The ‘Smartphone Class’: Always On, Always Consuming Content – eMarketer

The ‘Smartphone Class’: Always On, Always Consuming Content – eMarketer.

MAY 2, 2012 

Consuming content in frequent, small portions means more touchpoints for marketers

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Armed with fast, high-powered smartphones, a new class of consumers, 100 million strong and growing, is rerouting the path to purchase and redefining cultural norms in the US.

Members of the “smartphone class” stand apart from other Americans in the way they shop, communicate, consume media—even how they use their spare time. Its members define themselves by their connectedness and their sense of empowerment through unfettered access to real-time information.

“What others do with a PC, they do with their smartphones,” said Catherine Boyle, eMarketer senior analyst and author of the new report, “The Smartphone Class: Connected Consumers Transform US Commerce and Culture.” “Their phone is their workplace, entertainment center and their marketplace. They watch videos in coffee shops, social network at concerts, play games in waiting rooms, scan barcodes in stores and shop with their smartphone from anywhere at any time. Their behaviors are rerouting the traditional path to purchase and they are proving to the rest of America that spare moments can be productive ones, too.”

eMarketer estimates nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone.

The smartphone class is not defined by age, gender, income or race. Instead it is defined by its members’ shared behaviors. Understanding the common behavioral traits that unite the class makes members easy to recognize and underscores the influence this class of consumers is having on how Americans communicate, consume media and shop.

One of those behaviors is to always be “snacking.” The smartphone class doesn’t tolerate dull moments; members turn to their phones for instant gratification. Depending on their mood in the moment, gratification might mean completing a quick task or finding a fun distraction. For marketers, this rising content consumption means an increasing number of touchpoints where they can reach consumers. eMarketer forecasts double-digit growth in mobile gaming as well as music and video consumption among the smartphone class through 2015.

“Snacking on mobile in small amounts throughout the day can be as lucrative to brands as it is gratifying to members of the smartphone class,” said Boyle. “The five minutes grazing on news in the morning, the 15 minutes playing a game at lunch and the two minutes watching a video at the grocery store are all opportunities for marketers to get a message across or close a sale.”

Highlights of 2011: A Crazy Year In Mobile, By The Numbers | paidContent

Highlights of 2011: A Crazy Year In Mobile, By The Numbers | paidContent.

his is the first in a series of posts over the next week that will look at the most significant developments of this year in the sectors that we cover, from publishing to mobile to advertising.

SEE ALSO: Why RIM Needed To Fire Its Co-CEOs Months, If Not Years Ago

If we accept that the modern mobile computing movement kicked off in 2007 with the launch of the iPhone, than 2011 was easily the most pivotal year we’ve yet seen. Here are five numbers that illustrate just how eventful a year it was.

324 million: The number of smartphones sold worldwide through three quarters of 2011 (according to Gartner), and feel free to tack on another 120 million or so to account for the fourth quarter. That’s a 63 percent increase compared to the same period in 2010. And amazingly, that’s still only about a quarter of mobile phone sales in general, which underscores just how much growth remains in this industry as component costs decline and wireless networks improve.

194 percent: The growth in Android smartphones worldwide from the third quarter of 2010 to the same period this year. Android’s growth has been nothing short of phenomenal, and while the aging Symbian remains the world’s most widely used mobile operating system Android has lived up to everything Google (NSDQ: GOOG) ever hoped it would in helping to ensure that one company—Apple—would not dominate the modern mobile market.

33.62 billion: The market value shed by Research in Motion (NSDQ: RIMM) during 2011, the year in which it became clear that the company has no clue how to move beyond the BlackBerry that sustained its business for so long until the iPhone made it look pedestrian. At year’s end, RIM had once again delayed a next-generation product while begging for more time, and time is most assuredly not on its side.

6: The number of companies that joined together in order to deny Google a chance to purchase Nortel’s horde of mobile patents in July, forcing it to spend $12.5 billion in August on a panic purchase of Motorola (NYSE: MMI) in order to obtain some sort of patent cover for Android. Patents were the ubiquitous story of 2011 in the mobile world, playing a huge role in product rollout strategies, industry alliances, and frustrating nearly everyone except Apple (NSDQ: AAPL) and Microsoft (NSDQ: MSFT) in the process.

3: The number of mobile products introduced by Apple under the late Steve Jobs, who finally succumbed to cancer in October. The iPod, iPhone, and iPad created the modern mobile market by showing the world that people were desperate for easy-to-use mobile user-interfaces that were also capable of running sophisticated applications and browsing the Web as if they were PCs. And they also set off a scramble among traditional mobile companies like Palm (NYSE: HPQ), RIM and Samsung as well as traditional PC companies like HP, Dell, and Acer to try and catch up to Apple’s lead. Android may have the numbers, but Apple’s vision of mobile computing remains more influential.

