mobile


Mobile internet stats round up: “

I’ve seen loads of mobile related stats and reports recently, so here’s a round up, as well as some taken from our recently updated Internet Statistics Compendium.

Mobiles and offline shopping (RichRelevance / Bazaarvoice)

  • 42% of UK shoppers have used their mobile phones while shopping offline, while 16% used it to compare prices with other stores.
  • 59% have not decided on the brand before beginning to shop, while 44% switch channels and research online before heading for the high street.

Mobile websites (1&1 Internet)

  • 55% of small businesses have not checked the appearance of their own website on a mobile phone, despite the fact that 64% of small business owners regularly use the mobile web.
  • 41% of SMEs said their website didn’t look as good on a mobile, while 36% said the functionality had been affected.
  • Just 7% have already optimised their sites for mobile, but 65% had no plans for a mobile version.

Mobile commerce in Europe (IDC/Akamai)

  • 10% of European web shoppers are using their mobiles for products searches, price comparison or purchasing, while 20% plan to do so in future, according to a study of 1,500 people in the UK, France, Germany, Italy and Spain.
  • The study also found that shoppers who used mobile in some part of the research and purchase process spent 15% to 30% more than those who used just one channel.

Mobile commerce: browser or apps? (US)

  • 54% of 3,905 respondents to a Lightspeed Research survey preferred using mobile browsers to shop online rather than apps (41%).
  • For mobile purchases, 48% preferred to use a credit card to complete the transaction.

Browsers or apps? (UK)

  • UK users prefer to access the mobile internet using a browser rather than an ‘app’ (70% versus 55%)according to a study by Orange.
  • Men are more likely to use apps to access online information than women (46% versus 35%).

UK Mobile commerce market size (Verdict & Ovum)

  • Mobile internet sales could double in the next 3 years. By 2013 mobile internet sales could reach as much as £275m, 4% of online retail spending, up from £123m currently.
  • Just 2.1% of UK‘s adult population currently shop via a smartphone, and the potential growth is enormous.

(Via Econsultancy.)

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Nestle’s augmented reality game blends technology and fun with solid branding strategy: “

Nestle logoAugmented reality (AR) advocates say that it’s time for companies to start adding the unique blend of physical and virtual interaction into marketing plans now. While some brands still appear mystified (and scared, perhaps?) of the technology, others are proving that AR can serve as a highly effective, interactive marketing tool. CPG giant Nestle is the latest brand to experiment with AR, using it to turn an ordinary advergame into a memorable experience.

With Nesquik Factory, Nestle pulls players into, well … a Nesquik Factory. The game uses a player’s webcam to put them into the role of a factory worker. Fill the bottles with the right flavor of Nesquik and you make it to the next level. Mundane? Perhaps, but the experience of seeing oneself in a game, and using real-world movements to interact with virtual objects is novel, at the very least.

Nestle employed AR development firm Zugara to create the game. Together, both companies followed overall social media marketing best practices, while managing to incorporate AR in a way that wasn’t ‘scary’ or cumbersome. The game also employed three specific tactics for creating a successful branded game, with or without AR:

1. Make it easy for the game to spread:

In the image below, you’ll note that the ‘Forward to a Friend’ and ‘Play with Facebook Connect’ options are highlighted with red circles.

Nesquik Factory screengrab 2

The first option is email – simple enough. The Facebook option lets players sign in, and then share a ‘snapshot’ of themselves playing the game on Facebook.

Forward to a friend allows users to email by email. Worth noting that Nestle includes a simple opt-in option for its mailing list

2. Gather player contact info for lead generation

The ‘Forward to Friend’ option also includes a simple opt-in for players who want to receive information about other Nestle products, games, and promotions. Again, very simple, but potentially very effective. If the player forwards the game after they’ve had fun playing, they’re likely more inclined to opt-in and be notified of other ‘fun’ experiences sponsored by Nestle.

3. Maintain prominent branding without being obnoxious

A branded game serves to get a company’s messaging across – but it must do so in a way that’s not heavy-handed. Nestle achieves this by setting the game in a Nesquik factory, but also by requiring players to bring the Nesquik brand into the game themselves.

Nesquik Factory screengrab

To play, users need to have their image motion-captured by a webcam, but Nestle also requires that players motion-capture a Nesquik bottle as well. If they don’t have one on hand, they can download and print a picture of one from the game site.

The experience will reinforce positive branding with Nesquik fans, and increase awareness for people that stumble on the game via a friend’s suggestion or Facebook update.

With the game, Nestle joins the ranks of other big brands like IKEA, Adidas and Toyota that have also incorporated AR elements into their marketing campaigns.

(Via Econsultancy.)

One-Third of iPad Owners Have Never Downloaded an App [STUDY]: “

ipad cat

According to a recent study from Nielsen, a whopping 32% of iPad owners have never downloaded an app on the device — which begs the question, what exactly do they do with the thing?

The study surveyed more than 5,000 owners of connected devices (a category that includes netbooks, e-readers, connected game consoles, etc.), 452 of whom own an iPad.

Don’t despair yet, developers — the good news is that the overwhelming majority of those who have downloaded apps have also been willing to pay for at least one of them. Of the 63% of iPad owners who have paid for an app, 62% of them have paid for a game and 54% have paid for an e-book, followed by music (50%), shopping (45%) and news (45%) apps. A full 41% have paid for a magazine.

iPad users are also spending more time with these kinds of apps — particularly those that display more ‘traditional’ forms of content, such as news, books and movies — than users of other devices. For instance, roughly 8 in 10 iPhone owners spend less than 15 minutes reading news on a weekday in a single session, whereas most (57%) iPad owners spend between 16 minutes and two plus hours reading news on the iPad.

The survey also found that iPad owners tend to skew younger (63% are under 35) and male (65%). By and large, iPad owners are more receptive to in-app advertising, seemingly because they like the interactivity many of these ads offer.

You can see further highlights from the study here.

Photo courtesy of Flickr, Veronica Belmont


Reviews: Flickr

More About: ipad, ipad apps, Mobile 2.0

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(Via Mashable.)

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