The Connected Companion: The Implications of Mobile and Smartphone Ubiquity - 2018

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    Written by Joe Laszlo with David Daniels and Nicholas Einstein mobile, apps, smartphone, consumer behaviors, attitudes, mobile shopping, mobile payments About: Published February 2018, this study documents consumer mobile phone and tablet behaviors and attitudes. Eighty-six percent of U.S. consumers have a smartphone, making it a key channel for interactivity. About one quarter of U.S. say that they “cannot be without” their smartphone and that they sleep with it.

    Key Questions:
    • What consumer behavior trends should influence mobile marketing strategies?
    • How does tablet adoption and use compare with smartphones?
    • How are people interacting with brands on their phones?
    • What is the role of mobile apps in the media ecosystem?

    Key Findings:
    • Smartphones are nearly ubiquitous, and increasingly essential. Eighty-six percent of U.S. consumers have a smartphone, making it a key channel for interactivity. About one quarter of U.S. say that they “cannot be without” their smartphone and that they sleep with it.
    • Almost one quarter of U.S. consumers are phone-firsters, a segment defined by using their phones as their primary device for both email and online media and shopping activities. This group is unsurprisingly highly engaged with mobile, and their usage patterns indicate trends that the mobile mainstream will follow over the next six to twelve months.
    • The mobile phone is emerging as a key platform for content, communication, and commerce.  Thirty-two percent of U.S. mobile users say their phone is the primary way they get news.
    • Consumers are open to downloading branded apps, but apps continue to face challenges gaining adoption. While consumers report that they have on average 19 apps on their phones, they also report they use only eight apps at least weekly.
    • Consumers are also open to an array of brand interactions on their mobile phones, with 40 percent visiting a brand’s website, 28 percent downloading a retailer or brand app, and 23 percent opting in to SMS text marketing, among other notable activities.  
    • Propensity to interact with brands drops off significantly only for consumers over 60 years old. Thus mobile should be part of most marketing and advertising campaign planning.

    The Research: 19 pages, 19 Charts, 5,854 words. Part of our Research Subscriber Series.

    Item: TRGSS0318 | Madtech Social Marketing Research

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