A Prosper Mobile Insights survey of people who carry and use smartphones shows that in most cases, the devices are fully integrated into the user’s life. Over half – 52.9% — use all the functionality offered by the mobile devices.
PMI is part of BIGresearch, a company which tracks the intersection of consumers, retail and the media.
In addition to the 52.9% comprehensive users, 30.4% use the device’s basic functions and 16.7% use them simply for communication, as in phone calls, texting and email.
When asked which features are of can’t-live-without importance, texting (21.6%), Internet (16.7%) and email (15.7%) prevail. Making actual phone calls is further down the list at 7.8%.
The devices have a big role to play in the shopping habits of their users – the vast majority uses them to browse and to locate stores. Here are the PMI results when comparing smartphone use to retail habits.
Browsing or looking for a product/service: 81.4%
Locating a store or store hours: 77.5%
Reading customer reviews: 57.8%
Researching specific products: 57.8%
Receiving text messages with special offers: 53.9%
Making a purchase: 50.0%
Scanning a QR code: 34.3%
Writing a customer review: 20.6%
None of the above: 5.9%
“Consumers are integrating mobile devices into all aspects of their daily lives—including shopping. Smartphone and tablet users are more engaged with online content and in turn are more influenced by digital advertising,” said Gary Drenik, President & CEO, Prosper Business Development, Corp.
RBR-TVBR observation: Emmis honcho Jeff Smulyan is right – radio broadcasters need to be on this platform – and the presence of FM on smartphones should be a goal of a government that is fully aware of that spectrum is a finite resource. Television broadcasters are also well aware that they need to be a part of this platform.
But what is even more important on the media platform is understanding today’s consumer using the smartphones. Today’s ratings do not provide this information as they are just in the business to gather listening data. RBR-TVBR Exclusive partnership with the nation’s leading Retail Consumer Research company – BIGResearch – is a major element to success – follow and understand today’s Consumer is the key.
Additionally local radio and television must engage in today’s internet media business – your local websites must provide and interact with the consumer as your website will be their landing page for this information of search. See the above: ‘Devices have a big role to play in the shopping habits’ – the consumer listening or viewing your station should be going to your site on their smartphone.
Problem: Radio and TV are a generation behind in building out this Asset. RBR-TVBR recommendation – Stop going to the Kumbayah events that spout internet / new media – start learning about the consumer then start exploring on how to build out your local website. Read the following on the Consumer;
Necessary viewing on today’s consumer – your audience:
Active cell phone users are also more active online
Radio Consumer: Retail