Mobile

It’s no secret that millennials are attached to their mobile devices, and recent research from My.com, conducted by Survey Sampling International (SSI) in October 2014, set out to determine just how much time this demographic spent with their beloved smartphones and tablets.

Mobile data traffic is set to soar, and based on recent research, Hispanics are a big usage driver in the US.

Of the different types of learning technologies available, students found that adaptive learning technologies were the most effective, with 85 percent indicating a moderate or major improvement in grades.

A sneak peek at brand new data from Horowitz Research’s FOCUS Latino study shows that Hispanics are more than just a mobile audience.

As an email marketer, you know that getting mobile right is essential for an effective digital marketing program. But maybe your boss still isn’t convinced. How about a few numbers to show why mobile matters — and why email should own it?

Major brands are now using location data for purposes beyond targeting consumers at a particular moment in time. Marketers are leveraging location data to build much more comprehensive audience segments, which can be used to target consumers in a wide array of mobile campaign scenarios.

Online shoppers in the US have long had instant access to price comparisons at the moment of purchase – but now “bricks and mortar” shoppers are using their mobile phones to bring this behavior in-store.

In the global study, ZenithOptimedia looked at how new technologies are set to impact retail, media and entertainment and how brands are likely to leverage these innovations to create personalized consumer experiences as part of their communication strategies.

For the past several years, marketers have proclaimed that it was “The Year of Mobile.” While it remains to be seen whether 2015 gets to don the official title—though it looks pretty promising—one thing’s for sure: All of the waiting around has given marketers plenty of time to figure out how they define and measure mobile.

Soizic Sacrez, director of marketing for Terra, a global digital media company, discussed with eMarketer the findings in Terra’s latest round of research into US Hispanics’ media usage, revealing insights into why Hispanics are more likely to access video content via mobile and pay for video content.

Current predictions of mobile advertising’s meteoric rise are themselves too conservative – underestimating the size and growth of the mobile ad spend opportunity.

Among the key findings, the study shows that millennial moms’ ownership of smartphones in the U.S. outpaces ownership of laptop and desktop computers for the first time, and that they are spending 35 percent more time online via their smartphones than online via laptop or desktop computers.

The great differences between the Millennial, Gen X and Boomer generations are a subject of many studies and debate. These groups, born into different economic, political, and technical environments, are typically discussed based on their unique, differentiating attributes, as marketers try to develop strategies that uniquely target each population.

Customer loyalty pays off—just ask Amazon.com and take a look at the loyalty of holiday gift givers—and marketers were bringing these efforts to mobile.

Why Hispanics are a key segment for digital commerce sites to differentiate and grow their business, especially in highly Hispanic areas such as California, Texas and Florida

Examining user perception, the IAB study found that only 18 percent of smartphone owners who use the mobile internet on their phone say they spend significantly more time using mobile apps than browsing mobile websites. However, more than half (52%) of smartphone owners say they click links within apps that take them to content on mobile websites at least sometimes or more frequently.

Digital video is the bread and butter of internet users in Mexico. Three-quarters of the country’s online population will consume digital video content at least once per month in 2015, eMarketer estimates, putting Mexico ahead of the UK and nearly on par with the US for this key metric of web usage, according to a new eMarketer report, “Mexico Digital Video 2015: A Medium Best Served with a Focus on Demographics.”

As 2014 saw the maturation of mobile as a marketer’s medium, one thing became ever more apparent to me: Mobile is not a strategy unto itself.  It is a channel and should be treated as such.

Americans are now spending almost as much on smartphone and tablet entertainment as at the box office.

The number of mobile phone users in Latin America is growing at an increasingly slower pace. eMarketer estimates the number of individuals of any age who owned at least one mobile phone and used it at least once per month inched up a mere 4.2% in 2014 to reach 395.5 million. Roughly one-third of those users lived in Brazil, with an additional 78.2 million in Mexico. Colombia (31.7 million) came in third, ahead of Argentina’s 30.0 million users during the same period.