Mobile phones are an essential part of everyday life, with nine out of 10 U.S. adults today using at least one mobile device and 35 percent of mobile phone users now paying $100 a month or more for service. With the release of a new Mobile Consumer segmentation system and three new mobile psychographic scales, Experian Simmons provides marketers with much-needed insight into the divergent and rapidly evolving behaviors and attitudes of mobile consumers.
Mobile
Arbitron: Cell-Phone-Only Penetration Map
Arbitron is now measuring cell-phone-only households in all of its radio Metros in the 50 United States. Although the percentage of cell-only homes stood at 22.7% in the Fall of 2009, market-level penetration rates varied widely. DOWNLOAD MAP HERE.
Kraft’s Mobile Branding Recipe.
Ed Kaczmarek – Director of Innovation, Consumer Experiences – Kraft Foods.
Kraft Foods launched the iFood Assistant in late November 2008 and released the upgraded iFood Assistant 2.0 a year later. The $0.99 app offers access to more than 7,000 recipes, cooking tips, a shopping list builder and how-to videos commingled with ads for Kraft brands. Ed Kaczmarek, director of innovation, consumer experience, discusses the branding goals of the iFood Assistant and insights into consumers’ app usage. Available at HispanicCMO.com and HERE.
Intent behind Mobile Internet Use.
According to a new survey announced by Ruder Finn, Americans are spending an average of 2.7 hours on the mobile Internet – connecting socially, managing their personal finances, and even as a means for advocacy. Ruder Finn’s first-ever Mobile Intent Index studies mobile phone user habits and explores the underlying reasons – or intent – people have for accessing the mobile Internet.
Consumers utilize Mobile Phones for In-Store Holiday Shopping activities.
A recent Motorola Inc. Enterprise Mobility Solutions annual research study of holiday shoppers identified that more than half (51 percent) of consumers across 11 countries used their mobile phones for in-store activities such as comparison shopping and getting peer feedback, product information and coupons, which signals the increasing importance for retailers to adopt mobile shopper technology strategies to remain competitive.
