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In a Relationship: College Students and Their Smartphones [INFOGRAPHIC]

College students aren’t just concerned with getting good grades and finding the best parties. More than ever, they’re using their smartphones to navigate life on campus.

On the bus, waiting in line, in bed, on the treadmill and even while driving, college students can’t seem to put their phones down. Fifty-two percent say they often check their phones before getting out of bed in the morning, according to one study. Nearly half do so while in bed at night before they fall asleep.

Thirty-five percent say they sometimes use their phones while driving but stopped at a red light, and nearly 20% say they sometimes use them while the wheels are even moving. But it’s not all addiction and danger. Forty-five percent of college students say smartphones frequently help with school assignments, and 46% say they’re often helpful for work-related tasks.

The Internet education portal OnlineColleges pulled this data and more from sources including the Pew Internet & American Life Project, University of Colorado and Nielsen to produce the infographic below.

Among other notable findings: More colleges students use iPhones than any other device, email has nearly caught text messaging as the most popular use for smartphones among college students and nearly half of students use their phones to check the weather.

Check out the full infographic below for more information and let us know in the comments — do you think smartphones are doing more to distract or help college students?

Article Source: http://mashable.com/2012/06/30/smartphones-college-students-infographic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29

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5 Mobile Marketing Questions Every Business Owner Needs Answered

Everywhere you look, people are on their smartphones — but many aren’t talking. They’re browsing, texting and using apps, which makes them a tempting target for marketers.

According to communication technologies agency the International Communication Union, there are now 5.9 billion users of smartphones and other mobile devices, representing 87 percent of the world’s population. The ICU also reports that 1.5 billion people are using the mobile web.

That’s a huge business opportunity. But where do you start? Here is some insight on five mobile marketing questions every business owner wants answered.

1. Should I build a mobile website or a mobile app?
Most businesses will want to build or optimize their websites for mobile rather than build an application. Think of the fundamental reasons your customers would visit your website, especially if they’re on the go. Make sure that on a phone or tablet screen your site’s navigation is easy to use, there’s no need for unnecessary zooming or scrolling, and the main things your audience wants are easy to locate.

One of my favorite examples of a great mobile website is PapaJohns.com. There are three big buttons — order a pizza for delivery, order a pizza for pick-up and find a location. If you want something else, go to the website on a computer, not a phone.

2. When does a smartphone app make sense?
Apps don’t replace your mobile website. They supplement your audience’s experience. Some businesses — especially media outlets or those with a high volume of original content, such as blog posts or videos — may be able to develop a useful service via an app.

New York’s Mermaid Oyster Bar includes its menu, locations, hours and a reservation link on its mobile-optimized website, along with a button to install its Oysterpedia application. The app is a companion encyclopedia of all things oyster, including photos and descriptions of the many varieties. It lets users bookmark their favorite oysters and share information with their social networks.

The app is subtle. It doesn’t directly ask people to visit the brick-and-mortar location, but it certainly establishes the restaurant as an authority. And where would you prefer to dine on oysters? Where the authority prepares them, of course.

3. What is responsive design and should I invest in it?
Responsive design is a relatively new approach to web design and development that essentially bakes in mobile optimization to your website rather than your having to create multiple site designs. Think of it as having one website rather than three — one for the desktop browser, one for a tablet and one for a phone.

Some content management systems and blog themes are emerging that incorporate responsive design. Also, many developers are building new websites with responsive design techniques in mind. So, responsive design can be had for minimal investment if you’re using WordPress or a similar open-source content management system.

4. What are QR Codes and how can I use them?
QR, or quick response, codes are basically bar codes that serve as a link to send a phone’s browser to a web address. Users scan the code with a QR code reader they have downloaded to their phones.

You can use QR codes to deliver coupons, get customers to register for your email newsletter, or even send them to “Like” you on Facebook. But be sure to make the QR process simple and efficient. The web address you send people to should be optimized for mobile, and you should include instructions on using the code for newbies.

