Mobile

But where will those dollars come from over the next year? Print, television and digital display are the chosen ones.

Mobile has now eclipsed desktop as a research tool with consumers spending more time on their mobile devices than ever. In fact, mobile devices account for up to 64 percent of time spent online and 42 percent of mobile users consider mobile the most important resource in their purchase process. While more than one-third of mobile shoppers turn to mobile exclusively, offline activity plays a big role in consumers’ purchase process as more than half (52 percent) reported visiting a physical store and 64 percent completed their purchase offline.

Protecting the “general market” bundle. If you make Hispanic marketing central, you need to break up the general market bundle. That forces companies to reevaluate everything they do. It’s much easier to operate on an assumption that Hispanic populations are all “acculturating” and are (or will) be consuming the same media as the general market, so there’s no need to treat them separately.

Digital video advertisers that want to grab viewers’ attention, take note: The device on which a consumer views video ads matters far more than mood or location—or even the content genre.

National Football League (NFL) fans have added mobile devices to their game day routines.

Where do consumers get their breaking news?

Marketing tools are rapidly evolving and marketers are spending more money on technology than ever before.

Nearly all marketers increased their mobile ad budget in 2014—93% worldwide, according to a June 2014 study by Forrester Research for Acxiom and 4INFO. But more spending means more measurement to prove that increased investments are worth it, and the research found that marketers hadn’t quite mastered this part yet.

An ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research shows that in just 2 years, shoppers using mobile devices to make purchases has increased by 10 percent (from 25 percent in 2012). Increased mobile purchasing by Hispanics (+11 percent YOY), Asian-Americans (+10 percent YOY), and the 15–34 and 35–49 age brackets (+10 percent and +12 percent YOY, respectively) were largely responsible for this increase.

The Mobile Marketing Association (MMA) released a report titled, How Big is the Mobile Marketing Opportunity, which explores the mobile ad market opportunity for both marketers and mobile ad/media sellers.

The average lead time for researching retail products via mobile among smartphone and tablet users varied by cost, with research for items priced at $1,000 or more starting 45 days in advance of buying, on average. Even for the lowest price range though, $1 to $49, research typically began about 10 days before the purchase was completed.

Millward Brown Digital released the Getting Mobile Right report, identifying the optimal approach for marketers to drive brand growth through effective mobile marketing strategies.

An overwhelming majority of moms currently have a smartphone (88%) and tablet (83%) by their side. This may represent a plateau for mobile-device adoption by mothers, but the survey reveals that moms’ firm embrace of mobile usage is growing.

41% of consumers conduct more searches on mobile devices than their PCs. Thenew study shares insights that can help marketers better understand and engage mobile searchers.

Briabe Mobile announced the launch of ‘Latina Glam” a mobile-social platform targeting Latina women, designed to connect brands and influencers with consumers in the digital space.

We all live increasingly on our smartphones. In the U.S.—where 171.5 million people (71%) own such a device—smartphones have become the staple of everyday life and the on-the-go tool of choice for consumers looking to catch up on emails, tap their social networks or even tweet about a recent sports game.

Avocados from Mexico (AFM) announced it will kick off its 2014-2105 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill) a fully integrated program for Hispanic accounts. 

comScore, Inc. published The U.S. Mobile App Report. The report provides an in-depth analysis of the medium that is currently driving the majority of digital behavior in the U.S. As mobile apps continue to play a more significant role in digital, it’s more important than ever before to gain a complete understanding of these audiences.

U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. But despite the facts, these consumers are vastly underserved, and the opportunities to reach them through digital remain largely untapped. But what, exactly, should marketers be doing? To see what’s working (and what’s not), Vice President of Americas Marketing at Google, Lisa Gevelber, looked at the strategies of leading brands and forward-thinking marketers. Here are the top lessons she learned.

This month’s MarketPulse is exploring how Hispanics choose to communicate and engage. If you consider the facts, outlined in the graphic below, you’ll see that not only are Hispanics more likely to own smartphones instead of landlines, but they’re more likely to browse and stream on their phones as well. These numbers represent a new generation of the U.S. Hispanic market, who embrace technology and use it frequently.