Mobile

In today’s mobile device landscape, marketers are familiar with the logic: more advanced phones in the hands of more users consuming more types of mobile content mean more touchpoints for marketing messages.

Smartphones are turning millions of Americans into mobile shoppers, and retail is the fastest-growing category for mobile content, but retailers still have a long way to go before they make the most of mobile.

In 2011, US mobile commerce sales (including travel) surged 91.4%, to reach $6.7 billion. Continued strong growth will boost sales to $31 billion in 2015. More smartphone users, greater consumer comfort with mobile shopping and an increasing number of retailers launching mobile sites and apps will all play a part in propelling m-commerce sales.

Nielsen’s “State of the Media: The Mobile Media Report” provides a snapshot of the current mobile media landscape and audiences in the U.S., and highlights the potential power of mobile commerce in the near future. DOWNLOAD Report Here.

U.S. Hispanic Consumers spent more than $5.15 billion during this year’s holiday season on mobile devices, illustrated in a new INFOgraphic, Hispanic Holiday Mobile Survey 2011 by Zpryme. This past year, more advertisers than ever launched marketing and branding campaigns specifically targeted at attracting the increasing purchasing power of Hispanics.

Understanding the crucial role of mobile in marketers’ holiday strategies, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence released “Mobile Shoppers,” a new report that looks at how consumers’ access to mobile data will inevitably influence both what they buy and where they buy it. In addition, the study unveils the first-ever ranking of the most mobile shopping savvy cities in the U.S.

While many consumers rely on their mobile phones for convenience and savings, this is doubly true for moms, who must often manage their own lives along with those of their family all day, every day and at all hours. As avid mobile users, moms frequently turn to their smartphones to keep tabs on their families, research purchases and help organize their busy lives.

With strong winds in their sails from the warm consumer embrace of smartphones and tablets—and the apps, content and media consumption they enable—mobile marketers are setting their sights on using these devices to influence transactions. This represents an evolution of the mindset of getting the consumer in the door. Broadly, this is a cultural shift from check-ins to checkouts.

As smartphones become more mainstream, mobile is becoming more pervasive in all aspects of consumers’ lives. And online shopping is quickly becoming a popular activity.

As is the case with many new technologies, consumers are moving faster than brands. They’re already using smartphones and tablet devices in front of the TV to communicate with friends and family, look up information related to the show they are watching, or else surf content that is completely unrelated to what’s on the big screen. Razorfish partnered with Yahoo! to conduct a study to better understand this rapidly evolving consumer behavior and to provide guidance for how marketers should approach the corresponding opportunity. DOWNLOAD Report Here.

Magazines and newspapers in the U.S. and Canada are becoming more confident in their strategic mobile plans as they diversify their offerings and discover new ways to derive revenue. DOWNLOAD Report Here.

While whites make up the lion’s share of US mobile phone and mobile internet users, a new eMarketer forecast estimates Hispanic, Asian and black mobile users in the US access the mobile internet more often than their white counterparts, and that they will continue to outpace whites in mobile internet adoption through 2015.