文档介绍：SMART
PH NE
SMART
MARKETING
18
28
32
2
4
TABLE OF CONTENTS
Overview
Smartphone Living
Smartphone Marketing
Smartphone Futures
Conclusions
OVERVIEW
In an increasingly mobile world, the Smartphone has e a lifestyle-
changing device.
The Smartphone is the first device to provide instant access to the and
online information resources wherever consumers go. Time-starved consumers
say that Smartphones improve their quality of life by allowing them to multitask
on-the-move.
For marketers, this creates a new opportunity to maintain contact with consumers
throughout the day and influence purchase decisions in ways never before possible.
Universal McCann and AOL partnered with Questus, a leading interactive marketing
and research firm, to conduct an extensive multi-phase research project examining
how Smartphones are influencing American lifestyles and media consumption. This
research report analyzes the intersection between consumer media usage, lifestyle
and purchase preferences.
SMARTPHONE
LIVING
5
63MM
19MM
THE STUDY: LIVING • MARKETING • FUTURES
270MM
US mobile subscribers
access mobile web
access mobile web
on weekly basis
WHOM DID WE SPEAK WITH?
Approximately 1800 participants were selected for this study based upon their frequent use of
Smartphone devices, with nearly all participants indicating they access the mobile web at least
several times per week. The study also included a sample of “lead users,” who were asked to keep
daily usage diaries.
is not
,
12
6
hype.
1 OF EVERY 7
MINUTES OF MEDIA
CONSUMPTION
TODAY IS THROUGH A
MOBILE
DEVICE
14%
‘MobileIt’s a social
transformation.
IT’S MORE THAN MOBILE
The Smartphone is considered a great convenience for many Americans, enabling them to
access content, applications and services anywhere and anytime and to have a constant
link with their social circles. It’s more than a medium of transmission; it’s the preeminent tool for
both munication and daily life management.
OF SMARTPHONE USERS