[Infographie] Boys Vs Girls, que faites vous avec quel smartphone! | w3sh magazine

[Infographie] Boys Vs Girls, que faites vous avec quel smartphone! | w3sh magazine.

Si les Hommes viennent de Mars et les Femmes de Vénus, la différence pourrait aussi se faire au niveau de la publicité et des applications mobiles.

C’est ce que nous pouvons apprendre en lisant cette infographie.

Si vous êtes un homme : vous cliquez sur 2,73 des publicités, vous avez une appli de sports, de jeux d’action et de cartes/casino et que vous avez un iPhone, vous faites partis de l’homme moyen.

Si au contraire vous êtes une femme : vous avez un Blackberry avec une appli de loisirs, une messagerie instantanée/réseau social et des jeux de logique, vous n’avez pas de raisons de vous inquiéter. Tout va bien.

ENJOY!

 

Téléphonie mobile : les smartphones sous Android plébiscités par les acheteurs

Téléphonie mobile : les smartphones sous Android plébiscités par les acheteurs.

CommentCaMarche le jeudi 11 août 2011 à 13:49:02

(Paris – Relax news) – Il s’est vendu 428,7 millions de téléphones portables dans le monde au 2e trimestre 2011, soit une augmentation de 16,5% par rapport à la même période l’an dernier, selon les chiffres publiés par Gartner ce jeudi 11 août. Sur le marché des smartphones, les téléphones fonctionnant sous Android représentent désormais 43% des ventes.

Nokia demeure le plus gros vendeur de téléphones portables dans le monde, avec 97,8 millions d’unités vendues entre avril et juin 2011, mais sa part de marché dégringole de 30,3% à 22,8% en un an. Suivent Samsung (69,8M), LG (24,4M), Apple (19,6M), ZTE (13M), RIM (12,6M), HTC (11M) et Motorola (10,2M).
Parmi les succès de vente, Gartner cite le Galaxy S2 de Samsung comme exemple, vendu à plus de cinq millions d’exemplaires fin juillet et symbolique de la bonne santé du constructeur sud-coréen. De son côté, Apple a encore écoulé près de 20 millions d’iPhone au deuxième trimestre de cette année, en attendant la sortie de l’iPhone 5 cet automne. Bien qu’ayant vendu un peu plus de téléphones en volume qu’il y a un an, RIM voit néanmoins sa part de marché chuter lourdement de 18,7% à 11,7% sur les smartphones.
Au chapitre des systèmes d’exploitation embarqués, Android est le grand gagnant de ces derniers résultats de ventes, avec un bond en un an de 10,6 à 46,7 millions de téléphones compatibles vendus sur le deuxième trimestre de l’année (pour une part de marché passant de 17,2% à 43,4%). Derrière, Symbian est en très nette perte de vitesse (de 40,9% à 22,1% du marché) tandis qu’iOS progresse toujours (de 14,1% à 18,2%). A eux deux, Google et Apple monopolisent ainsi plus de 60% du marché des smartphones.
Les ventes de smartphones ont progressées de 74% en un an, pour représenter aujourd’hui 25% du marché. Roberta Cozza, analyste chez Gartner, explique que “les ventes de smartphones continuent de progresser au dépend des téléphones traditionnels. Les consommateurs recherchent désormais majoritairement des smartphones d’entrée de gamme fonctionnant sous Android.”

Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone

Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone.

by J-P De Clerck on 15/07/2011

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ExactTarget recently released a report, called “Mobile Indepence Day” (guess when they released it). It’s an exhaustive overview of how one significant device in the whole mobile explosion, being the smartphone, impacts the way people communicate, network, transact and shop.

The survey focuses on the penetration and use of smartphones in the US but the authors draw some conclusions that are rather universal. In case you hadn’t noticed yet: while we all are still talking about social media, the more significant evolution that is happening right now is mobile.
Many industry people talk about mobile, just as they talk about social: as a separate and tangible channel. The underlying realities of both mobile and social are obviously richer, more diverse and consisting of so many phenomena, both in our personal and professional lives.

Furthermore, mobile, just like social, should be looked at from a multi-channel, multi-activity and integrated perspective. A smartphone is a device. However, it plays a role in many of our daily activities.

Smartphone usage data

• According to IDC the worldwide smartphone market is expected to grow by 49.2% this year.
• 66% of respondents check email at least once per day on their smartphone with 29% doing it constantly.
• Half of all respondents goes on Facebook at least once per day via their smartphone.
• 28% of smartphone owners used their phone at least once to check in using location-based services: that’s 12% of the overall US online population.

