The Consumer Companion: The Implications of Mobile Ubiquity - 2019

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    Written by David Daniels and Nicholas Einstein Mobile Usage, Consumer Behaviors and Attitudes, App Adoption, Mobile Shopping.

    About: Published in on 1/8/19, we examine consumer mobile and mobile marketing attitudes and behaviors. We examine how consumers are interacting with brands, apps, commerce on their mobile devices as well as attitudes and behaviors related to mobile marketing

    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. Eighteen percent 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 18 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 32 percent visiting a brand’s website, 17 percent downloading a retailer or brand app, and 17 percent opting in to SMS text marketing, among other notable activities.  

    The Research: 12 pages, 12 Graphics 3,475 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0319

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