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2011 Mobile Marketing and Advertising: Top Trends and Targets to Drive Revenues
Javelin Strategy & Research, March 2011, Pages: 43
Mobile marketing and advertising is still in its early days, but consumer use of the mobile web and mobile services is growing by leaps and bounds. Increasing consumer adoption of smartphones and tablets will only heighten the need to establish a mobile marketing and mobile advertising presence. Advertising agencies and technology providers are seeing a rising demand from companies and financial institutions alike. Similarly, there is growing interest from consumers to receive SMS marketing messages, to browse the mobile web, to download applications and to participate in mobile advertisements. This report delivers the most relevant trends, identifies the hot consumer segments by area, and details the state of the market.
Primary Questions
- What does the current adoption and landscape of mobile marketing and advertising look like?
- Which consumer segments should be targeted with mobile marketing?
- What are current examples of different types of mobile marketing and advertising?
- What top five upcoming trends can be anticipated in mobile marketing and advertising?
- What are the longitudinal levels of consumer adoption for SMS texting, downloading applications, browsing the mobile web, accessing mobile social media, viewing rich media and use of GPS/geolocation on the mobile phone?
Methodology:
This report is based on a survey conducted using data collected online by Javelin in November 2010 from a random sample panel of 4,998 consumers. The survey targeted respondents based on representative proportions of gender, age, and income compared to the overall U.S. online population. According to the U.S. Bureau of the Census, the projected 2011 U.S. population is estimated to comprise 311 million people.1 The overall margin of sampling error is ±1.39 percentage points at the 95% confidence level. The margin of error is larger for subsets.
This report is also based on consumer data collected online from 3,100 respondents with mobile phones in July 2010. The overall margin of sampling error is ±1.76 percentage points at the 95% confidence level. The survey targeted respondents based on representative proportions of gender, age, income and ethnicity compared to the overall U.S. online population.
Longitudinal comparisons were based on consumer data collected online from 3,000 respondents with mobile phones in July 2009 (Overall margin of sampling error is ±1.79 percentage points at the 95% confidence level) and 2,714 respondents in March 2008 (overall margin of sampling error is ±1.88% percentage points at the 95% confidence level). The margin of error is larger for subsets.
Conversations and briefings with vendors, advertising agencies and technology providers were also incorporated into the report.
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