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Mobile Marketing Consumer Surveys

Comparison of 2008 and 2010 US Consumer Survey Results

Research Report

Pages
80
Deliverables
Released
2Q 2010
Product Code
RR-SUMMS-10
Price
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Mobile consumers represent an intriguing target for marketers, especially as consumer behavior keeps shifting and the adoption of smartphones continues to rise sharply. For marketers, the growing smartphone audience in particular holds great promise, as more people consume content, access the mobile Internet and download applications onto these more sophisticated mobile devices.

This study examines the important shifts in consumer adoption of mobile devices and attitudes toward mobile marketing by comparing selected results from two ABI Research surveys, one conducted in late 2008 and the other completed early in 2010. The report explores consumer responses toward mobile marketing and advertising that is delivered both through text messaging and by accessing the mobile Internet. The study also examines consumer attitudes toward mobile commerce, and the trend of downloading mobile applications.

What Questions Does This Report Answer?

  • How has smartphone adoption changed over the past two years?
  • How has downloading of mobile applications changed over the past two years?
  • How often do consumers access the mobile Internet?
  • How do consumers respond to mobile marketing messages?
  • What preferences do consumers have for using their mobile phones for purchases?

Who Needs This Report?

  • Advertisers
  • Advertising agencies
  • Mobile ad networks
  • Media and content providers
  • Mobile device manufacturers
  • Mobile application developers

Table of Contents

Executive Summary
Methodology
Summary: Smartphone Usage
Smartphone Usage
Length of Time Owned Smartphone
Summary: Smartphone Brands
Smartphone Brands
Summary: Smartphone Applications
Smartphone Applications
Types of Applications Installed on Smartphone
Summary: Free vs. Paid For Smartphone Applications
Games Installed on Smartphones: Free vs. Paid
Music Apps Installed on Smartphones: Free vs. Paid
Entertainment Apps Installed on Smartphones: Free vs. Paid
Weather Apps Installed on Smartphones: Free vs. Paid
Utilities Apps Installed on Smartphones: Free vs. Paid
Navigation Apps Installed on Smartphones: Free vs. Paid
Social Networking Apps Installed on Smartphones: Free vs. Paid
Photography Apps Installed on Smartphones: Free vs. Paid
News Apps Installed on Smartphones: Free vs. Paid
Productivity Apps Installed on Smartphones: Free vs. Paid
Sports Apps Installed on Smartphones: Free vs. Paid
Amount Spent on Applications and Content for Smartphone in Last Year
Summary: Mobile Phone Feature Usage
Mobile Phone Features Used at Least Sometimes
Mobile Phone Features Used at Least Once a Day
Mobile Phone Features Not On Phone, or On Phone But Not Used
Summary: Use of Mobile Phone to Play Music
Frequency of Playing Music on Mobile Phone
Methods of Getting Music on Mobile Phones
Summary: Ringtones on Mobile Phones
Mobile Phone Ringtone Acquisition/Purchase
Methods of Purchasing or Acquiring Ringtones
Summary: Text Messaging Frequency
Average Frequency of Use of Text Messaging
Average Number of Time/Day Compose & Send Text Messages
Average Number of Times/Day Receive Text Messages
Summary: Text Messaging Activities
Mobile Phone Text Messaging Activities
Summary: Internet Access from Mobile Phones
Frequency of Using Mobile Phone to Access Internet Websites
Types of Mobile Website Content or Information Accessed from Mobile Phone
Summary: Other Mobile Internet Activities
Internet Activities Done Using Mobile Phone
Interest in Receiving Promotions for Locations Close to You on Mobile Phone
Summary: Interest in Location-Based Information and Promotions
Interest in Promotions Based on Location
Interest in Having Phone Give Suggested Locations
Interest in Being Informed of Nearby Friends and Family
Summary: Viewing TV or Video on Mobile Phones
Frequency of Using Mobile Phone to View TV or Video
Types of Videos Watched on Mobile Phone
Summary: Commercials on Mobile Video/Promotions on Mobile Phones
Commercials on Videos Watched on Mobile Phone
Reactions to Commercials/Video Advertisements on Mobile Phone
Reaction to Receiving Promotions on Mobile Phone
Summary: Social Networks on Mobile Phones
Online Social Networks from Mobile Phone
Frequency of Visiting Online Social Network(s) from Mobile Phone
Specific Online Social Networks Visited from Mobile Phone
Summary: Using Mobile Phone to Make Purchases
Preferred Payment Sources When Using Mobile Phone to Make Purchases
Major Concerns Surrounding Using Mobile Phone to Make Purchases
Summary: Current Mobile Phone Information
Business and/or Personal Use of Mobile Phones
Mobile Service Provider
Mobile Phone Brand
Summary: Future Smartphone Purchase Intent
Plan to Buy a Smartphone in the Next Year
Motivations for Buying a Smartphone
Summary: Demographics
Age
Gender
Education
US Census Regions
Occupational Status
Number of People in Household
Household's Annual Pre-Tax Income in 2009




