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SMART

PH NE
SMART
MARKETING

TABLE OF CONTENTS
2 4 18 28 32 Overview Smartphone Living Smartphone Marketing Smartphone Futures Conclusions

OVERVIEW
In an increasingly mobile world, the Smartphone has become a lifestylechanging device. The Smartphone is the ?rst device to provide instant access to the internet and online information resources wherever consumers go. Time-starved consumers say that Smartphones improve their quality of life by allowing them to multitask on-the-move. For marketers, this creates a new opportunity to maintain contact with consumers throughout the day and in?uence purchase decisions in ways never before possible. Universal McCann and AOL partnered with Questus, a leading interactive marketing and research ?rm, to conduct an extensive multi-phase research project examining how Smartphones are in?uencing American lifestyles and media consumption. This research report analyzes the intersection between consumer media usage, lifestyle and purchase preferences.

SMARTPHONE

LIVING

THE STUDY: LIVING ? MARKETING ? FUTURES

270MM
US mobile subscribers

63MM

access mobile web

19MM web access mobile
on weekly basis

5

WHOM DID WE SPEAK WITH?
Approximately 1800 participants were selected for this study based upon their frequent use of Smartphone devices, with nearly all participants indicating they access the mobile web at least several times per week. The study also included a sample of “lead users,” who were asked to keep daily usage diaries.

1 OF EVERY 7
MINUTES OF MEDIA

CONSUMPTION
TODAY IS THROUGH A

14%

MOBILE DEVICE

is not MobileIt’s a social hype. transformation.

,

12

IT’S MORE THAN MOBILE
The Smartphone is considered a great convenience for many Americans, enabling them to access internet content, applications and services anywhere and anytime and to have a constant link with their social circles. It’s more than a medium of transmission; it’s the preeminent tool for both social communication and daily life management.

6

OF SMARTPHONE USERS

REPORT SATISFACTION

USING THE INTERNET

ON THEIR MOBILE

DEVICES

7

The Smartphone is the biggest technology shift since broadband, representing a truly lifestyle-changing innovation. Consumers enjoy their Smartphones and how they improve their quality of life.

MOBILE IS PERCEIVED AS

CUTTING-EDGE MEDIA
& ASSOCIATED WITH BEING

ACTIVE, TIMELY

& CURRENT
Cutting Edge Innovative Boring

Mobile Cool Active Timely Computer Browser Current Vital Exciting for me Fun Powerful Important Trustworthy Credible

Newspaper Old- fashioned

Informative Relevant Radio Influential Magazine TV

Passive

Entertaining Relaxing

HOW THEY FEEL
When study respondents were asked to associate certain attributes with various channels, mobile was highly distinctive with a virtual monopoly of leading edge media concepts.

8

USERS ARE CONSTANTLY

CHECKING IN WITH

MOBILE MEDIA.
WHEN WILL THEY INTERACT

WITH YOUR BRAND?

95%

Other downtime

82%

81%

At work

While shopping

80%

At home

65% to work Commuting

9

CONSTANT CONTACT
Smartphones have enabled Americans to consume media throughout their daily routines, with 82% using mobile devices at work and 81% using mobile devices while shopping. The mobile web has also become a ritual with commuters, who use the mobile web as part of their workday commute. This creates an unprecedented opportunity for marketers to transition with consumers as they move from activity to activity throughout the day.

BRIEF HITS OF CONNECTION
& UTILITY ARE CURRENTLY
THE MOST POPULAR FORMS OF

73%
ons ecti ps Ma Dir &

CONSUMPTION

55%
ing

Soc

ial

twork Ne

55% 44%

tau Res

nts ra

/M o

vie

tings Lis

s view / Re

Info s& w Ne

onal ati N

34% 33%
% use mobile to access corresponding media

nfo ss I ine Bus

Info vel Tra

Smartphones serveon consumer’s devices get from one place to another, as friends, Consumers rely as atheir mobilecompass to share experiences with their well as a guide tofamily and colleagues.purchases, news and entertainment. At the same time, they provide an restaurants, shopping important social outlet.

Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks.

10

MOBILE OFFERS
ANOTHER OUTLET

TO CONNECT &

85 send%photos taken on
their Smartphones (Average: 16/mo.)

