Tag Archives: apps

How Consumers Learn About Apps

Over the past few days, we’ve posted information on the importance of mobile and apps are to small businesses. One of the biggest concerns among SMBs without a mobile solution is that they don’t know how to build a mobile app. Before embarking on any new tactic, you need to develop a marketing plan. Spending time and money to create something without figuring out how you are going to attract an audience to it will likely cost you a large amount of time and money on the back end. A recent study shows how consumers find out about mobile apps. This type of information is key to developing a successful mobile app strategy.

shutterstock_100334786● More than half of all consumers said they learned about an app they downloaded from friends, family or colleagues
● 40% found apps through browsing through an app store
● 27% discovered apps through search engines
● Nearly 25% said they learned about a download app from the company’s web site
● Just over 20% said they found out about an app they downloaded from the Television

What Does This Mean To You?

A majority of people found out about apps from the people around them.
This cyclical situation means that you definitely need an audience
development strategy.

Before developing any marketing plan, you need to ask yourself 2 questions:
● Who is my target audience
● What are my objectives/goal for this project or campaign
Both of these need to be actionable. That means that everyone is not a target
audience and make money is not a quantifiable objective.

In the case of spreading the word about an app. Start with telling consumers what the value you is. Sell them on the why, then tell them the how.
Promote it through your current loyalty programs and through social presences.
If you are a physical store, create signage promoting that you have a app.
Don’t forget about your current web site, create a direct link from your page to
whatever download portal you are using. It might be a good idea to create a
micro site to promote your app. Talk to your web developer about adding tags to
that site to drive specific app publicity traffic.
Once you’ve created a buzz, the next hurdle is getting people to download it.
For more information on creating a strategy to increase your visibility and
profitability, please contact:


Sources: MarketingCharts.com; Ipsos MediaCT


Top Mobile Activities

Consumers are living in a mobile first world. More than one adults sleep with their smart phone. Nearly 75% of adults said the first thing they do in the morning is check their phones. Your customer’s dependence on mobile devices gives you many opportunities to engage them. Knowing what mobile activities they use most can help you device the most effective messaging tactics to your organization.
shutterstock_86181751● Text messaging is the top smart phone activity, 86% of smart phone owners send and receive text/SMS messages
● Just over 80% use their smartphone to check email
● Nearly two-thirds use their smart phones for social networking
● Roughly 60% use GPS functions, pre-installed apps and games
● More than half use their smart phones for search functions, google maps and to listen to music
● Just under check their calendar on their phone or use it to get news and information
● 27% use chat or instant message services and 25% access Internet/VOIP services and check finances
● Approximately one in five users access paid apps, use voice recognition services (ex. Siri) or cloud services
● Other mobile tasks consumers use are organizer functions, reading books, watching movies and listening to podcasts

What This Means To You

Just 1% of consumers use their smart phone for only making calls. Mobile devices really are true personal connection devices.
What are you doing to have these consumer’s connect with you?
Text / SMS messaging and email can be an important piece of any loyalty program. But the message you send must have value and be relevant. The more targeted your message, the more relevant consumers will find them.
Weather apps aren’t just for people selling umbrellas. Unless your customer base lives in San Diego or Honolulu (ie: a place where the weather generally never changes), weather can have a big impact on prospective customers lives. Weather apps can give you a great audience for almost any product you are trying to market.
Like email, social media has become a mobile first function. Consumers aren’t just checking to see what their friends are up to, they are looking at the social presences of businesses they might shop at, what their friends and online peers may say about those businesses and expert reviews of companies.
This is one of the reasons a sound reputation management plan is important.
Mobile search is also very important. Mobile search leads to results for local businesses.
If you don’t have a robust search strategy, you could be giving business to a competitor.
These are just a few ways that mobile functionality can improve your businesses bottom line.   But as quickly as mobile has consolidated functions from many devices into just one (or two), changes are coming. The “internet of things” and connected devices are going to create even more uses for mobile devices. For more information on how you can better prepare your business for the next wave in mobile innovation, please contact:

Al Fiala

Sources: Citrix; Motorola; B2X Care Solutions

Mobile Resolutions

Mobile devices continue to play a bigger part in how we live our lives.  They may have started with being communication tools and become a go to information resource, then moved into a purchasing apparatus.  Now, smart phone users are utilizing their devices in making needed changes in their lives. New research has become available that shows the extent that mobile devices are aiding users in keeping their New Year’s Resolutions.

shutterstock_118398442• Nearly 30% of females and almost a quarter of male mobile device owners planned to use their mobile device to help keep their New Year’s Resolutions on track

• The top way users planned to employ their devices was by helping them be on time, three-quarters of those who planned to track answered that way

• Almost two-thirds said that they would use mobile devices to better stay in touch with people

• Roughly 40% thought they would use smart phones & tablets to read more and stay organized

• Four in 10 also indicated that mobile devices would help them get healthier through calorie counting apps

• One-third believed that their mobile device can help with stress relief and saving money through couponing

• Fitness tracking, meeting new people and quitting smoking were other ways they were going to employ their smart phones & tablets

What Does This Mean To You?

