The Holidays: Mobile marketing’s one true barometer?

Posted on November 26, 2013 by


With the holidays upon us, it would be opportune to take a quick pulse check and see just how deep and pervasive mobile shopping’s penetration has progressed.


What may we glean from emerging mobile consumer trends ever since we’ve seen its emergence just a few short years ago? Do the holidays (particularly in the U.S. and North America) indeed act as the one true barometer colouring (determining?) the success or failure of any consumer-driven, technological disruptor?

Rhetoric aside, a recent AdWeek post offers up some novel and intriguing data points that may well spark up any number of threads on our upcoming chat session, including the following U.S.-sampled stats:

  • 56% own a smartphone
  • 35% own a tablet
  • 30% are digitally savvy and own both a smarpthone and tablet 
  • 2 of 5 of the 30% digitally savvy have a store app (44%)
  • 55% use a shopping app at least once a week

Please review this infographic thoroughly as we will be referring to it during the chat.

So lets take a closer look and determine what we may glean from any of the data and seemingly emerging behavioural trends. What do the numbers tell of where mobile marketing is headed? How can we anticipate and stay ahead of the curve?

Q1 55% using shopping apps weekly seems like a promising trend. 25% of these store apps are coupon-based, with Groupon accounting for 48% of the coupon apps. Does your marketing strategy involve couponing. If so, what makes it successful? If not, is there a similar intent-to-purchase model that applies?

Q2 The infographic cites that a good chunk of purchasing influence may be attributed to Product Choice (56%) versus Brand Choice (47%) or Store Choice (40%). What does this imply and how can our own mobile strategies be enhanced based on this perspective?

Q3 Consumers also appear to be warming up to mobile ads, with comfort levels, familiarity and usefulness of such ads garnering well above 50% attribution. The chart cites “Aperture” as playing a key role in the success of mobile advertising. Which ‘Aperture’ elements apply to your mobile marketing?

Q4 Which specific data point speaks to you (and your mobile marketing strategy) the most? In what way does it influence how you would tweak your mobile marketing approach?

Comments most welcome!

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