Via WARC / Comscore NEW YORK: Increasing numbers of US consumers are using smartphones to research and buy products, a report has shown.

According to comScore, the research firm, 38% of smartphone owners – an audience currently standing at 90m people – have purchased goods and services through their handset on at least one occasion.

During September 2011, some 47% of individuals who acquired products via this route bought digital items like music, ebooks, ringtones, films and television programming content, the company found.

A further 37% bought clothing or accessories directly from a retailer, with tickets to events including movies, plays and sporting fixtures following on 35%.

In a demonstration of the integration between emerging digital platforms, 34% of the mcommerce population completed transactions on daily deals websites such as Groupon and LivingSocial.

This matched the total generated by gift certificates, while 32% of the mobile customer base opted for electronics like TV sets and computers.

Ordering food for delivery or pick-up, for example a takeaway pizza, scored 31%, hotel reservations yielded 29%, physical books registered 26%, and car rentals logged 24%, as did airline tickets.

Elsewhere, 13% of shoppers buying from a phone made purchases linked to the automotive category, suggesting this channel holds opportunities for a wide range of sectors.

“In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store,” Mark Donovan, comScore’s senior vice president, mobile, added.

Looking at the location of consumers as they bought offerings through their smartphone, 56% did so at home, and 42% engaged in this pastime at work.

Another 37% did so when travelling, and 36% actually utilised mcommerce tools in bricks and mortar stores.

Other outdoor sites, such as parks, schools and restaurants, posted a combined 42%, comScore’s analysis revealed.

Data sourced from comScore; additional content by Warc staff, 7 December 2011

Take a look at our ShortQR code below and notice you can reach our site by texting or scanning the code. You’ll also notice that your phone will redirect to a mobile version of our website www.apollobravo.com .  Feel free to contact us for more information on how we can quickly integrate QR codes, short codes and mobile optimization into your next campaign.

Read more on the QR code revolution from warc.com

NEW YORK: Companies like Home Depot, Starbucks and Macy’s are using QR codes to engage shoppers.

Home Depot, the DIY chain, first used these tools in advertising and bricks and mortar stores earlier this year, a move it expects to gain popularity across the industry.

QR codes are images that can be scanned by smartphones to find out information about goods and services.

The Home Depot material made available to people “snapping” a relevant symbol included “how-to” guides and suggestions discussing different aspects of home improvement.

“This is where other large retailers are heading,” Tom Sweeney, Home Depot’s senior director for online strategy, told the Los Angeles Times.

“We wanted to make sure we were in line with the retail world. It’s definitely coming into its own and becoming a more prevalent way for retailers to connect broadly and engage with customers.”

Colin Gibbs, an analyst at GigaOm Pro, the research firm, equally believes enthusiasm for such tactics was noticeably growing among brands.

“Advertisers are regarding them as the hottest new tool of mobile advertising,” he said.

“They love QRs because they’re cheap and easy to deploy, and you can put them anywhere from print ads to the back of stadium seats.”

Last month, Starbucks rolled out a “scavenger hunt” linked to a tie-up with singer Lady Gaga, and involving solving puzzles on the web.

Access to this game was secured by activating QR codes in the company’s stores, thus integrating the digital and physical spaces.

Running over several stages from May 23 to June 3, this initiative sought to encourage social interaction between participants.

“We wanted to make it so that there’s things to talk about and share,” said Matthew Guiste, Starbucks’ director of global social media.

Department store chain Macy’s unveiled a similar programme, “Backstage Pass”, in February, offering 30-second films containing fashion hints and tips.

Users could also watch longer-form content starring founders and representatives of various brands, like Martha Stewart and Tommy Hilfiger, as well as influential bloggers.

In order to educate customers, large signs were displayed in stores presenting guidance about how QR codes worked.

Martine Reardon, Macy’s executive vice president, marketing, asserted this approach yields a variety of potential benefits.

“[This] is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” she said.

“By providing fun and informative video features … we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”

Research firm Forrester revealed last year that just 1% of all mobile subscribers – and 5% of the smartphone audience – had interacted with QR codes.

However, it reported 25% of people with a handset powered by Google Android, and 7% of their iPhone counterparts, interacted in this way during the three months prior to the study.