Just over 6 percent of U.S. mobile users had scanned a QR code as of mid-2011, according to digital analytics service comScore, Inc. So, the market penetration is small. But the adoption of QR use has grown exponentially since the bar codes hit the U.S. market in the mid-2000s.

5. How close are we to mobile commerce?
Depending on your definition, we’re already mobile-commerce ready with existing technology. Not only do mobile hardware accessories such as Square provide credit card readers that plug into your mobile devices, but platforms including Flint Mobile also remove the hardware requirement by using your phone’s camera to scan the credit card number.

But other products such as Google Wallet, which incorporate Near Field Communications — a far more secure radio communication from a device like your phone to another device such as a cash register — are still in limited testing phases. The carrier, device and operating system companies have yet to agree on industry standards for security and privacy protection. So you’re not likely to see people waving cell phones in front of your credit card readers in the near future. Still, keep an eye on Google Wallet and other mobile commerce developments.

We have answered some of the basic questions, but there’s a lot more to know about mobile marketing before you dive in. Helpful online resources include Google’s HowToGoMo.com and the site mobithinking.com, which includes many statistics and insights.

Article Source: http://www.entrepreneur.com/article/223711

The Scope of Mobile Today

We’re almost halfway through 2012. Can you believe it?

The skyrocketing number of smartphone users and amplified mobile marketing budgets tell us one thing: the scope of mobile is broadening more and more each day.

As we near 2012’s median, here are insights into the booming world of mobile:

Mobile Web

  • Mobile Web is predicted to reach 2 billion users by 2015.
  • The largest age group of mobile Web users is ages 25-34, making up 25.6% of the user population.
  • When looking at the entire population of mobile Web users, 51.3% are male and 48.7% female.

Mobile Activity

  • An average mobile device user has their smartphone with them 23 hours per day.
  • The most common mobile activity is text messaging (74.3%), with photos (60.3%) and email (40.8%) trailing close behind.
  • 58% of all SMS opt-ins are done by the 25-34 age group.

Mobile Advertising

  • The average mobile marketing/advertising budget is between $75,000 and $100,000 per campaign.
  • The mobile advertising market is expected to surpass $5 billion by 2015 (compared to the $1.24 billion in 2011).
  • Mobile search makes up the largest investment of advertisers (49%), and following that are display advertising (33%), SMS/MMS marketing (12.2%) and mobile video (5.8%).
  • 71% of smartphone users have used mobile search after seeing an ad.

Mobile Shopping

  • Nearly 1/3 of consumers say mobile is their go-to shopping method.
  • 87% of consumers shop via websites on a laptop, 14% on a smartphone and 9% on a tablet.
  • Men and women engage differently on mobile devices when it comes to shopping: women use smartphones to make their shopping experience more social, while men use it to find information about their potential purchases.
  • Mobile coupons generate 10x the redemption rate as traditional coupons.
  • 70% of smartphone users use their devices when shopping in-store, and 29% who do end up purchasing the item online–this is called the Showroom Effect.
  • 53% of those mobile searchers have made a purchase after a smartphone search.

QR Codes

  • 50% of smartphone owners have scanned QR codes, and 18% of them made a purchase after scanning.
  • 48% of companies plan to invest in advertising with QR codes in 2012.

So, there you have the numbers and be you informed! Ignorance is no longer an excuse for marketers not tapping into mobile. It’s clear that advertisers certainly have a wide range of mobile options to choose from, with mobile Web, advertising, SMS, coupons and QR codes at their fingertips.

Hello generation mobile!

Check out the following sources to see where the numbers came from:

Mobile Marketing by the Numbers [INFOGRAPHIC]

Is Mobile Advertising the Future of Marketing?

How Consumers Engage with a Mobile Device

Why Mobile Content Is So Hard to Get Right

As a foreign correspondent in London 10 years ago, my job was to unearth innovative new startups for my business magazine’s readers. I traveled across the Continent, from Helsinki to Milan, meeting entrepreneurs, venture capitalists and big company researchers to write about the next big thing.

