Mobile Market Trends and Advertising Tactics

Mobile Market Trends and Advertising Tactics

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Author: Harris Interactive (Fellow) | Visits: 1500 | Page Views: 1504
Domain:  High Tech Category: Mobile Subcategory: Government Policy 
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Contents:
2008 Spring Technology Trends and Mobile Advertising Reports
Data Tables
2008 Spring Technology Trends 60% of consumers cutting back, 37% no impact and 3% see spending improvements 83% driven by rising gas/fuel cost Eating out, consumer electronics, and entertainment hardest hit Cell phones seen as essential (More will cut back on buying gas than their cell phone 51% versus 31%) Mobile Advertising Research Key messages from consumers on mobile ads Page 2 The type of incentives for adults and teenages � restaurants, entertainment, etc.

Page 6

Page 3

Pages 7 & 8

Page 4

The best way to approach consumers, text messaging leads the pack Page 9 Summary on how best to advertise via mobile

Page 5

Page 10

www.harrisinteractive.com 877.919.4765

�2008, Harris Interactive Inc. All rights reserved.

How Do You Spell Recession?

2008 TELECOM TRENDS REPORT

Greatly im proved m y plans

Let's not get hung up with definitions, 60% The fact is 1/3 of consumers will really tighten up on spending due to the economy and another 27% will pull back some as well. The silver lining in these storm clouds is over 1/3 says the economy will not impact their spending! Do you know who they are?

Som ew hat im proved m y plans

No im pact

Som ew hat cut back

Opportunities are here: Let Them Eat Cake

Significantly cut back

Women are more likely to cut back than men (64% vs. 55%)
0% 10% 20% 30% 40%

Apr. 2008

Q520 In what way has the condition of the overall economy impacted your spending intentions for consumer electronic products? Please select the statement that best describes you. Base: Qualified Respondents (n=1,006) 2 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

2

Pain at the Pump Tops the Wall of Worries

2008 TELECOM TRENDS REPORT

Specific Conditions That Negatively Impact Purchase Intent
High gas price has reduced available spending m oney The rising price of products and services My incom e is not keeping pace w ith rising prices for staple goods and services, excluding gas Worried about a sharp dow nturn in the m arkets Worried about job security My house is w orth a lot less and I'm feeling the pain Waiting for the housing crisis to end

Specific Conditions That Positively Impact Purchase Intent
83%
I am optim istic about the econom y

38%

72%
The econom y has generated great products at reasonable costs, and I w ant them !

65%

35%

22%
Econom ic clim ate has got m e nervous, but am com forted by new electronics Housing crisis has m e in a holding pattern, so w ant to enjoy m y current hom e w ith better electronics

22%

24%

11%

12%

10%

Adjustable rate m ortgage reduced available spending m oney Other

4%
Other

8%

5%

Q530/Q550 What specific economic conditions are negatively/positively impacting your intent to purchase consumer electronics products? Please select all that apply. Base: Have Had a Negative Impact (n=583)/Positive Impact (n=18*) 3 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

*Caution: Low Sample Size

3

Consumer Electronics and Restaurants Will Get Hit Hard...
Items Will Cut Back On
Eating out at restaurants

2008 TELECOM TRENDS REPORT

74% 71% 67% 65% 53% 52% 51%
Will cut back/postpone Did not intend to purchase anyway

16% 4% 13% 22% 17% 14% 34% 22% 25% 16% 13%

6% 4% 8% 6%

Consumer electronics

Entertainment

Clothing

6% 7% 8% 10% 4% 10%

Among those who plan to cut back, males are significantly more likely to cut back/postpone consumer electronic purchases in the next 12 months than women (78% vs. 66%).