57 Charts
  • Mobile Phone a Smartphone?
  • Length of Time Owned Smartphone
  • Type of Smartphone
  • Installed Any Applications on Smartphone (in addition to ones that came with the device)?
  • Types of Applications Installed on Smartphone
  • Were Games You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Music Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Entertainment Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Weather Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Utilities Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Navigation Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Social Networking Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Photography Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were News Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Productivity Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Were Sports Applications You Installed on Your Phone Free, or Did You Pay for Them?
  • Amount Spent on Applications and Content for Smartphone in Last Year
  • Percent That Use Feature at Least Sometimes
  • Percent That Use Feature at Least Once a Day
  • Percent that Don't Have or Have But Don't Use Feature on Mobile Phone
  • Average Frequency of Use on Mobile Phone: Play Music
  • Methods of Getting Music on Mobile Phone
  • Ever Purchased or Acquired a Ringtone for Mobile Phone?
  • Methods of Purchasing or Acquiring Ringtones
  • Average Frequency of Use on Mobile Phone: Text Messaging (SMS)
  • Average Number of Times/Day Compose & Send Text Messages on Mobile Phone
  • Average Number of Times/Day Receive Text Messages on Mobile Phone
  • Mobile Phone Text Messaging Activities Ever Done
  • Average Frequency of Use on Mobile Phone: Access Internet Websites
  • Types of Mobile Website Content or Information Accessed from Mobile Phone
  • Activities Done Using Mobile Phone
  • Interested in Receiving Promotions for Locations Close to You on Your Phone?
  • Interested in Receiving Promotions Based on Your Location?
  • Interested in Having Phone Give You Suggested Locations of Hotels, etc. if Traveling to a New City?
  • Interested in Having Handset Inform You of Nearby Friends and Family?
  • Average Frequency of Use on Mobile Phone: View TV or Video
  • Types of Videos Watched on Mobile Phone
  • Ever Seen a Commercial on a Video Watched on Mobile Phone?
  • Reactions to Commercials/Video Advertisements on Mobile Phone
  • Reaction to Receiving Promotions on Mobile Phone Such as Coupons or Discounts?
  • Ever Visited Online Social Network Using Mobile Phone?
  • Average Frequency of Visiting Online Social Network(s) from Mobile Phone
  • Online Social Networks Visited From Mobile Phone
  • Preferred Payment Sources When Using Mobile Phone to Make Purchases
  • Major Concerns When Thinking About Using Mobile Phone to Make Purchases
  • Mobile Phone Use
  • Mobile Service Provider
  • Mobile Phone Brand
  • Plan to Buy a Smartphone in the Next Year to Replace Current Personal Mobile Phone?
  • Primary Motivations for Planning to Buy a Smartphone
  • Age
  • Gender
  • Education
  • Region of the US in Which Respondents Reside (US Census Definitions)
  • Occupational Status
  • Number of People in Household
  • Household's Annual Pre-Tax Income in 2009