20 Mobile Marketing Stats on Consumer Behavior and Mobile Engagement

ExactTarget recently released the results of a study titled 2014 Mobile Behavior Report, conducted between December of 2013 and January 2014. The study tracked mobile user behavior and preferences across different demographics in order to uncover consumer perception, preferences and behavioral patterns around mobile. Several themes emerge from the results, but they mostly fall within three broad categories:

  • Consumers' preference for and adoption of mobile into their daily lives is the single most compelling reason for marketers to prioritize mobile marketing.
  • Consumers are willing to listen to and share via mobile marketing communication, but only once they've been assured that it's a fair value exchange.
  • Marketers are still laggards when it comes to embracing mobile marketing relative to the meteoric rise of consumer mobile consumption.

20 Mobile Stats On Consumer Behavior & Mobile Engagement

  1. Marketers lump tablet, smartphones, e-readers all together as 'mobile', whereas consumers see mobile as smartphone (54% said mobile = smartphone, while only 14% said mobile = smartphone/tablet/e-reader).
  2. 32% said they associate mobile with ease of use.
  3. 90% aged 18-24 consider mobile device as a central part of everyday life, 84% of general population agreed with this sentiment.
  4. 89% consider mobile as the best way to stay up to date with loved ones and social life.
  5. Respondents reported spending 3.3 hours a day on smartphones.
  6. Tablet isn’t seen as a mobile device for consumers; it’s an in-home device that works well for cross-device usage.
  7. 65% of tablet owners watch TV and simultaneously interact with their tablets at least once a day
  8. 41% use tablet and simultaneously interact with their smartphones at least once a day.
  9. Tablet owners tend to be aged 35+.
  10. Consumers owning tablets and smartphones spend just as much time on smartphone as those who only own smartphones.
  11. 70% use tablets primarily to research info online, while text messaging (90%) and email (91%) are primary uses of smartphones.
  12. 54% of survey respondents say mobile-optimized websites don’t give enough information, though it’s easier to find info on a mobile site.
  13. 76% agree that location sharing provides more meaningful content.
  14. 54% have opted into receiving SMS from brands.
  15. Of those who opt into receiving SMS, 91% find them useful.
  16. Individuals require a reason for why they should share location--there should be an explicit mention of the value presented.
  17. Easy and consistent access to content across OS and device is important: 90% say it’s at least somewhat important, 60% say it’s very important.
  18. 41% of consumers who don’t subscribe to SMS do so because they don’t see any value in them. Marketers must better communicate the value add.
  19. Only 53% interact with brands on their mobile via social media while a full 46% outright believe brands don’t provide worthwhile content on social media.
  20. At least 68% of respondents find it somewhat or very important that brands they interact with are technology leaders.

Topics: FunMobility

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