There can never be too much information regarding the status of mobile in marketing these days. It is not rare for marketers to have mobile on the brain, and information on how well it is doing can be quite useful. So, even though there have been thousands of surveys and studies conducted on the subject of consumer mobile habits, there is a constant search for more. The next installment of the mobile success timeline comes today from RadiumOne, a social marketing provider. They recently conducted a study that paid close attention to the mobile habits of consumers, particularly in the age group of 18-34 which they have deemed “Generation C.”
According to RadiumOne, this “Generation C,” has shown some results that stand pretty consistent with other recent studies and reports of this year. Here are the real important points and items detailed in the results of the survey, as were reported in the companies press release:
- 47% of respondents indicated they have clicked on a mobile ad in the past 3 months
- 54% made a purchase from a mobile device in the last 6 months. Of those, 32% made 1-3 purchases, 14% made 3-6 and 9% made 6+ purchases.
- 79% of respondents revealed that mobile purchases are largely driven by personal recommendations (41%) and sales based content (38%).
- Half of the respondents (50%) used their smartphones to share offers such as coupons, sales and ads with friends – at the rate of 1-3 times per month (31%), 3-6 times per month (16%) and more than 6 times (3%).
- More than half (55%) of respondents used their mobile device to comparison shop at least once per week. Of those, 33% use it 1-3 times, 14% use it 3-6 times and 8% answered 6 or more.
- 39% of respondents viewed between 1 to 5 videos each day on their smartphone while 9% viewed more than 5 videos a day.
- 37% used a smartphone and 19% used a tablet device while watching T.V.
Clearly, the results have covered all the bases. None of this data is too much different from data we have seen before regarding consumer mobile habits. However, something that is not often covered is the sharing that these mobile consumers do. The fact that half of all surveyed users share coupons, deals and advertisements on mobile devices was sort of surprising to me, but is good news nonetheless. Mobile sharing could potentially be a key factor in successful mobile marketing, just as it has been quite important in desktop social media marketing. Sharing is always a good sign.
Aside from the sharing of ads and deals, mobile is still looking good according to RadiumOne. Social media still holds a lot of importance in mobile marketing, and it will continue to for a long time, as long as people continue to use social networks every day. The results from the survey do a great job at explaining themselves, so absorb them and rejoice in the good news.
