Ericsson recently published a report which found that 35% of US Android and iPhone users surveyed interacted with an app before getting out of bed.
Facebook's app was extremely popular amongst those surveyed, according to the report, which was presented in Silicon Valley at Ericsson's Business Innovation Forum (May the 11th). 18% of those surveyed used the Facebook app while still in bed, which should not really be a surprise judging by the popularity of Facebook itself. So what does this finding demonstrate for mobile marketing?
Most interestingly, the study tells us that when communicating with customers, mobile marketing content is more important than the actual mode of communication. The decreased importance of communication vessel is one feature of digital media that will support the use of mobile marketing: while just having a mobile phone used to be enough, now a huge focal point is what the phone can do apart from calling and texting. Apps and the mobile Web are being used socially more and more, and they can also be the channel for successful mobile marketing campaigns. Ericsson also went into the implications of their report for mobile marketing apps:
"Consumers today depend less on the devices they use, and more on the apps that help them... to find a place to eat, organize their family schedules and other everyday activities. The app culture is turning into a new way of living."
Compared to apps for Red Bull, Absolut Vodka and Nike (for example), the Facebook app does not market a specific product or service; thus it is not technically mobile marketing. However, the popularity of app usage before getting out of bed signals that consumers are engaging with mobile devices in new ways. When people are continuously connected to apps and the mobile Web, mobile marketing is no longer just for a small group of the population. Mobile marketing activities (such as apps, mobile Web sites, and SMS marketing) are now a part of daily life for many people.
Facebook's app was extremely popular amongst those surveyed, according to the report, which was presented in Silicon Valley at Ericsson's Business Innovation Forum (May the 11th). 18% of those surveyed used the Facebook app while still in bed, which should not really be a surprise judging by the popularity of Facebook itself. So what does this finding demonstrate for mobile marketing?
Most interestingly, the study tells us that when communicating with customers, mobile marketing content is more important than the actual mode of communication. The decreased importance of communication vessel is one feature of digital media that will support the use of mobile marketing: while just having a mobile phone used to be enough, now a huge focal point is what the phone can do apart from calling and texting. Apps and the mobile Web are being used socially more and more, and they can also be the channel for successful mobile marketing campaigns. Ericsson also went into the implications of their report for mobile marketing apps:
"Consumers today depend less on the devices they use, and more on the apps that help them... to find a place to eat, organize their family schedules and other everyday activities. The app culture is turning into a new way of living."
Compared to apps for Red Bull, Absolut Vodka and Nike (for example), the Facebook app does not market a specific product or service; thus it is not technically mobile marketing. However, the popularity of app usage before getting out of bed signals that consumers are engaging with mobile devices in new ways. When people are continuously connected to apps and the mobile Web, mobile marketing is no longer just for a small group of the population. Mobile marketing activities (such as apps, mobile Web sites, and SMS marketing) are now a part of daily life for many people.
About the Author:
This article was written by Emma Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in. Click on the link to get free advice on how mobile marketing can improve your business' advertising.
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