To put all this in perspective, we shouldn’t forget that simply calling, texting and browsing the internet are important activities as well. 18% of smartphone owners use their device to browse the internet constantly throughout the day and 58% do so at least once per day.

New types of usage and adoption of applications, including mobile banking, shopping, location-based, barcodes and mobile coupons, to name just a few, are growing rapidly. An example: 6% of the overall US online population has redeemed a mobile coupon.

The most interesting findings, however, are about the way mobile interacts with our daily activities such as social networking, shopping, communicating, etc., And it’s here that the multi-channel and multi-device marketing reality shows again.

The mobile Swiss Army knife: what people do with their smartphones

The authors of the ExactTarget report very rightfully say that mobile is not a channel. It is indeed not. Let me repeat: mobile is not a channel.

Mobile is like the modern-day  version of the Swiss Army knife, the authors continue. I like that image. It further reduces the ‘channel’ reputation of mobile and stresses that it goes far beyond multi-channel: as marketers we also operate in a multi-purpose environment.

Just look at the selection of data below:

• 34% of smartphone owners have checked the balance on their bank account via their device.
• 23% paid a bill.
• 17% read a book.
• 27% liked a company on Facebook.
• 20% shopped for competitive prices while in a store (!).

Those are interesting data. And it gets even better.

Source: ExactTarget Mobile Independence Day report

Multi-channel and purchasing impact of the smartphone

Let me repeat once more: mobile is not a channel. However, we use different channels on it. Furthermore, the use of those channels on smartphones impacts the way we use the same and other channels elsewhere. And it has an impact on our buying behavior.

Understanding that, is in the end what customer-centric marketing is about as well: cross-channel interaction, while benefiting from all these mutual influences and cross-fertilization phenomena, depending on what people want where and how.

Just some final data to conclude:

• 16% of consumers have completed a purchase as a direct result of a marketing message received on their smartphone.
• 43% of them have completed the purchase on a desktop, laptop, or tablet computer.
• 35% completed the purchase in person.
• 47% of smartphone users more likely check their email constantly throughout the day. In fact, email usage increases (!) with the purchase of a smartphone.

These are interesting findings, contradicting hype slogans such as “email is dead” but most of all showing how mobile interaction, and by extension other touch points, influence what we do via other channels or in real life.

Sure, there are challenges: we have to understand – and it’s about time – that the buying journey is not a linear one, and that we have to think multi-channel and multi-purpose, in our ways of doing marketing and business but also in our ways of measuring and interacting. That’s what CRM is about today as well.

You can download the report by ExactTarget here. And then it’s time to break down the silos.

Les ventes de smartphones sur le point de dépasser celles des mobiles classiques en France

Les ventes de smartphones sur le point de dépasser celles des mobiles classiques en France.

Chiffres – Lors des cinq premiers mois de l’année, les ventes de smartphones ont bondi de 80% sur un an, selon le dernier bilan de GfK.

Le ‘switch’ est pour bientôt. Selon les derniers chiffres de GfK sur les ventes de produits électroniques en France, les ventes de smartphones devraient dépasser les ventes de mobiles classiques d’ici la fin de l’année. Une première.

Il faut dire que l’engouement pour ces terminaux intelligents et connectés ne s’estompe pas. Selon l’institut d’études, leurs ventes ont flambé de 80% sur les cinq premiers mois de l’année à 3,8 millions d’unités. A contrario, les livraisons de mobiles classiques reculent de 15% sur la même période en volume et de 40% en valeur.

Bond des accessoires dédiés

Il faut dire que la multiplication des offres chez les opérateurs, la baisse de prix des forfaits associés et surtout, la baisse de prix des terminaux avec l’émergence de modèles d’entrée de gamme (139 euros en moyenne avec subvention), donnent des ailes à ce segment.

Au total, à la fin de l’année, GfK table sur 11,9 millions de smartphones écoulés contre 11,8 millions pour les autres.

Selon les chiffres de Google, on compte dans notre pays 14 millions de smartphones actifs, le taux de pénétration de l’Internet Mobile atteint les 27%. iOS (iPhone) arrive en tête (35% des répondants), devant Android (24%) et BlackBerry (11%).

Ces smartphones contiennent en moyenne 28 applications dont 5 payantes. Une dizaine est réellement utilisée sur un mois.

Il est également intéressant de noter que le succès des smartphones “déborde” sur celui des accessoires. Ainsi, les ventes de casques progressent de +8% depuis début 2011 et les ventes d’accessoires flambent de 30%.

Smartphones and Tablets Replacing Alarm Clocks, GPS Devices & Digital Cameras, According to Mobile Survey

Smartphones and Tablets Replacing Alarm Clocks, GPS Devices & Digital Cameras, According to Mobile Survey.

