Texting Beats Apps, In-store Mobile Coupon Delivery
As mentioned above, figures from “Get Ready for the Mobile Shopper” (included in the July 2010 Millennial Media SMART Report) indicate 45% of consumers prefer to receive mobile coupons via text. Another 28% prefer to find mobile offers using an app, and 27% opt-in to receive mobile coupons at the store.
Store Most Frequent Locale for Mobile Phone Use
When asked where they have used their mobile phone, by far the largest percentage of consumers (82%) said in a store. The only other locale receiving more than a 50% response rate was the doctor’s office or hospital (55%).
Following medical facilities in popularity were sporting events (36%). Beyond the top three locales, less than one in five consumers uses a mobile phone in places such as during a movie at a theater (17%), while flying on a plane (14%) or in church (7%). This probably reflects regulations and/or social stigma against using mobile phones in certain situations.
In addition, nearly 20% of smartphone owners made a special trip to the store after receiving a mobile coupon.
Men Substantially More Likely to Use Mobile Phone in Many Places
There are several locales where male shoppers are substantially more likely to use a mobile phone than the general population. For example, 30% of men will use a mobile phone in an electronics store, compared to only 10% of the general population.
The spread is similar for mobile phone usage in clothing stores (about 32% of men compared to about 15% of general population), and slightly smaller for department stores (30% compared to about 15%).
About 15% of men will use a mobile phone in a service location, compared to about 5% of the general population. In all these circumstances, male mobile phone usage is two to three times that of the general population.
4 in 10 Mobile Campaigns Target Audience
Slightly more than four in 10 (43%) mobile advertising campaigns in July 2010 were aimed at a targeted audience, with 57% launched as broad reach campaigns, according to the Millennial Media July 2010 SMART Report.
The largest percentage of the targeted audience mix was represented by geographic targeting (40%). According to prior Millennial Media analysis, this targeted reach method resonates strongly with advertisers in the travel vertical, particularly hotels and resorts, who are able to reach visitors new to the area with relevant messages.
Meanwhile, Millennial Media research suggests the entertainment and telecom verticals leveraged the demographic targeting method to appropriately message campaigns to multi-cultural audiences. This reach method experienced a 9% increase month-over-month and represented 36% of the targeted audience mix in July 2010.
Behavioral audience targeting accounted for another 17% of the targeted audience mix in July 2010, and experienced a 5% increase month-over-month. Millennial Media credits part of this growth to brands in the travel vertical creating targeted audiences of vacationers, as well as telecom advertisers developing custom audiences for consumers ready to switch providers.
About the Data: This data was gathered as part of InsightExpress’ Q2 2010 Digital Consumer Portrait, a quarterly study of 1,000 – 1,500 US consumers conducted since July 2007. For Q2 2010, a total of 1,300 surveys were completed by a sample representative of the US online population.