SHARE

send%articles and videos to others (Average: 13/mo.)

71

74 %
use mobile social networking sites and apps

50%

prefer sending text messages to calling

11

Consumers rely heavily on their mobile devices to share experiences with their friends, family and colleagues. The majority of all surveyed Smartphone users share photos, articles and videos with their social contacts using their mobile devices. Smartphones also enable consumers to stay off the phone, with half of all users preferring text messages to telephone conversations.

SHARING CONTENT

IS KEY TO THE ATTRACTION
I shared content with my friend over lunch, as we were checking the market. ...when the kids come home, my husband will laugh at us because we’ll be huddled together on the couch, each with his or her respective iPhone, sharing apps,YouTubes, music, etc. It bridges a social gap.

I view drug information on my mobile in the morning and discuss it with my partner and clinical professor at nursing school.

12

12

MOBILE IS NOT A STANDALONE MEDIA SOURCE.

use TV and mobile concurrently

77

%

follow brands 55% across multiple media been 42% have mobiledriven to from

56%
have been driven to mobile via other media

other media

“MEDIA MESHING”

IS A POWERFUL
COMPONENT OF THE

media mesh 37% complimentarywith content

EXPERIENCE

13

BOUNDARYLESS MEDIA
Smartphones work powerfully with other media. For example, mobile drives consumers to other media, which also drive consumers back to mobile – generating a circuit of juxtaposed mediation. This effect is enhanced when users simultaneously consume multiple media in order to optimize productivity or enrich the content experience.

MEDIA MESHING
FILLS THE TIME WAITING FOR

SLOW-LOADING CONTENT

WHILE FULFILLING
INSATIABLE USER HUNGER

FOR CONTENT

I can’t get enough sports information. Yesterday, I was looking at espn.com on my phone, reading the sports section and watching pro football on TV at the same time.

I will flip through a magazine while surfing on my phone, using it to pass the time while the pages load.

I have a slow connection on the phone, so I watch TV while pages download.

12

Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks.

14

iPHONE USERS HAVE
HEAVIER CONSUMPTION

HABITS
Mobile Social Networking

55%
iPhone
M-Commerce

Concurrent TV Usage

50%
iPhone

37%
Others

36%
iPhone

34%
Others

19%
Others

% use once or more per day

% have made a purchase via mobile

% use once or more per day

15

WHO’S USING THE MOBILE WEB?
Mobile trends are led by two groups: younger users and iPhone owners. High usage among iPhone owners may be due to the fact that these consumers are often early adopters and that the iPhone interface is among the most sophisticated in terms of offering a rich and rewarding user experience.

YOUNGER DEMO HAS
HEAVIER CONSUMPTION

HABITS
Mobile Social Networking M-Commerce Concurrent TV Usage

13-17

67% 58% 45% 29% 14%

26% 30% 24% 21% 15% 28% 20%

55% 46% 42%

18-24
AGE

25-34

35-44 45-64

% use once or more per day

% have made a purchase via mobile

% use once or more per day

Not surprisingly, users aged 13 to 24 – those raised on the web and mobile communications – are among those with the heaviest consumption habits, using their Smartphones for social interaction and often in front of the television.

16

SMARTPHONE

MARKETING

BRANDS HAVE A COMPELLING

OPPORTUNITY TO ENGAGE

WITH USERS IN THE

% Listening to radio

6

MOBILE ARENA
27%
Using mobile web & apps

13%

17%

Reading a magazine

Watching television

Using web on computer

33%

19%
Reading the newspaper

% completely focused

19

GETTING THEIR ATTENTION
While the broader media environment is typically full of noise and distraction, consumers report being surprisingly focused when using the mobile internet. This finding is significant to marketers seeking to compete with external distractions and engage consumers in a meaningful way.

I feel grateful when I’m using the mobile web. Rather than wasting time, I can take care of my family.

It’s pretty amazing how focused I am when I use my iPhone. The screen is tiny but I can completely ignore the world around me when I’m using my favorite apps.

The word I use to describe my state of mind when using the mobile web is CURIOUS.

