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There must be an app for that!

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May 28 2009

I've been thinking a lot lately how to approach marketing executives about mobile marketing because it is still one of those things that is hard to grasp, especially in the pharmaceutical and healthcare space where patient privacy is so important.  A lot of marketers I speak with are interested in the idea of SMS, iPhone applications, etc., but wonder how to fit it into their overall strategy, never mind getting buy-in from management and legal.

While reading a blog about Social Media Marketing, I stumbled upon an article about Smartphone ad responders on Marketing Charts which had some staggering statistics that are well worth sharing.

 A study conducted by Universal McCann found that more than one-third of high use Smartphone users respond to mobile advertisements.  "Smartphone users" are defined as those that download mobile content from the web at least once at day or close to it.  In addition a unit of Interpublic Group conducted the study earlier this year and presented detailed findings at the OMMA Mobile Conference.

Among the findings:

  • Smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%).
  • Some 82% of respondents report they use mobile devices at work.  81% use them while shopping.
  • The mobile web is also popular with commuters, who use it as part of their workday commute.
  • Nearly one of every seven minutes of media consumption takes place on a mobile device, and six of every 10 consumers expect their mobile internet use to increase significantly over the next two years.

Can you remember a day (or hour) that has passed recently that someone didn't say "there must be an App for that!"?  This leads me to think that services that don't offer mobile formats might miss the boat on the shift to mobile media marketing that we're seeing.  Now that's staggering...

 

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