Mobile Marketing Consumer Surveys

Comparison of 2008 and 2010 US Consumer Survey Results

Research Report

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.

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. Household's Annual Pre-Tax Income in 2009

Charts

  1. Mobile Phone a Smartphone?
  2. Length of Time Owned Smartphone
  3. Type of Smartphone
  4. Installed Any Applications on Smartphone (in addition to ones that came with the device)?
  5. Types of Applications Installed on Smartphone
  6. Were Games You Installed on Your Phone Free, or Did You Pay for Them?
  7. Were Music Applications You Installed on Your Phone Free, or Did You Pay for Them?
  8. Were Entertainment Applications You Installed on Your Phone Free, or Did You Pay for Them?
  9. Were Weather Applications You Installed on Your Phone Free, or Did You Pay for Them?
  10. Were Utilities Applications You Installed on Your Phone Free, or Did You Pay for Them?
  11. Were Navigation Applications You Installed on Your Phone Free, or Did You Pay for Them?
  12. Were Social Networking Applications You Installed on Your Phone Free, or Did You Pay for Them?
  13. Were Photography Applications You Installed on Your Phone Free, or Did You Pay for Them?
  14. Were News Applications You Installed on Your Phone Free, or Did You Pay for Them?
  15. Were Productivity Applications You Installed on Your Phone Free, or Did You Pay for Them?
  16. Were Sports Applications You Installed on Your Phone Free, or Did You Pay for Them?
  17. Amount Spent on Applications and Content for Smartphone in Last Year
  18. Percent That Use Feature at Least Sometimes
  19. Percent That Use Feature at Least Once a Day
  20. Percent that Don't Have or Have But Don't Use Feature on Mobile Phone
  21. Average Frequency of Use on Mobile Phone: Play Music
  22. Methods of Getting Music on Mobile Phone
  23. Ever Purchased or Acquired a Ringtone for Mobile Phone?
  24. Methods of Purchasing or Acquiring Ringtones
  25. Average Frequency of Use on Mobile Phone: Text Messaging (SMS)
  26. Average Number of Times/Day Compose & Send Text Messages on Mobile Phone
  27. Average Number of Times/Day Receive Text Messages on Mobile Phone
  28. Mobile Phone Text Messaging Activities Ever Done
  29. Average Frequency of Use on Mobile Phone: Access Internet Websites
  30. Types of Mobile Website Content or Information Accessed from Mobile Phone
  31. Activities Done Using Mobile Phone
  32. Interested in Receiving Promotions for Locations Close to You on Your Phone?
  33. Interested in Receiving Promotions Based on Your Location?
  34. Interested in Having Phone Give You Suggested Locations of Hotels, etc. if Traveling to a New City?
  35. Interested in Having Handset Inform You of Nearby Friends and Family?
  36. Average Frequency of Use on Mobile Phone: View TV or Video
  37. Types of Videos Watched on Mobile Phone
  38. Ever Seen a Commercial on a Video Watched on Mobile Phone?
  39. Reactions to Commercials/Video Advertisements on Mobile Phone
  40. Reaction to Receiving Promotions on Mobile Phone Such as Coupons or Discounts?
  41. Ever Visited Online Social Network Using Mobile Phone?
  42. Average Frequency of Visiting Online Social Network(s) from Mobile Phone
  43. Online Social Networks Visited From Mobile Phone
  44. Preferred Payment Sources When Using Mobile Phone to Make Purchases
  45. Major Concerns When Thinking About Using Mobile Phone to Make Purchases
  46. Mobile Phone Use
  47. Mobile Service Provider
  48. Mobile Phone Brand
  49. Plan to Buy a Smartphone in the Next Year to Replace Current Personal Mobile Phone?
  50. Primary Motivations for Planning to Buy a Smartphone
  51. Age
  52. Gender
  53. Education
  54. Region of the US in Which Respondents Reside (US Census Definitions)
  55. Occupational Status
  56. Number of People in Household
  57. Household's Annual Pre-Tax Income in 2009