In the summer of 2002, I attended a launch party for a startup demonstrating their nascent service at a swanky Haymarket bar. Upon walking in, there were printed instructions to visit one of the tables playing music and then navigate through a maze of confusing WAP mobile phone menus. What resulted was my phone magically telling me the name of the song playing in the room. The event was Shazam’s coming out party. It took almost 10 years for the music recognition app to truly gain widespread recognition but, for me, it was the first time I saw firsthand what was only possible with a mobile phone.

Ten years later, publishers are still plotting the best ways to engage readers on mobile devices.

The stakes are high. As technology continuously improves, the percent of content consumed from mobile devices increases. On average, 20% of sites’ content is now being consumed in mobile browsers. But, evolving technology platforms and consumption patterns makes it far more difficult to succeed on mobile than it is on desktop.

And the challenge of building a great mobile experience isn’t solved by simply ensuring the content displays in the right way in the right environment. The bigger challenge is to figure out how best to match the content and mission of that publisher with the unique properties associated with varied operating systems, devices, browser and app environments.

Different technology translates into different consumption patterns. For example, users are consuming content in very different ways in apps than they are on the mobile Web. Gaming and social apps account for 80% of all app activity. By comparison, those activities account for just 40 percent of time spent on the desktop. Mobile Web consumption more closely mirrors what people do at a desktop with news, utilities, entertainment and topic-specific content accounting for the bulk of activity. Most publishers are responding to the rapidly evolving technology landscape with a wait-and-see approach.

A brave few are experimenting early, and with promising results.

Food52 has tailored its approach to the screen size. Its iPhone app is focused on its Hotline, a forum for user questions and answers. To take advantage of the bigger screen and encourage users to take their iPads into the kitchen, Food52’s Holiday app included a variety of entertaining tips, such as step-by-step instructional videos on how to prepare a dry-brined turkey or Tuscan onion confit.

The logical first step for publishers into mobile publishing is to create a mobile-optimized site. SAY makes that easier with technology used by Remodelista that automatically resizes the page based on the screen size the content is being accessed from.

Still others are pushing the envelope even further. Kinfolk Magazine’s luminous iPad app complements its quarterly books about small gatherings by encouraging readers to experience the content in a way unique to a tablet device. Whether swiping down for a peek at an intimate dinner by a freezing lake or rearranging the layout and size of photos of a salty dinner of buttered clams and beer in Maritime Canada, readers have never been able to personalize content like this before.

Article Source via SAY Daily

The Radical Growth of the App Economy [INFOGRAPHIC]

Since the launch of the first iPhone in 2007, the production and mainstream usage of smartphones has exploded. The device opened a world of innovation in mobile technology, which was soon followed by a similar boom from apps.

Today, we rely on apps to do just about everything, from keeping us organized to pure entertainment. Millions of downloads later, the app economy is as strong as ever.

App development has created 466,000 jobs across all available platforms, according to a survey performed by TechNet. This includes local baristas, since many developers rely on coffee shops to get work done.

Our friends at Frugal Dad have created this infographic about the economy and how it’s been affected by smartphones and apps.

Original Article

There Will Be More Smartphones Than Humans on the Planet by Year’s End [VIDEO]

A prediction for the future of smartphone growth makes some bold projections: By the end of this year, there could be more smartphones on the planet than humans, and by 2016 there could be 10 billion smartphones. That’s 1.4 mobile devices per capita.

In its global mobile data traffic forecast, Cisco predicts that a solid chunk of growth will come from the Middle East and Africa, with a compound annual growth rate of 104%, followed by Asia Pacific with 84% growth.

What will people be doing with their smartphones in the coming years? Cisco predicts that by 2016 two-thirds of the world’s mobile data traffic will be from videos, increasing 25-fold between now and then. Mobile network connection speeds will increase as well, according to the company.

Check out the video above to learn about what changes in smartphone data traffic we might expect in the coming years.

 

Original Article

comScore: 234M Americans Now Own Mobile Devices, 90M of Which Being Smartphones

New data from comScore takes a look at the number of mobile devices owned in the U.S., the top manufacturers and mobile market share, and the activities Americans engage in on their devices.

