Mobile Demographics and Consumer Trends_Michael Hanley
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Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
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Mobile Demographics and Consumer Trends_Michael Hanley
- 1. Mobile Demographics and Consumer Trends Mobile Demographics & Consumers Trends Class 14
- 2. Mobile Demographics and Consumer Trends The Typical Mobile Consumer? Device driven • Mobile usage is one of the most homogenous from a demographic standpoint of all communication channels. • Most mediums have distinct categories of users that can be targeted by marketers based on their media consumption. • Mobile is a channel, not a medium. • Its usage is driven by many other motivators than accessing media. • Mediums can be delivered via a mobile device, but the success of the marketing message depends on the use of the device, not the ad. • Mobile is a behavior, not a technology • Connected consumers are driving mobile adoption
- 3. Mobile Demographics and Consumer Trends The Connected Consumer What is an Active Connected Device? Any device that is being actively used to connect to the Internet directly • Via Wireless or Wired means –Desktop with Wired Connection –TV with Wired Connection –Game console with Wireless Connection –Smartphone, Tablets, eReaders –Feature phone with data subscription –Energy meters with Wireless Connection –Connected Car –M2M, media players, etc.
- 4. Mobile Demographics and Consumer Trends The Connected Consumer
- 5. Mobile Demographics and Consumer Trends The Connected Consumer
- 6. Mobile Demographics and Consumer Trends Mobile Consumer Demographics
- 7. Mobile Demographics and Consumer Trends How We Use Mobile Devices Source: Adobe
- 8. Mobile Demographics and Consumer Trends How We Use Mobile Devices Source: Adobe
- 9. Mobile Demographics and Consumer Trends Social Media Use With Mobile Source: Adobe
- 10. Mobile Demographics and Consumer Trends 5 Types of Mobile Internet Users Young and Affluent • Adults between the age of 18 and 34, with a household income above $100,000. • With mobile internet having a 40% penetration with all U.S. consumers, the number is significantly higher with younger and more affluent consumers. • Among those who are described as "Young with Money", 78.1% are mobile internet users. • Slightly more than half have no children living at home, suggesting the likelihood that many of these young and affluent consumers have more disposable income to spend on high priced items such as automobiles, travel, and entertainment. Source: The Media Audit
- 11. Mobile Demographics and Consumer Trends 5 Types of Mobile Internet Users Upscale • Along the lines of young and affluent, this audience is also more likely to pay for higher priced items such as automobiles. • Consumers who access the Internet via a mobile device are 32% more likely to earn more than $75,000 in annual household income. • 60% more likely than the general population to earn more than $150,000 in household income. • One in ten stated they plan on purchasing an automobile priced over $30,000 within the next 12 months, a figure that is 49% higher when compared to the general population. Source: The Media Audit
- 12. Mobile Demographics and Consumer Trends 5 Types of Mobile Internet Users Influential • If the appeal of mobile marketing is the one-to-one, personalized communications, advertisers will also find it appealing that mobile Internet users are more likely to influence others and engage in social media. • Potential for reaching consumers who are considered opinion leaders and who can influence others to try different products or services. • Mobile Internet users are: • 24% more likely to have a college degree • 51% more likely to be influential in business banking decisions • 67% more likely to be sought out for financial advice by friends, family or co-workers. • 43% more likely to use Facebook • 84% more likely to use Twitter Source: The Media Audit
- 13. Mobile Demographics and Consumer Trends 5 Types of Mobile Internet Users Highly Mobile • It may sound redundant, but mobile Internet users are highly mobile, suggesting that they are somewhat elusive from traditional marketing channels. • Mobile Internet users are 84% more likely than the general population to be heavy domestic air travelers, taking six or more domestic flights per year • 50% more likely to be a frequent foreign air traveler, taking more than two foreign flights within the past two years. • If they aren't traveling by plane, they are spending excess time driving around a metropolitan area. • More than half drive 200 or more miles within a metropolitan area in a typical week • 26% higher when compared to the average for most consumers. Source: The Media Audit
- 14. Mobile Demographics and Consumer Trends 5 Types of Mobile Internet Users Deal Conscious • While the typical profile of a mobile internet user is upscale and affluent, the study also reveals that 87.1% are shoppers of discount stores, such as K-Mart, Wal-Mart, or Target • 56.8% use coupons. • Deal-of-the-day sites such as Groupon and LivingSocial are popular with mobile internet users. • 24.6% have used Groupon, a figure that is 69% higher when compared to the general population • 12.5% have used LivingSocial, a figure that is 79% higher than the general population. Source: The Media Audit
- 15. Mobile Demographics and Consumer Trends Mobile Tablet Uses
- 16. Mobile Demographics and Consumer Trends Types of Mobile Devices Tablets Internet access options: Wi-Fi connectivity is a standard feature of all tablets. Wi-Fi connections enable you to make use of your tablet's standout feature supreme portability and complete web accessibility wherever there is a Wi-Fi signal in your home or workplace, mall, restaurants, and coffee shops. 3G and 4G connectivity are other options that enable surfing anywhere there is a cellular telephone network. You'll find such access particularly useful for any apps with GPS related functions, such as maps. Most tablets also incorporate Bluetooth technology. This enables your tablet to wirelessly transfer data to and from your computer or other peripherals such as keyboards, speakers or a mouse.
- 17. Mobile Demographics and Consumer Trends Types of Mobile Devices Tablets Tablet screen size, memory and cameras The tablet display or screen is one of the most important features to consider. Most screens come out somewhere between 7" and 11". This is the diagonal distance between corners. Memory is expressed as GB (gigabytes). Memory is the amount of storage available on your tablet to save files such as documents, video files and photographs. Tablets start at 16GB and can go up to 64GB. If you are going to listen to a lot of music and watch a lot of movies consider a tablet with 32GB or more of storage. More and more tablets now incorporate cameras, enabling you to not only capture images, but also to use in video conferencing, or video conversations. Different tablets have different systems some have only a single camera, while others have both forward and backward- facing cameras. Things to bear in mind here are the resolution of the camera and whether it has a zoom, a flash or autofocus feature.
Hinweis der Redaktion
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.