Moms take to their mobile phones for while Shopping

A new research study by Greystripe finds a majority of moms, over 66 percent, now use their devices in the shopping process. Greystripe collected the data from its expansive network of touch devices during a three-month period from November 16, 2010 to February 15, 2011.

The research report found other trends on smartphone moms including:
• 45% use their smartphone to locate the nearest store
• 36% use their phone for price comparison
• 31% percent use their phone for new product research

Besides the many functional purposes of a smartphone for a mom juggling multiple tasks, many of the women surveyed also use their iPhone or Android to save money. The study found that 57 percent of smartphone moms use coupons every time they shop.

For many smartphone moms, grocery shopping is also facilitated through their handy mobile device. The study found that 42 percent of smartphone moms use their smartphone while grocery shopping, in a variety of ways.
• 32% use their smartphones for shopping lists
• 21% use their smartphone to look up recipes
• 14% use their smartphone to do a price comparison

Greystripe’s research also found smartphone moms are receptive to advertising – 55% indicated that advertising plays a role in their purchasing decisions and 91% prefer free apps with ads over paid apps without ads. As moms on the go learn how to use their smartphones to make smarter decisions at the store, usage will only increase over time.

About the Survey: This research is based on data Greystripe gathered from 239 women with children on iPhone, iPod Touch and Android devices on its network from November 16, 2010 through February 15, 2011. For the complete study, click here.

May 16, 2011 in Blog   |   No Comments

Mobile Ticketing to grow to 15 Billion by 2014 (Juniper Research)

Juniper Research released its latest report on mobile ticketing and predicts that by 2014 nearly 15 billion tickets will be delivered worldwide to consumer’s mobile devices.

Juniper categorizes mobile ticketing into three major segments that cover most of the ticketing applications in the following categories:

• Transportation including Air, Rail and Bus
• Sporting Events, including sports at the club, national and international levels, as well as major international sporting events such as the Olympics and World Cup.
• Entertainment & Events, including live music, theatre, ballet, comedy, cinema, night clubs, museums & galleries & trade shows.

The Juniper report shares that mobile ticketing is being adopted the fastest in the transport sector through SMS, bar codes and apps offered by mass transit, railways and airlines. It predicted mobile ticketing would be more widespread in Cinema’s, Concert halls and sports stadiums by 2014.

The report also stated that in 2009 the majority of mobile ticketing transactions where in the Far East and China. While Europe’s contribution in 2009, of 17% is mainly due to advanced transport ticketing systems in Scandinavia. But the report predicted that Europe would be the leading region by 2014.

March 15, 2010 in Blog   |   No Comments

Jiffy Lube: Mobile Marketing Campaign beats out Online

Part of a Series: Mobile Campaigns Live Up to HYPE

As seen on Mobile Marketer.
A Jiffy Lube mobile advertising initiative that was part of a larger multichannel campaign achieved a 0.2 percent response rate, outperforming its Web counterpart.

Jiffy Lube tested this program in Los Angeles, California using a geo-targeted mobile ad campaign offering coupons for oil changes. The program launched in March where twenty-eight percent of respondents texted in their ZIP code to receive a list of oil-change stores closest to them. More than 200 coupons were redeemed at Los Angeles stores, which equates to around 10 percent of original respondents.

According to the company release, “The strategy was to reach the 18-24-year-old demographic group by advertising on text messages being sent to existing mobile content subscribers. The goal was to evaluate the mobile channel, and gauge the interest of the audience in engaging with the brand over a mobile device.”
A similar campaign was advertised online to compare the opt-in and response rates between the mobile and wired Web channels, she said. Jiffy Lube agency Kovel/Fuller declined to disclose the online metrics in the case study first posted on MarketingProfs.com.

The 20-percent-off messaging generated more text-in responses overall. However, the coupon for $7 off resulted in more coupon redemptions. The text message ad copy was appended to user-requested text message content with messages such as “20 percent off Jiffy Lube Oil Change! Reply JIFFY” or “Save $7 on a Jiffy Lube Oil Change! Reply JL.”

Customers who replied to the ad received a text message with a coupon code for redemption, and an invitation to find their nearest Jiffy Lube location by replying via text message with their ZIP code.
Jiffy Lube wanted to find a new way to reach consumers ages 18-24, a demographic likely to ignore the company’s television, newspaper and Yellow Pages ads.

Further building the case for mobile, the company chose to conduct its test in the Los Angeles metro area, where residents—especially Jiffy Lube’s target demographic—spend a lot of time on the road.
Mobile offered a means for connecting with these hard-to-reach individuals even while they were out and about.

The companies learned a few lessons from this campaign including:
• To win over the attention of a hard-to-reach market, first figure out how you can best work your way into their existing day-to-day routines.
• Test multiple mobile offers and messages to determine the optimal approach for attracting your audience and driving conversions.
• Refresh mobile ads regularly to optimize performance.
• Try advertising SMS campaigns via mobile advertising. You may generate a higher response rate because all user activity is performed using the same channel and device

Activate a Multi-Channel Mobile Campaign today.
Contact QWASI: Call 877-747-9274.