USERS ARE IN A PRIMED

EMOTIONAL STATE.
SIMPLY USING THEIR DEVICE

CREATES FEELINGS
OF APPRECIATION &

CURIOSITY.
Consumers rely on their mobile devices to share experiences with their friends, family and colleagues. Over three out of every four Smartphone users are sharing photos, articles and videos across their social networks.

20

MORE THAN A THIRD (38%)

OF CONSUMERS HAVE
TAKEN ACTION FROM A

MOBILE AD
Of those who have taken action...

53%
Click on the ad

35%
Opt-in for email with more info/ coupons

34%
Make purchases via computer or in-store

32%
Opt-in for text message with more info/coupons

24%
Made purchases via mobile

7%
Other

21

ADS AND ACTION
Mobile offers brands the opportunity to reach consumers in new places and new ways, and mobile users report acceptance and even appreciation of mobile advertising. In fact, over one-third of Smartphone consumers report having taken action from a mobile ad. Smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%), and making purchases via their Smartphones (24%).

MOBILE ADVERTISING IS

BEGINNING TO
DRIVE CONSUMER

BEHAVIOR
More than 1 in 5 have had a mobile ad...

29%
Lead them to share info

22%
Influence a purchase

21%
Create product awareness

Mobile advertising provides multiple routes to brand building, both viral and direct. Smartphones serve as both the engine and the vehicle for sharing product information. Users also report that mobile advertising is capable of influencing their purchase behavior and brand awareness.

22

WHILE MOST USERS

PURCHASE ITEMS
FOR THEIR DEVICE,

44%
Purchases for my mobile (e.g., apps)

COMFORT IS GROWING FOR OTHER
PURCHASES

24%
Other purchases

% have done via mobile...

23

Significantly, nearly one of every four Smartphone users has made a purchase of non devicerelated products or services from their phones – indicating growing comfort with the medium as a shopping tool.

MOBILE MEDIA LETS YOU INFLUENCE CONSUMERS

AS THEY SHOP
I LOVE being able to look up recipes while grocery shopping. As an avid shopper, having the ability to compare prices of products while out shopping is awesome.

phones to Use their research products they are considering

81

%

81
Smartphones offer marketers unique opportunities to influence consumers at the very moment they are considering purchase decisions and comparing prices.

%
phones

Use their while shopping

24

OPPORTUNITY
TO INCENTIVIZE

Unlike traditional coupons, males and younger users have the highest degree of interest.

AND REWARD

A BRAND’S USER BASE

74 % 71% 73 % 75 % 62% 75 % 79 % 76 %

% of sample who would consider redeeming coupons via mobile
MOBILE MOTIVATION
Mobile also provides a new and perhaps the ideal platform for distributing online coupons, a notion that appeals to nearly 3/4 of all Smartphone users. Surprisingly, the study showed that males are the most open to this mode of couponing. Also unexpected was the high percentage of young consumers open to this activity – with 25 to 34 year-olds representing the age group most interested in mobile coupons.

25

USERS KNOW A

SEISMIC SHIFT
IN ADVERTISING

IS COMING &
THEY ARE EXCITED

ABOUT IT
I have a Bank of America app. Every time I use my phone, I see the icon. When I need account information, it’s just a click away. I don’t know if that is advertising, per se, but it makes me feel better about my bank.

It’s not just about screaming a message at me anymore. It’s about providing value and that, to me, is so much better than trying to influence me by interrupting my favorite TV shows.

26

SMARTPHONE

FUTURES

DIGITAL AND
IN PARTICULAR

60
du pate rs tici ea Net an in 2 y
E BIL MO ER P UT OM C

%

MOBILE
IS ANTICIPATED TO
CONTINUE GROWING

sag

e

}
33
%

{

TV

DIO RA

ES ZIN GA MA

PER S PA NEW

-4 % -5 -20% -30%
S E E SAM UT TH ABO

%

EN OFT ORE M CH MU

N FTE SO ES CHL MU

29

CONTINUAL GROWTH
Six of every 10 Smartphone users surveyed expect their mobile internet usage to increase significantly over the next two years and to become an even more integral part of their lifestyles. This growing reliance on mobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints.

