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>>Wearables Marketing >>Market Research >>Mobile Marketing

Digital Marketing Research Roundup for January 2016


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Mobile Coupons Lead to Lickity-Split Action

Source: MobileMarketingWatch

▶ How fast do consumers who receive mobile coupons use them? About 65 percent redeemed them within 5 minutes.

▶ Average redemption rates continue to be 10x greater than traditional paper coupons. The number of mobile coupon users in the U.S. continues to rise — from 61 million in 2013 to 104 million last year.

▶ 43 percent of mobile users have used a mobile coupon and 26 percent increase their basket size when using one.

▶ A personalized coupon motivates 39 percent to spend more and 60 percent would adopt mobile payments if offered coupons.

▶ In the case of convenience store coupons, the evening commuter period were found to be the most responsive time for mobile coupons. What do mobile coupon users buy at the convenience store? Energy drinks (43 percent), soda (17 percent) and juice (15 percent). Free offers elicited — naturally — the highest redemption rate (15 percent).


Apple's iPad Sales Continue to Suffer

Source: FastCompany

▶ Sales of iPads declined 25% during [4th quarter 2015], which included the holiday shopping season.

▶ The company sold 16.1 million of the iPads, falling short of the 18.2 million unit sales analysts had expected.

▶ Quarterly declines began in the first quarter of 2014 and declined roughly 20% in each of the first three quarters of 2015.

▶ IDC said in December that worldwide tablet shipments would reach 211.3 million units in 2015, down 8.1% from 2014. The new numbers follow three consecutive quarters of declining shipments in 2015.

▶ iPad sales have been hurt by the introduction of larger-screened iPhones and 2-in-1 tablets (a keyboard detaches from the body of the device). IDC expects detachable tablets will continue to represent a growing portion of total shipments.

eMarketer says that consumers 18 years of age and older will use their phones and tablets for non-voice activities an average of 198 minutes per day by 2017, an increase of 13 percent from daily usage in 2015.

Location-Targeted Advertising Accounted for 85 Percent of Clients’ Holiday Mobile Ad Spend

Source: MobileMarketingWatch

▶ Mobile advertising accounted for 57.7 percent of all digital ad impressions served by MaxPoint during the holiday season (from November 26 through December 25, 2015).

▶ 85 percent of their mobile ad spend was on location-targeted advertising to phones and tablets.

▶ According to BIA/Kelsey, mobile phone and tablet ads that drive consumers to take offline action (i.e., location-targeted ads) accounted for 40 percent of all mobile advertising dollars in 2015 compared to the 60 percent spent on non-location-targeted ads.

▶ BIA/Kelsey has forecast that by 2020, location-targeted advertising will surge as non-location mobile experiences a decrease.

▶ eMarketer says that consumers 18 years of age and older will use their phones and tablets for non-voice activities an average of 198 minutes per day by 2017, an increase of 13 percent from daily usage in 2015.


The Great PC Decline Isn't As Bad As It Looks

Source: Wired

▶ Gartner and IDC, show an overall drop in the global PC market of 8 and 10.4 percent, respectively.

▶ Gartner lumps in detachable devices like Microsoft’s Surface in with traditional PCs, while IDC explicitly does not. That somewhat explains the gap between the two, but IDC concedes that including those increasingly popular hybrid devices would have resulted in an overall decline of 7.5 percent for the year—in line with Gartner’s figure—and 5 percent for the last quarter. IDC sees what it calls detachable tablets “growing quickly, but from a small base.” 

▶ Stateside, IDC says PC shipments fell just 2.6 percent in 2015 compared to 2014. Gartner pegs it at 2.7 percent. In either case, nothing close to a freefall.

▶ Apple managed to increase worldwide shipments by 5.8 percent (Gartner) or 6.2 percent (IDC) last year. Lenovo saw a monster year in the US, increasing shipments by 14.5 percent.

▶ PC replacements should pick up again in 2016, particularly later in the year. Commercial adoption of Windows 10 is expected to accelerate … Most PC users have delayed an upgrade, but can only maintain this for so long before facing security and performance issues.”


Deloitte Millennial Survey 2016

Source: Deloitte

▶ Forty-four percent of Millennials say, if given the choice, they would like to leave their current employers in the next two years. A perceived lack of leadership-skill development and feelings of being overlooked are compounded by larger issues around work/life balance, the desire for flexibility, and a conflict of values.

▶ Millennials appear to be steered by strong values at all stages of their careers; it’s apparent in the employers they choose, the assignments they’re willing to accept, and the decisions they make as they take on more senior-level roles.

▶ While they continue to express a positive view of business’ role in society and have softened their negative perceptions of business’ motivation and ethics compared to prior surveys, Millennials still want businesses to focus more on people (employees, customers, and society), products, and purpose—and less on profits.

▶ Millennials seek employers with similar values; seven in 10 believe their personal values are shared by the organizations for which they work. This is the potential “silver lining” for organizations aiming to retain these young professionals.


In 2018, 50 Percent of Consumers Will Use Smartphones or Wearables for Mobile Pay

Source: MobileMarketingWatch

▶ Fully half of consumers in mature markets should be using smartphones or wearables for mobile payments by 2018.

▶ Three types of mobile payments now in vogue: smartphone or wearables-based payments, branded mobile wallets from banks or credit card providers, and branded mobile wallets from retailers like Starbucks.

▶ Mobile payments using Near Field Communication (NFC) technology (Apple Pay, Samsung Pay and Android Pay) will be limited in the short to midterm due to a lack of partnerships between retailers and financial organizations, as well as consumers seeing little value in such payments.

▶ By 2018, 75 percent of TV-style content will be watched through application-based services in mature markets.


The Counterintuitive Tech Behind Netflix's Worldwide Launch

Source: Wired

▶ in North America, Netflix accounts for about 35 percent of all Internet traffic—far more than any other service, including YouTube—and when it expands into a foreign market, it can top 20 percent of all traffic in as little as 18 months

▶ Netflix CEO Reed Hastings showed a map of the company’s CDN—known as Open Connect—and said it’s delivering video in more than 60 countries and streaming more than 125 million hours of content each day in the Americas, Europe, and the Asia Pacific region.


For more and more people, their smartphone or tablet is the first place they look for information or entertainment. Marketers need a mobile-first approach to communicate with these people effectively. 

66 Percent of People in Top Digital Markets Will Own Smartphone in 2018

Source: MobileMarketingWatch

▶ 66.5 percent of individuals in key digital markets will have a smartphone by the end of 2018.

▶ in 47 leading countries, smartphone penetration rose from 41.6 percent in 2013 to 49.5 percent in 2014. It is expected to surge to 55.7 percent in 2015.

▶ Of the markets studied, Singapore has the highest level of smartphone penetration, at 89.0 percent at the end of 2014, and we think this will leap to 97.0 percent by 2018 as the government pushes ahead with its plan for universal Wi-Fi access.

▶ After Singapore, Spain and Ireland follow with 86.7 percent and 83.0 percent, respectively. The other top ten markets are also all in Asia Pacific and Western Europe: South Korea, Norway, Japan, Austria, Sweden, the Netherlands and Hong Kong.

▶ In our 47 top markets we estimate there will be 1.9 billion internet users at the end of 2015, representing about 60 percent of all internet users across the world, and 3.9 percent more than there were at the end of last year.

▶ The annual rate of growth has fallen from 7.9 percent in 2011, when there were 1.5 billion internet users in these markets, and it is expected to drop to 2.5 percent in 2018, when there will be 2.0 billion users. For the moment, the company pegs South Korea as the top market for internet penetration in 2018.


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