In our most recent blog it mentioned how mobile phones are very much joined at the hip, eyes, ears and most prominently thumbs of the average person…..It is not uncommon for the average Smartphone user to unlock their phone 110 times a day and check their phone on average of 150 times a day. It’s to no surprise that an emotional connection exists between the user and their mobile phone; Apple users epitomize this. Eric Weaver recently said, when speaking in DCU that it is not unusual for Oxytocin to be released each time an iPhone user hears their phone ringing.
Here at Xtremepush we have identified 5 consumer behaviors in smartphone usage:
1) 48 percent of people sleep within arm’s reach of their phones: We really have a personal relationship with our mobile phones, unlike the PC which was introduced by IBM in 1981 with P standing for personal; I doubt anyone ever took their PC to bed with them with the exception of those falling asleep at the PC. Although you’ll find some smartphones tend to fall asleep. A LOT. We all know who they are.
2) 49 percent of people get upset if they leave their mobile phones at home when they go out: People are more likely to leave their keys at home than their phone. (2013 Norton report) A phobia known as “Nomophobia” exists which stands for no mobile phone phobia and symptoms can include an inability to every turn off your phone, obsessively checking for recent activity on it, constantly topping up your battery life and being unable to pop to the bathroom without taking your phone in with you. A study carried out by SecurEnvoy in 2012 revealed that 53 per cent of people showed one or more of these symptoms, today’s statistics are presumably higher.
3) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. It doesn’t surprise us that the mobile is about to replace the wallet, in the future consumers will be able to make payments using a money mobile app.
4) 86% of mobile internet users are using their devices while watching TV: TV is now seen as secondary source of entertainment and as a result the remote control for the television is more than likely not within arms of the consumer unlike their smartphone counterparts. Although having said that the ratio of TV remote controls in a sitting room to people is far less than smartphones…that goes without saying!
5) There are 6.8 billion people on the planet at present, 4 billion own mobile phones but only 3.5 million use a toothbrush! Coinciding with this, 80% of smartphone users check their phones before brushing their teeth and 80% of users check their devices within 15 minutes of waking up each morning. Toothbrush technology has been developed by Beam which is a Bluetooth enabled toothbrush developed to monitor the users daily brushing routine through an app.
Mobile phones are very much joined to the hip, eyes, ears and most prominently thumbs of the average person. A key question for organisations in the mobile first world where we search, click and move on in a matter of seconds is how to create a level of stickiness through engaging and compelling mobile content. Unicef tap have hit the nail on the head. Unicef has joined forces with the brand, Giorgio Armani in a campaign that taps into consumers attachment to their mobile phones in a bid for users to surrender their devices and go without them for as long as they possibly can; the benefit being that every ten minutes spent apart from their precious device Armani donate toward the Unicef tap project.
The project originated from an offline traditional marketing sense where restaurant patrons were asked to donate a dollar when they had a glass of water. According to Rajesh Anandan, senior VP of strategic partnerships at UNICEF “The program tries to get the public to pay attention to this crisis that’s happening and connect to it in a personal way,” he emphasised the importance for 2014 that any campaign has to have mobile as its core focus given the importance and penetration of mobile devices.
Giorgio Armani will donate money to the cause every time somebody abstains from picking up their mobile phone and users themselves can make donations directly from their smart phone, now that’s a digital detox well spent. A sample message will say, “Today, more people have access to phones than toilets” or “People have gone an average of 50 minutes without their phone. Since 1990, thanks to the work of UNICEF and its partners, more than 2 billion people have gained access to clean drinking water”
This is a fantastic example of a targeted, compelling, call to action with a mobile first generation user in mind. It provides both a challenge to the user and a solution to a problem in the same time. Involvement is simple and easy but the benefits and results are deep and compelling. The project has managed to gain momentum virally in a short space of time due to its compelling nature and your ability to compare your results to others.
The mobile phone has become an extension of the consumers self, habitually they have their devices at arm’s length; with 91 % of smartphone owners admitting to this and ‘feeling naked’ without their devices, the opportunities for marketing through this medium has never been more advantageous. People consume content from their mobile phones almost every waking minute, it is not unusual for a typical smart phone user to unlock their phone 110 times per day. They are living a mobile first lifestyle where people want to be engaged immediately and intuitively and not have their time wasted with irrelevant information. iOS and Android devices are typically the preferred option for searching, talking, texting, reading, taking photos and dating. We are very much part of the Mobile First Generation.
