per month. Facebook averaged 73.8 sessions, with a monthly reach of 50.6 percent and an average of 215.6 minutes. Gmail saw a 44.2 percent average in sessions per month, with a monthly reach of 85.6 percent, and an average of 39.6 minutes.

A recent InMobi study has shown that while the ideal hasn’t yet been reached, progress is being made.

Although mobile marketing has yet to truly find its place in the hearts of consumers, there has certainly been a great deal of progress toward a new tolerance level if the latest research is any indication.

This recent study has shown that there is now a comfort level with around sixty percent of consumers.

The research was performed by InMobi, which found that about 6 out of every 10 consumers would now call themselves as “comfortable” with the mobile marketing that they have been receiving on their smartphones and tablets as they are with the ads they see through other channels.

This comes at the same time that there has been a growing concern over the usability of mobile marketing.

The so-called “fat finger” problem has recently been raising concerns over the ability to trust mobile marketing statistics, as many ads that are clicked on these smaller screens could often tapped by accident. However, what InMobi discovered was that only 15 percent of the device users who accessed the web had unintentionally clicked on an ad.

Possibly even more striking is the fact that mobile marketing has played a role in the shopping decisions of 46 percent of the respondents to the survey. They stated that they had decided to make a purchase of a product or service over their device because of an ad they had seen.

The InMobi CEO, Naveen Tewari, explained that smartphones, tablets, and other portable communication devices are now a part of virtually every element of our daily lives. Tweari also went on to say that “The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”

The mobile marketing report indicated that the average user of the mobile web consumers 7 full hours of media every day. Twenty six percent of this time – a figure that is growing – is spent on the smartphone or tablet.