In yesterday’s post, we learned that mobile travel booking may lag behind bookings through traditional computers but mobile bookers are likely to use their device again for that activity. When it comes to travel associated activities mobile devices are used much more often. The functions mobile travelers use and the reasons behind their activity are can be transferred to many businesses.
• 56% of travelers used a mobile device to research travel
• Nearly half of travelers have used their device to do aspirational research
• The top reason mobile travelers used their device was because it was easily accessible – 55% of those who own a smart phone and over 60% of those who have a tablet responded that way
• The most helpful content travelers found on mobile sites was discounts (64%), photos (55%), information on activities available at destinations (47%) and reviews (38%)
• The top destination influencer was friends & family (47%), travel agency sites (40%), destination sites (32%) and Travel blogs/consumer rating sites (28%)
What Does This Mean To You?
The reasons why consumers use mobile devices and the activities they perform generally do not change from industry to industry.
• Consumers are using mobile devices to research products
• They use mobile devices because they are convenient and accessible
• Saving money is often seen as the biggest benefit
• Photos are a great engagement tool
• While friends and family hold the biggest influence, reviews are important to mobile travelers
Are you using your mobile device to capitalize on these trends?
For more information on how mobile can help you generate more revenue
and create traffic, please contact:
Al Fiala
407.506.4570
amfiala@gmail.com
Source: Expedia; comScore; eMarketer
Maybe They’re Just Not Into Your Social Brand Anymore
The relationship between consumers and brands may be just like any other relationship. They have ups & downs and sadly, sometimes they end (Believe it or not, some recent studies found that consumers might be more loyal to the brands they follow than their significant others). The reasons these social brand relationships end are very similar to real life relationships as well.
The brand may get too clingy, the brand might not be who the consumer thought they were or maybe they brand and consumer just grew apart. Like real relationships, knowing where things went wrong can help you make better decisions in the future.
• Nearly 40% of online adults say they have rarely ended connections with brands on social media. 24% say they have never ended a social brand relationship
• The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this
• 22% said the brand’s value was different from the initial perception
• One in five consumers who ended a social brand relationship didn’t see any value in staying connected
• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand
What Does This Mean To You?
Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing.
It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in.
The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them.
Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact:
Al Fiala
407.506.4570
amfiala@gmail.com
Source: SocialVibe; eMarketer
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Posted in Social Media
Tagged brands, comments, email, Engagement, retail, shopping, social, UGC