MOBILE TRANSACTIONS

WILL CONTINUE TO

BECOME COMMON

PRACTICE AS

SECURITY CONCERNS ARE

ADDRESSED

%

so dres ad or hf tim es vie t n Searc ura kmo ta

fs

tore tore

ilei wh cts

ns

95 % 94

Chec res odu for pr arch for Se es % flig pric k-in Ch ec

ht

93 Co mpare for a plane
%

86 82

c s ti em on de ce se rva n % Re bala nt el re 74 ket rav ccou ka nts c uco he % Ma C % ac 67 73 ee n betw yb ills Pa n ey mo r% 58 nsfe tock Tra % es 55 ll/p has urc % Se

on oup

%

s

? Utilitarian tasks ? Banking

41
% have done or would consider doing via mobile

As usage expands, so will consumer confidence in the security of the mobile web for privacy-sensitive tasks such as banking. This is clearly an area where merchants have an opportunity to reassure and woo customers with appropriate messaging and protective features.

30

SPEED AND COMPATIBILTY

ARE THE RICHEST
AREAS FOR RAPID

IMPROVEMENT
Timeliness Quality of content Ease of use

Organization of sites

Appearance of sites

Speed of downloading text Quality of video Quality of brands Amount of video Cost PERFORMANCEof access Speed of downloading images

Speed of video

Number of ads Size of ads Number of mobile formated sites

DERIVED IMPORTANCE Smartphone users are reaching for their devices to help answer unmet needs and will increasingly do so as speed and compatibility issues are resolved. Services that don’t have dedicated mobile formats are going to miss out on this significant shift in consumption.

31

CONCOMITANT MARKETING: The Smartphone represents the first marketing channel for marketers to move with and message consumers everywhere they go. Mobile is less about “wireless online” and increasingly a highly personal and customized medium.

MESHING: Smartphones are the ultimate media meshing tool, with consumers simultaneously consuming media on multiple screens and utilizing their Smartphones to enhance their TV viewing experience.

INFLUENCER VEHICLE: Mobile is perceived as cool, active and timely – the attributes of a vibrant brand that is positioned for growth and viral adoption. Mobile advertising provides an opportunity to reach trendsetters and make a lasting impression on the influencers who are a key audience to any brand’s success.

ACCEPTANCE: The Smartphone is improving consumers’ quality of life. They appreciate marketers who sponsor their mobile experiences. They want advertising that is appropriate for their frame of mind and passions. They understand the role that advertising plays in providing free content and prefer advertising that delivers more relevant messages to them.

32

INITIATIVE COMMISSIONED BY AOL AND UNIVERSAL McCANN
ABOUT UM
UM is a global media communications agency that represents the world’s leading marketers and strategic thinkers including Coca-Cola, ExxonMobil, Johnson & Johnson, MasterCard, Microsoft, Sony, Bacardi, L’Oreal and UPS. Part of the Interpublic Group of Companies (IPG), UM has roughly 169 offices in 130 countries and more than 3,600 employees with headquarters in New York. UM provides a full spectrum of media services including media and communications planning, digital strategy consultation, analytics and economic modeling, research and consumer insight. The company’s mission is to deliver Curious Minds for Surprising Results.

ABOUT AOL
AOL is a global Web services company that operates some of the most popular Web destinations, offers a comprehensive suite of free software and services, runs one of the largest internet access businesses in the U.S., and provides a full set of advertising solutions. A majority-owned subsidiary of Time Warner Inc., AOL LLC and its subsidiaries have operations in the U.S., Europe, Canada and Asia. Learn more at AOL.com.

THE TEAM
Graeme Hutton, Karen Ring, Maggie Fosdick and Ali Ponce De Leon, Universal McCann Stu Rodnick and Maria Pousa, AOL Special thanks to the 360 Creative Team at AOL for producing this booklet, Agatha Chang from Universal McCann and Scott Kelliher & Stacey Comito from AOL for their mobile marketing expertise.

RESEARCH INQUIRIES CAN BE DIRECTED TO:
Graeme Hutton Director of Consumer Insights, UM Tel: 646.865.3437 Email: Graeme.Hutton@umww.com Stu Rodnick Senior Director Strategic Insights, AOL Tel: 917.534.5069 Email: stu.rodnick@corp.aol.com