In order to acquire and retain the customer it is imperative that mobile marketing evolves from a push to a pull methodology and leverages contextual relevance, pushing rich, relevant content at the right time in the right place, rather than just broadcasting to all with a generalized notification. A combination of contextual location-based information and audience targeting through in app preference, history or social data is essential. For instance a vegetarian comes within the proximity of a restaurant and the user receives a tailored meal offering fitting and fulfilling an immediate need.
Delivering highly relevant offers through mobile is a way of meeting the consumers immediate needs i.e. resulting in a “pull” strategy response where the mobile user will start to seek out mobile offers marketing rather than “push” marketing where the mobile user is interrupted from their mobile experience. Ultimately, using the former strategy will result in positive repercussions for the brand as a result of pushing notifications that meet their customer’s needs, rather than irrelevantly interrupting their mobile experiences. This is mobile relationship marketing at its core. The brand demonstrates the value they provide, solidify their position on the users device and create a long lasting relationship through mobile while increasing their brand equity.
Zara is as an example of a retail company that could embrace relevant push notifications to its app audience. They could send a notification revealing a limited edition offer that will be made exclusively available only to a targeted, segmented group of customers to whom it is relevant. McDonalds in the UK, does this well. They included a “restaurant finder app” for “night owls” based on location based data and social data. The result of this marketing strategy resulted in an increase in night time sales by 4 %. Given the highly competitive market across the digital landscape the delivery of relevant contextual messages is crucial, context is key. At the other end of the scale in terms of push notifications and relevancy there is always the risk of a company damaging their brand equity if they send out irrelevant content or even worse irrelevant context to the end user…..For instance the vegetarian is out on a night out in search of a mid night feast and receives a notification from McDonalds for a Big Mac…
McDonald’s has successfully targeted a niche “night owl” market successfully via mobile
XtremePush is a mobile marketing company that fundamentally bases its principles on the term ‘context is king’. XtremePush drives Mobile Engagement pushing rich, relevant content at the right time in the right place using geo-fencing, segmentation and analytics modules where we understand your customer through deep analytics and smart audience segmentation. We strive to engage on your terms in the delivery of rich, targeted content relating to your consumers preferences, location and desires.
Estimote are the largest suppliers of iBeacons at present
What its about
Over 64% of adults in western countries according to a recent Nielsen report own a smart phone. Significantly, globally smart phone penetration is forecast to more than double to 5.6 billion Smartphone subscriptions by the end of 2019. iBeacon technology pinpoints where a customer is with precise accuracy down to a meter. Bluetooth low energy technology allows brands to engage users as the move through locations to offer them a better user experience and engage with them in relevant and valuable manners. A typical example would be a customer receives a notification which provides them with reviews and ratings from other consumers for the item they are browsing.
Smartphone penetration is set to surge over the next five years
Using push notification technology, with iBeacons to identify the location of an app user, coupons, promotions, passbook offers, rich HTML pages etc can be delivered to the device. Macy’s is one of the first retail establishments to trial this technology.
The iBeacon in action on a smartphone
The iBeacon in operation in Macy’s
So far several industries have experimented with the technology such as boutique retailers, marketing and advertising companies, museums and medical centers. One industry that looks set to benefit from the iBeacon revolution is Mobile Payments. iBeacon will be part of an Apple strategy for mobile transactions which will help to manage “passes” or a array of digital documents including coupons, loyalty cards, receipts boarding passes and the likes. Take Walmart for example, you arrive at the store, they know you are there via iBeacon and their CMS will have already saved your credentials if you have already volunteered that information. The technology also represents opportunities for brick and mortar stores to bridge the gap between the offline and online consumer.
In-store location data has the added benefit of understanding consumer behavior in store. For example further behavioral analysis can be carried out to determine why a customer went down aisle 1 and not aisle 2, or you can see that a user spent a large amount of their time browsing shoes but never made a purchase. Ultimately the aim should be to monetize on this insight adding value to both the consumer and the retailer. According to XtremePush CEO, Tommy Kearns, iBeacon will revolutionise how retailers, venues, museums, hospitals, parks etc use their mobile applications and their mobile relationship management tools to interact and engage with their users.