Stop and think about going mobile
It’s not exactly breaking news, we know. But just in case you haven’t considered integrating mobile into your communications strategies, here’s some recent facts and figures that might make you stop and think.
It’s everywhere you want to be: Apologies to Visa, but thanks to GPS technology, consumers’ favorite brands are literally everywhere they want to be. Mobile apps with geo-targeting technology allow consumers to interact with their favorite brands from anywhere in the world, whether it’s finding the nearest store or checking in at a local hot spot. In fact, companies will spend close to $4 billion on location-based mobile technologies by 2015.
It’s one-stop shopping: It’s not all ringtones and horoscopes. Consumers are becoming increasingly comfortable with using their mobile phones to make non phone-related purchases, too. Ten percent of Americans use their phones to receive coupons and discounts or buy goods and services. The numbers go up for smartphone users. Half of iPhone and BlackBerry owners use their phones for mobile commerce.
It’s better than sex: Is that text message really that important? Apparently it is. According to the Retrevo Gadgetology study, one-in-10 Internet users under the age of 25 claims he or she would answer a text message during sex. One-in-four would even do so while using the restroom. When you gotta text, you gotta text.
It’s memorable: Mobile may be the third screen, but it certainly doesn’t finish last when it comes to advertising recall. Research firm Insight Express found mobile ads to be more effective than online ads in consumer ad awareness and message association. And, not only did consumers remember mobile ads, it turns out mobile ads are more likely than online ads to lead to greater purchase intent and brand favorability.
It’s a nonprofit money-maker: In the wake of January’s devastating earthquake in Haiti, the American Red Cross raised $32 million through its text-to-give campaign – the most successful mobile philanthropy effort of all time. If there is anything good that can come out of the disaster, it’s that Americans have found a new means of donating to important causes. Almost one-in-five are more likely to text donations to their favorite nonprofits after hearing about Haiti’s mobile fundraising success and 19 percent would prefer texting to alternative donation methods.