According to new data out from comScore, the total number of Americans who own mobile devices now tops 234M, with 90M of which being smartphones.  The study covers the three-month average period ending October 2011, and includes a survey of more than 30,000 US mobile subscribers.

In terms of mobile OEM data, Samsung remains the top handset manufacturer overall with 25.5% total market share, followed by LG with 20.6% marketshare and Motorola with 13.6%.  In terms of mobile operating systems, Android holds on to the number one spot — now sitting at 46.3% total market share.  Apple comes in at second place with 28.1% of the market — up only one percentage point over the proceeding three-month period.  RIM rounded out the top three with 17.2% share, followed by Microsoft in fourth place with 5.4% and Symbian in fifth place with just 1.6%.

Looking at mobile content, 71.8% of U.S. mobile subscribers used text messaging on their mobile device in October — up 1.8 percentage points over the last reporting period.  Mobile Web browsers were used by 44% of subscribers — up 2.9%  – while downloaded applications were used by 43.8% — up 3.2%.  Use of social networking sites and blogs increased 2.2% to 32.3% total, while mobile gaming came in at 29.2% — up 1.4% from the previous period.

Original Article

One in Five Retail Marketing E-mails is Opened on a Mobile Device, Knotice Finds

Open rates for email on mobile devices increased significantly in the first half of 2011 compared to the last quarter of 2010, therefore experts say it is a necessity for marketers to make sure their emails are optimized for mobile, according to a new report from Knotice.

Most consumers with smartphones use their devices to check e-mail to some degree. Digital marketing firm Knotice makes the case, and it’s one that cannot be ignored by retailers that want to get the most from their e-mail marketing campaigns.

In the first half of 2011, 20.07% of retail marketing e-mails were opened on a smartphone or tablet, Knotice finds in a study of 6.5 million retail marketing e-mails. This compares with 13.36% in the fourth quarter of 2010. What’s more, in the first half of 2011, consumers clicked on links in 11.00% of all retail marketing e-mails.

What this means is that if an e-mail is sent in its PC format, it will appear small and crunched on the smaller screen of a smartphone, making it less intriguing to consumers. Optimizing an e-mail for viewing on a mobile device—whether done through tweaks to the width of a PC e-mail or designing separate e-mails that perfectly fit the smaller screens—can lead to greater consumer engagement in a campaign.

But when optimizing e-mail and web content for mobile users, it’s important to optimize the entire experience, not simply how the e-mail message itself looks on a phone’s screen, Knotice says.

“Marketers need to be thoughtful about how the message is rendered, but more importantly, how the user can take action in the most convenient way possible,” the firm says. “Whether that means clicking through to a mobile-optimized site, tapping on a phone number to call a customer service agent, or even users providing their e-mail address to have a shopping cart, wish list, product information or follow-up reminder sent to them so they can complete the action when more convenient. Focus needs to be on optimizing the e-mail as well as the post-click experience in tandem for an overall satisfying user experience.”

Knotice studied more than 150 million marketing e-mails in 11 industries. 20.24% of all marketing e-mails are opened on a mobile device, according to the study. Knotice breaks down mobile opens by device. 12.78% were opened on an iPhone, 3.92% on an iPad, 3.15% on an Android device, 0.22% on the now-defunct HP webOS (formerly Palm), 0.05% on a device running one of the Windows mobile operating systems, 0.01% on a BlackBerry and 0.11% on other devices.

 Original Article

It’s Still A Feature Phone World: Global Smartphone Penetration At 27%

This report by VisionMobile takes a look at today’s mobile marketplace, revealing global smartphone penetration and adoption trends.

With all the talk of iPhone vs. Android these days, it’s easy to forget how the majority of the world’s mobile users still make calls and access data: via feature phones. A recently released report (download) from mobile strategy firm VisionMobile takes a look at today’s mobile marketplace finding that, despite the sharp rise in smartphone shipments over 2010 and 2011, global smartphone penetration (by OS) is at just 27%.