Mobile devices have become embedded in our lives.  The more consumers use them, the higher they set the bar for their mobile experience.
When was the last time you critically looked at the way your mobile
site operates?
Are their functions you want it to perform that it doesn’t?
Have you asked your customers if they use your mobile site and how they think?
Have you asked them if there are functions they might like to see?
Keeping your customers engaged is paramount to ensure a great mobile
user experience.
With so many companies competing in the mobile space, you want to make sure you are not behind the pack.  For more information on how to stay ahead of the competition mobile-ly, please contact:
Al Fiala

Source: eMarketer; Propser Mobile Insights

Mobile Moviegoers

Going to the movies is a time honored tradition.  Things like streaming media and on-demand programming has made going out to the movies something special.  Economic conditions have also made going out to the movies something of a treat.  Moviegoers don’t want to waste time or money on a film that may not be something they want to see.  Mobile is one of the tools they are using to make sure a trip to the cinema is worth it, Recently a study has been released that shows how much moviegoers rely on mobile.

• One in five regular moviegoers always consult a mobile site or app before picking a movie to watch in
a theater

• 10% visit most of the time

• Nearly 40% sometimes check mobile resources before buying
a ticket

• 17% rarely visit and 16% never check mobile functions before deciding a movie to see

What Does This Mean To You?

Nearly one in three regular moviegoers utilizes mobile technology before they purchase a ticket for a movie.  This speaks volumes about how mobile affects the purchase cycle.  Mobile devices have become consumer’s on-the-go research department.  With so many consumers forming buying decisions based on mobile websites, apps, mobile search, mobile social presences and reviews – you need to make sure your businesses mobile site is something that will help bring you results.
Is the site easy to navigate?
Can users easily find contact information and location?
Are you promoting any positive reviews?
Do you offer any mobile coupons or offers?
Don’t let your mobile strategy cost you customers, for more information on mobile tactics that can help your business grow, please contact:
Al Fiala

Source: eMarketer; IAB

Activities of Mobile Holiday Shoppers

Mobile is a hot topic this holiday season – and it’s not about how many mobile devices will be on gift lists this year.  We’ve posted several articles about how important mobile shopping will be and when these shoppers will be researching and making purchases this holiday season.  Today, we’ll look at the specific actions mobile shoppers will be engaging in this year.

• Over 40% of online adults will use a smart phone to check for specials and sales

• 41% will look for competitive pricing on Amazon – an increase of 17% from 2011.
35% will check online retailers other than Amazon and 30% will comparison shop on
shopping engines

• 37% will browse an online store or look up store information.  The number of consumers looking up store information is set to increase by nearly 25% from last year

• One-third will check for product ratings and reviews

• 30% will check a retailer’s mobile site where they intend to buy

• 28% will check available inventory before visiting the store

• 22% will reserve products for in-store pick-up

What Does This Mean To You?

Mobile consumers are very connected to their devices and will be using many different smart phone functions during the holidays this year.
The common denominator looks to be savings.
To ensure your mobile site is as valuable as possible to shoppers, make sure you promote any offers you plan on having.  If the products you are selling are also available on Amazon or other mass online retailers/shopping engines – compare your prices with theirs to check competitiveness.  Be sure to include any shipping charges in your comparison.  If you offer free set-up or removal, that is a value that you should include in your mention.  Also promote an easy return/exchange program.  For more information on how to make your mobile strategy as competitive as possible this holiday season, please contact:
Al Fiala

Source: eMarketer; MarketLive

Smart Phone Owners And Apps This Holiday Season

Mobile is going to be an important part of most consumers’ holiday shopping activities.  Mobile helps them save time, money and aggravation.  A new study points out how important shopping apps will be to consumers over the holidays.

• Nearly one-third of shoppers plan to download a shopping app this holiday season

• Over 30% already have a shopping app on their mobile device

• More than 80% of these shoppers use the apps to save money

• 70% planned to download a
coupon app

• 66% of preferred using price comparison apps

• Over six in 10 plan to download an app with scanning capabilities

• 54% said they would download a Black Friday Specific app

What Does This Mean To You?

Online retailing had a huge affect on consumerism, but mobile may have a
larger impact.
Mobile devices give consumers portable power to compare, research and purchase.  It also gives your business to the ability create connections and develop loyalty.  The key is convenience.  Whether it’s coupons, directions, payment or merchandise pickup – there are mobile functions that can make getting through holiday shopping easier and cheaper for your customers. For more information on how to incorporate mobile tactics and make the holidays brighter, please contact:
Al Fiala

Source: Mobile Commerce Daily; PriceGrabber

Tablets or Smart Phones, What Devices Do Consumers Use (Part 1)

Mobile device has become the generic term for tablets, smart phones and pocket PCs (for the few people who still own pocket PCs), but the functionality and capabilities of these devices differ and so does the types of content most accessed on them.  A new research report looks at the type of device and the content consumers are most likely to use it for.  Knowing this information can help you create strategies that will maximize your mobile offerings.

• 46% of tablet owners access books on their device, that is 4 times more than the amount of smart phone users that access books on those devices

• Over one in four tablet owners watch movies on their device compared to just 9% of smart
phone owners

• 26% of those who have tablets use them to look at magazines, that over 4 times as many smart phone magazine readers

• A quarter of tablet owners watch TV shows on their tablets, just 10% of smart phone owners watch TV content on those devices

• Among iPad owners , users credit the device’s larger screen for its preference as a web and video viewing tool over the iPhone

• When it comes to social media and shopping functions, iPad owners are more likely to access this content via mobile web vs. app

What Does This Mean To You?

We’ve had several recent posts that point out how tablets are consumer’s preferred mobile device for mobile shopping. They are also the device consumers’ use most during second screen activities. Tablets are certainly the device of preference for long form information.  Consumers have long periods of engagement and tablets offer many benefits during the transactiontional phase of the sales process.  In tomorrow’s post, we’ll look at the activities that consumer do more of with their smart phones.  For more information on leveraging the right content to boost your mobile strategy, please contact:
Al Fiala

Source: Nielsen