A recent mobile survey conducted by Prosper Mobile Insights™ included 149 smartphone and tablet users from the SSI Panel who completed the survey on their devices. The survey was collected from 6/22 – 6/27/11. 41% of the sample was male while 59% was female, and the average age of the sample was 39. The data reveals that many consumers are replacing “older” technology devices with smartphones and tablets, and the majority would be comfortable using their smartphone or tablet like a credit card to make purchases in a store.

Over half of smartphone and tablet owners say they would be somewhat or very comfortable using their device to make a purchase in a store.

Worthington, OH (PRWEB) July 06, 2011

Smartphones and tablets, loaded with features and apps, are replacing other technology devices for many consumers, according to a recent mobile survey conducted by Prosper Mobile Insights™ among smartphone and tablet users on their devices. A majority of smartphone/tablet users say their mobile device has replaced a traditional alarm clock (61.1%) and a GPS device (52.3%). 4 in 10 smartphone/tablet users say their mobile device has replaced a digital camera (44.3%), a personal planner (41.6%) and a landline phone (40.3%). More than a third no longer need a separate MP3 player (37.6%) or a video camera (34.2%).

Replaced by Smartphone or Tablet

Alarm Clock: 61.1%
GPS: 52.3%
Digital camera: 44.3%
Personal planner: 41.6%
Landline phone: 40.3%
MP3 Player: 37.6%
Video Camera: 34.2%
Newspaper: 28.2%
Radio: 27.5%
Desktop/Laptop Computer: 24.2%
Gaming device: 20.8%
Books: 20.1%
Internet service at home: 19.5%
DVD Player: 14.1%

 

For a full, complimentary report, click here or fill out the form below.

It is no surprise that smartphones and tablets can easily take the place of other devices or media outlets, but can they replace a wallet? 57.7% of smartphone and tablet owners say they would be somewhat or very comfortable using their device to make a purchase in a store. 22.8% are unsure while 19.5% would be not at all or not very comfortable using this new “swipe technology.”

Despite innovative new gadgets, thousands of apps and a growing number of uses for new mobile devices, consumers still say reliable service is key. A vast majority (77.9%) of smartphone/tablet users say the best service is more important than the newest technology (22.1%).

[Infographie] La fabuleuse histoire des smartphones | FrenchWeb.fr

[Infographie] La fabuleuse histoire des smartphones | FrenchWeb.fr.

Techking vient de publier une infographie qui réjouira tous les geeks de la première heure. Du IBM Simon de 1993 à l’iPhone 5 à venir, 18 ans d’évolution du design et de la technologie marqués par la série 9000 de Nokia, les Palm, Blackberry, l’arrivée des smartphones Android et plus récemment les devices mobiles sous OS Windows.

 

Articles sur le même

CHART OF THE DAY: What People Care About When Buying A Smartphone

via CHART OF THE DAY: What People Care About When Buying A Smartphone.

Earlier this week we published the results of a reader survey that assessed what people look for when buying a smartphone.

Unsurprisingly, the most important thing was the “platform”. In other words, is it running on Apple software, Google software, or something else?

In a bit of a surprise, however, the second most important thing is the feature set of the phone, not the apps it offers.

Don’t Miss: SMARTPHONE SURVEY: Why People Pick Android Vs. iPhone

Follow the Chart Of The Day on Twitter: @chartoftheday

Read more: http://www.businessinsider.com/chart-of-the-day-smartphone-2011-4#ixzz1KZkcUmMu

What the Smartphone Market Will Look Like in 2015 [STUDY]

What the Smartphone Market Will Look Like in 2015 [STUDY].

Market research firm IDC predicts that the smartphone market will grow 49.2% in 2011, due to an increasing number of users who will replace feature phones with smartphones.

The report goes hand in hand with a recent study, also by IDC, which predicts that the number of mobile app downloads will grow from 10.9 billion in 2010 to 76.9 billion in 2014.

While the growth of the smartphone market is fairly easy to predict, IDC also makes predictions about the market share of smartphone platforms in 2015, and we’re far more skeptical about those. Android, IDC predicts, will have 45.4% market share by that time, while BlackBerry will be at 13.7% and iOS at 15.3%.

Symbian, recently dropped from Nokia’s long-term plans, is predicted to drop to 0.2%, and Windows Phone 7 is predicted to grab an impressive 20.9% market share, which would propel it into second place by a large margin. It’s definitely possible, but even though Microsoft’s partnership with Nokia is a strong foundation for success, we can easily see bumps in the road (such as Nokia’s integration of WP7 going slower than planned) that could impede such stellar growth for WP7.

What do you think about these predictions by IDC? Can Windows Phone 7 reach second place on the market by 2015? Please, share your opinions in the comments.