Smartphone adoption varies wildly by region, the report finds. Not surprisingly, those markets where 3G coverage is extensive and subscription plans are “post-paid” (as opposed to pre-paid) see the highest smartphone adoption rates. Meanwhile, in markets dominated by pre-paid subscriptions, the real battle is price. Here, Nokia’s mid-tier Symbian platforms and BlackBerry consumer-targeted models are still holding onto significant market share. However, both platforms are now facing threats from low-cost Android phones, thanks to the latter’s pricing versatility. Android devices today sell for anywhere from $100 to $750 (USD), allowing the phones to compete both on the high-end and the low-end of the pricing spectrum.

In the North American and European markets, smartphone penetration is the highest, with 63% and 51% market share, respectively. In the Asia-Pacific region (19%), Africa/Middle East region (18%) and Latin America (17%), it’s much lower.

As for today’s smartphone leaders, it really is an iPhone vs. Android world out there, since former mobile leader Nokia was slow to react to the iPhone’s coming, and steadily lost ground in the high-end smartphone market. Nokia’s decision to move from Symbian to Windows Phone allowed other Android players an edge, including Samsung, HTC, Motorola, LG, Sony-Ericsson as well as newcomers like Huawei, ZTE, Acer, Dell and Asus.

Despite the numerous differences between the two leading smartphone platforms, iOS and Android, there are some notable similarities. Both originate from non-telecom players. Both are monetized indirectly. (Instead of software license sales, they either profit from high-margin device sales or, in Google’s case, enhancing its online ad business). And both are driven by companies able to sustain investments of billions of dollars in order to develop an OS and create the accompanying developer and app ecosystems.

And yet, even though it’s “Android vs. iPhone” in terms of consumer choice, VisionMobile says there won’t be a single winner in the smartphone race. Both platforms have reached critical mass with hundreds of millions of users, making it almost impossible to displace them. As for RIM and Windows Phone, the jury’s still out on whether or not there’s even room for a third player and whether Microsoft, with Nokia’s help, can move into position number three.

Although the report doesn’t dive into speculation about what happens next, when the rest of the non-smartphone world upgrades their handsets, it does examine the network effects belonging to today’s dominant players. Not only are these platforms winning because of their technological sophistication, but also because of their application ecosystems. With 500,000+ iOS apps and 300,000 on Android, both platforms have reached critical mass. When that occurs, the platform begins to grow exponentially. However, app counts alone aren’t the ultimate measure of long-term health – the sustainability of the developer ecosystem is.

What’s interesting is to see the network effects in terms of mobile apps plotted out for all the top smartphone players. Below, the graphs show the number of apps available on a particular platform at a particular point in time, and the number of devices shipped for that platform in the quarter just preceding it. The resulting charts show just how popular Android and iOS are, and how difficult a battle it will be for a third major smartphone player to emerge.

You can also see the challenge that Apple faces as it attempts entry into emerging markets to take its share of the feature phone upgraders. As the report notes, Apple has high margin device sales, which means it doesn’t have as much flexibility in terms of hardware discounts as Android does with its $100 phones. But Apple did something else recently – when it brought out the iPhone 4S, it greatly discounted the prices of older model iPhones. The iPhone 3GS became free and the iPhone 4 was just $99, both with 2-year commitments. However, while that’s a viable strategy in attracting price-sensitive consumers in post-paid markets, it’s not necessarily going to be enough to attract pre-paid consumers to switch subscription plans. It’s the data bill that’s the killer, not the initial cost of the phone.

Apple knows that it needs compete in the pre-paid market, though. On its Q3 2011 earnings call, COO, now CEO, Tim Cook said, Apple is not avoiding that market. ”We don’t want to avoid that market. We know that we need to play there in order to have the kind of volumes that we’d like to have.”

And yet, when it came to its pre-paid strategy, Cook only mentioned getting customers to switch plans. ”In some cases, we convince someone to start a post-paid plan because in the long-term, I think, that’s better for the customer, the carrier and us.”

If that’s Apple’s pre-paid strategy, it looks like the iOS vs. Android battle in emerging markets may just now be heating up. And given how much of the world is still yet to upgrade, it’s a long fight ahead.

Original Article

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