Vacation travel Home improvement projects Gas for car

Will not cut back/postpone Not sure

Gas prices generate the pain but consumption will continue

Q541. Please indicate whether you plan to cut back/postpone the purchase of any of the following in the next 12 months. Base: Economic Conditions Have Had A Negative Impact (n=583)

4 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

4

Some Things... ...You Just Need
(Food, Shelter, Cell Phone and TV)
Items will Cut Back on (Cont.)
Big ticket items

2008 TELECOM TRENDS REPORT

47%

9%

38%

7%

Major Appliances

45%

9%

37%

9%

Minor Appliances

43%

16%

29%

12%

Cell phone services

31%

41%

22%

6%

Contributions to investments or savings

25%

36%

27%

12%

Essentials!
Cable/satellite TV

25%

45%

21%

9%

Insurance

15%
Will cut back/postpone

58%

18%
Will not cut back/postpone Not sure

9%

Did not intend to purchase anyway

Q541. Please indicate whether you plan to cut back/postpone the purchase of any of the following in the next 12 months. Base: Economic Conditions Have Had A Negative Impact (n=583)

www.harrisinteractive.com 877.919.4765

�2008, Harris Interactive Inc. All rights reserved.

5

Key Messages from Consumers

MOBILE ADVERTISING RESEARCH

The basic messages � Success factors for mobile ads:
� On my own terms, � For the right incentive � For topics I care about, and � Only if I can change my mind!

Teens will be a strong early adopter segment, but surprise... don't expect them to provide profiling information! Adults are with the program as well.... Opinions tracking well with 2007 results

6 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

Many types of Lures will work... (But Teens will bite on nearly everything )
Best Incentives to Receive Ads
Cash Free entertainment downloads Free music downloads Free minutes Discount coupons Free interactive game time Free Access to high end network features Additional free SMS or MMS messages Free video downloads Free information downloads
4% 24% 16% 19% 16% 27% 10% 29% 31% 28% 37% 31% 24% 57% 49% 53% 31% 61% 70% 80%

MOBILE ADVERTISING RESEARCH

Up from 16% in 2007 for Adults

Down from 63% in 2007 for Adults

Up from 16% in 2007 for Adults

2008 Adults

2008 Teens

Base: At least somewhat interested to receive ads: Adults � 2008 (n = 415); Adults � 2007 (n=344); Teens (n=130) Q1520 � What do you perceive to be the best incentives for receiving ads on your cell phone? Please select all that apply. 7 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

Mobile Ads Must Hit the Sweet Spots
Appeal to Real Interests
Type of Ad
Favorite Restaurants

MOBILE ADVERTISING RESEARCH

53% 35%

Adults want dining deals!

Areas of interest (e.g., sports, entertainment, travel)

46% 70% 50% 49%

Teens want action!

Location specific

Specific vendors or brands

48% 44% 31% 31% 26% 27%
2008 Adults 2008 Teens

Reach both groups in the "moment!"

Coupons for consumables (e.g., soap, toothpaste)

Time driven (e.g., received at lunch time)

Great news for custom ads around requested brands.

Plus � 19% of Teens are Very/Extremely Interested in submitting special requests for mobile ads � like hot deals when car shopping.

Base: At least somewhat interested to receive ads: Adults � 2008 (n = 415); Adults � 2007 (n=344); Teens (n=130) Q1515 � What kind of advertisements would you like to receive on your cell phone? Please select all that apply. 8 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

Would you Believe "Text" is Still the Preferred Delivery Method for Mobile Ads?
Delivery Channel
69%
Text message

MOBILE ADVERTISING RESEARCH

Up from 56% in 2007 for Adults Mobile technology has yet to deliver the needed "experience" to consumers

64% 35%
Picture message

47% 25%
Voice message

27% 14%
Video

Down from 24% for Adults

22% 30% 17% 2008 Adults 2008 Teens

Ads transferred automatically to email

Up from 23% for Adults

Teens most willing to accept images, but video remains a challenge for marketers

Base: At least somewhat interested to receive ads: Adults � 2008 (n = 415); Adults � 2007 (n=344); Teens (n=130) Q1530 � In which of the following ways would you like to receive an ad on your cell phone? Please select all that apply. 9 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

In Summary

MOBILE ADVERTISING RESEARCH

The environment is ripe for the growth of mobile advertising Consumers will accept mobile advertising if:
� There is a pay-off/value proposition � The ads are relevant � They control what they get and how they are profiled � And they may share and be willing to receive ads

Understand the objective of the campaign and how it will work to build the brand integrated with the entire communications strategy Good advertising is good advertising!

10 www.harrisinteractive.com 877.919.4765
�2008, Harris Interactive Inc. All rights reserved.

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