October 15, 2009 in Blog   |   No Comments

Working Moms Waiting for Mobile Marketing

MOBILE MOMS
According to Scarbourough Research, Working Moms are among the country’s highest spenders on cellular phone services. They spend on average 21% more than the average wireless user on their monthly bill. The average bill for Working Moms is $94, versus $78.In addition, Working Moms are avid users and frequently download content. They have are 42% more likely to download content to their phone.

Mobile Marketing could be an important platform for reaching her with product announcements, offers and other promotions,” said Howard Goldberg, senior vice president of agency services, Scarborough Research.

Some FACTS about Working Moms:
They also have higher disposable income. The average adult annual HHLD Income is $73,400 while Working Moms is $81,900. Working Moms are in her 30’s and 40’s. They are more likely to be well-educated, having a 4-year college degrees or greater.  They are 13% more likely to be married.

MOBILE COUPONS
When it comes to saving money, they are deal seekers. Two out of three Working Moms use grocery coupons monthly; 28% use them weekly. Working Moms are 46% more likely than the average adult to get coupons from email/text messages. And 49% more likely to get them from the Internet. They are also tech savvy – the opportunity still remains for further integration of digital’s benefits into the
Working Mom’s day: mobile devices, mobile coupons, content for the small screen. The take away there: Find ways to connect with mom’s “me time”: promotions, products, messaging.

The data analysis examined the distinctive consumer patterns and marketing appeal of women who work full‐ time and have one or more children at home, and found insights into their shopping habits, media patterns, demographics and lifestyles.

MOBILE ALERTS
“The Working Mother is the gatekeeper for purchases related to clothing, feeding and making a home for her family. Her high spending on cellular services together with her propensity to download content via her cell phone imply that mobile marketing could be an important platform for reaching her with product announcements, offers and other promotions,” said Howard Goldberg, senior vice president of agency services, Scarborough Research.

Working Moms account for nine percent of the U.S. adult population (21.6 million adults) and 11% of all cellular users – but they also are more likely to utilize certain cellular features such as texting and downloading. Also, Working Moms are 9% more likely than the average adult to have driven 1,000 or more miles during the past month. So they are mobile in more ways than one.

Available for download at Working Moms Research Study

October 2, 2009 in Blog   |   No Comments

First Moment of Truth & Mobile Coupons

Mobile Coupons & the First Moment of Truth (FMOT)

A few years ago, P&G (Procter & Gamble) introduced their findings that brands have “three to seven seconds to win the consumer” in-aisle. First Moment of Truth (FMOT, pronounced EFF-mot) are the 3-7 seconds after a shopper first encounters a product on a store shelf. It is in these precious few seconds, P&G contends, that marketers have the best chance of converting a browser into a buyer by appealing to their senses, values and emotions. Other Consumer Packaged Goods companies proceeded to assign FMOT directors to develop FMOT marketing strategies to win the consumer in this shopping inflection.

While in-store marketing certainly isn’t new to anybody involved with digital merchandising initiatives like touchscreen kiosks and digital retail signs, the advertising world at large traditionally didn’t pay a lot of attention to it, instead choosing to focus on mass-media like TV, print and radio. So over the last few years, marketers have testing new ways to attack FMOT.

Today, everyone is looking at mobile – THE just-in-time retail solution to compliments any FMOT strategy. So how do you make that item you’re marketing make it into your customer’s shopping cart? On average, 80 percent of the consumer’s shopping list is bought. However, the shopping list only account for 40 percent of their final basket. This allows for a fair amount of freestyle shopping and FMOTing.

One influential factor could be a mobile coupon. Traditional paper coupons produce 0.05 percent redemption. But mobile coupons enjoy a 20 to 40 percent higher redemption rate than paper.

Grocery stores including Kroger and Safeway are testing solutions that take mobile offers and link them to store cards. Mobile coupons are selected on the phone and transferred to the physical loyalty card which is swiped at checkout. In recent trials with J.C. Penney in Houston, the company tested 2D codes presented on the phone. These codes were then scanned with specially installed image scanner at checkout. Traditional laser scanner cannot read the screen because of refraction.

All encouraging news for 2-D barcodes, but the sample size is still small. The challenge will be growing the installed base of mobile-powered consumers.

Other reasons to use Mobile Coupons to effect First Moments of Truth:
1. It is cost-effective. Unlike newspaper coupons, you only pay for engagement.

2. Mobile Coupning represents a NEW demographic. The retailer is not cannibalizing the existing paper coupon consumer. Statistics show that 30 percent of mobile coupon users have never clipped a paper coupon.

3. The medium allows for onward engagement. Unlike paper coupons, you have a two-way channel.

—————————-
Implement your mobile coupon strategy with QWASI. QWASI offers SMS Promo Codes, Unique Trackable Coupons, 2-D barcodes and other mobile coupon solutions.

Contact QWASI today at 877-747-9274.

August 17, 2009 in Blog   |   No Comments