New Compete data is tracking how smartphones are
integrated into the daily lives of all types of consumers which bodes well for mobile marketing, especially mobile coupons,
Consumers' primary usage of their smartphones is for
reasons of personal productivity and entertainment. When asked how
much time is spent on personal use , 74% of
smartphone owners indicated they are using their device primarily for personal
reasons. Compete asked smartphone
owners how much time is spent on their smartphone at various times of the day.
Smartphones are being used all times of the of the day.
They show that consumers
were most interested in receiving grocery coupons (36%), scanable barcodes
(29%), offers to save and pursue at leisure (26%), movie theater offers (26%),
and ads via SMS when going by a retailer with a promotion / coupon (21%).
Compete contends that the fact that over 1 in 5 smartphone owners would be interested in the
top-5 is very promising for the mobile marketing industry, considering that it
is still in its early stages. Brands need to focus on engaging and driving
behavior of these 'early adopters' in order to help bring these concepts to mass
market.
