The majority of mobile local search click actions were calls in 1Q2012. According to a report released by xAd, placing a call to a local business was the leading secondary action after a mobile-local search ad click.
- 58 percent of secondary actions post-search click led to calls, ahead of maps and directions (36 percent).
- Overall, the secondary action rate stood at a healthy 36 percent, with the click-through rate on search campaigns reaching just over 8 percent.
- SOURCE: http://www.xad.com/about/news/xad-report-reveals-significant-increases-in-performance-across-its-network-in-q1-2012
Nielson has release a report that details how U.S. smartphone owners using their devices while shopping in-store, revealing that barcode scanning activities differ significantly depending on the type of store.
- 57 percent have scanned a QR code for product details while in an electronics store, compared to 36 percent who have done so in a department store.
- At the other end of the spectrum, 5 percent of consumers have scanned QR codes in a furniture store, and only 2 percent in a dollar store.
- SOURCE: http://blog.nielsen.com/nielsenwire/online_mobile/for-u-s-consumers-different-stores-mean-different-smartphone-shopping-behavior/
A new study from the Interactive Advertising Bureau underlines the strong use of mobile by consumers while they are inside a retail store.
- Ironically, it is also the mobile phone that might be hindering mobile commerce. The report reveals just over half (53 percent) of users have stopped an in-store purchase due to precisely this reason.
- Joe Lazlo, senior director of the Mobile Marketing Center of Excellence at the IAB, New York commented: “Since we all love to make the best use of our time and money, these kinds of behaviors are likely to spread and become mainstream really quickly. Fighting this trend is certainly going to be a losing strategy, so I predict that savvy marketers will learn to live with, and even court, these newly empowered consumers, who can and do leave a store if they discover a better deal somewhere else.”
- SOURCE: http://www.mobilecommercedaily.com/2012/05/17/53pc-of-mobile-users-stop-an-in-store-purchase-because-of-their-phone
Mobile data volume continues to grow from strength to strength, according to a recent report from Chetan Sharma summarizing developments in the U.S. wireless market 1Q2012. In fact, smartphone data consumption at some operators in the U.S. is averaging close to 800 MB/mo.
- Data now accounts for over 85 percent of the total mobile traffic in the U.S. As new devices and new network technology roll-outs continue in 2012, the data traffic is forecast to grow at its present pace.
- However, signaling traffic is growing at even a faster rate — 3x as much in some cases.
- SOURCE http://www.slideshare.net/fullscreen/chetansharma/us-wireless-marketq12012updatemay2012chetansharmaconsulting/32
Twice a year Mogreet brings us its view of rich media trends and the uptake of mobile video. The new edition of the company’s Mobile Marketing Analytics Report shows particularly strong growth in mobile video views by Samsung users.
- Apple iPhone continues to lead mobile video messaging usage, increasing from 7.4 percent to 23.6 percent since August 2011.
- Samsung devices is quickly gaining ground, increasing from 2.9 percent to 21.9 percent over the same period.
- SOURCE: http://blog.mogreet.com/
Editor’s note:
MobileGroove has partnered with éclat Marketing — a company that has consistently delivered breakthrough PR campaigns based on a deep understanding of developments impacting mobile, technology, and our society at all levels — to bring you Mobile Data Points. This regular feature, which will highlight the mobile reports and insights you need to know to plan and run your business, is curated by Sophie Young, a member of the éclat team who has a passion for mobile trends, apps and her BlackBerry. If you have a report or survey you think should be included in this regular roundup, then reach out to Sophie directly via email sophie@eclat.co.uk or Twitter (@PheeYoung).
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