Over a third of smartphone users open to contact
6 Jul 2012: Over a third of UK smartphone users are open to being contacted for promotions via their smartphone, according to a new survey of 800 users by InSites Consulting.
The survey found that smartphone users are open to marketing messages on condition that that contact is from brands they value and are familiar with. Some 36% were happy to be contacted on the smartphone for promotions while 36% were happy to received contact via smartphone from a shop they use regularly shops. Interestingly, location-based marketing got the thumbs up from 32% of respondents.
Elias Veris, Mobile expert at InSites Consulting: “Smartphone users do not want to be bothered for irrelevant messages. A marketing message can be relevant if there is a direct value attached to it, such as a promotion, or if the marketing comes from a shop they are at or that they regularly shop from".
A lot of today’s mobile marketing is not adapted to the user
Staying in touch with friends and family is the traditional motive for using a mobile phone (74%), says the survey. Those remain the main motives for smartphone users, which is also reflected in the high level of usage of social media applications. Added to that are two more typical usage motives: firstly, 64% of smartphone users admit that a motive is making life easier by having access to information; and the second motive is entertainment .
Veris commented: “Many brand applications or mobile marketing realisations today offer too little value. They are not based on these key dimensions that consumers uses a smartphone for."
Apps for social media are used the most frequently
The main downloaded apps categories are social media apps and apps for information. Some 77% of the smartphone users in the UK use social media apps at least weekly; 42% do so even daily, up to several times a day. Apps for information consumption are used on a weekly basis by 65% of the users.
60% of the UK smartphone users indicate that a brand application should mainly help them to do something better. Furthermore the application should be closely linked to the brand and should have an information value.
A full copy of the ctudy is available here.
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