Alongside driving awareness, concerns related to privacy, a worry covering many elements of the digital sector, also need to be addressed.

“Theoretically, over time companies can build up their database and amass a collection of information that leads to a profile of who I am and what I buy,” said Julie Ask, an analyst at Forrester.

Data sourced from Los Angeles Times/Mashable; additional content by Warc staff, 13 June 2011

From Warc

MOUNTAIN VIEW: Smartphone use is increasingly influencing US consumers’ media use and shopping habits, a study has indicated.

Digital giant Google and research firm Ipsos OTX MediaCT questioned 5,013 adultswho accessed the web via these devices, and found that 93% of the sample used the gadgets at home.

Moreover, 87% did so “on the go”, a figure attaining 77% in stores, 73% in restaurants and 72% at work.

A majority (59%) logged on to the mobile web while waiting in line, 48% did so as they ate, 44% during shopping trips and 43% while travelling.

The week before the survey was taken, 81% of contributors said they had browsed the mobile internet, 77% used search engines, 68% used apps and 48% played back video.

More broadly, 72% of respondents had engaged in simultaneous media use involving smartphones and other mainstream channels at some point.

This included 33% watching television at the same time as using the wireless web, 29% who went online through a PC, 27% for gaming and 22% for reading print media.

“Mobile search is often prompted by cross media exposure,” said Selina Rennie of Google’s Agency Team.

“Over two-thirds of smartphone owners have carried out a search on their smartphone as a result of traditional media.”

When discussing specific activities, 82% of smartphone subscribers employed email services on their phone and 63% visited social networks.

Similarly, 82% researched and read news, 75% exploited navigation tools, 65% enjoyed entertainment content, and 45% managed their finances, social life or travel arrangements.

An extra 46% of participants used ecommerce sites, 43% viewed video-sharing portals, 38% visited general consumer websites and 26% official brand platforms.

Turning to shopping, 79% of the smartphone audience used their handsets for commercial purposes. Some 78% had located retailers, compared prices or searched store inventories, and 69% sought out product information, such as by scanning a barcode, watching online video or reading reviews.

Another 52% contacted a retailer, 40% had sourced coupons, and 28% redeemed virtual discount vouchers.

Within the 74% of individuals claiming to have previously made purchases because of using a smartphone, 76% bought goods at a bricks and mortar outlet and 59% did so from a PC.

Additionally, 35% snapped up a product straight from their phone, 27% looked to mobile websites and 22% turned to apps for the same reason.

Where people bought goods through a smartphone, the average annual expenditure hit $300, with 48% of relevant consumers buying entertainment items, as electronics and apparel both secured 45%.

Conducting research on a smartphone and then buying in-store remains the most common path to purchase, with 67%, but 9% of respondents had taken the opposite route.

Elsewhere, 23% undertook investigations on a wireless device and then a bricks and mortar store before completing transactions on the web.

A further 16% researched and purchased on a phone, with a trip to a store sandwiched in the middle.

Having been asked to describe mobile advertising formats they could recall, 45% of those polled referenced banners and graphical ads, and 43% mentioned executions on a website they had viewed.

A 35% share remembered ads embedded in apps, standing at 34% for paid-search listings, 28% for SMS and 21% for video and location-based alternatives.

“In terms of advertising, smartphone users are not only noticing mobile ads, they are receptive to them: 82% notice ads on their smartphones, half of which take action,” said Rennie.

Data sourced from Google; additional content by Warc staff, 10 June 2011

Contact us for more information on how to reach consumers with smart phones in retail.

Ubiquitous smartphone uptake provides great opportunity for retailers utilizing mobile coupons.

1 in 3 Smartphone Shoppers Accesses In-store Coupons

Almost one in three (31%) US smartphone owners who use their device for shopping frequently/often access promotional coupons in-store for in-store redemption,according to a March 2011 study from the etailing group and Coffee Table. Data from the report indicates this is the most common in-store usage of smartphones, beating other popular activities such as looking for competitive pricing on Amazon.com (29%) and at other retailers besides Amazon.com (26%). Twenty-six percent also check product ratings and reviews.

9 in 10 Marketers Use/Plan to Use Social Media

A combined 89% of marketers use (53%) or plan to use (36%) social media marketing, according to a study conducted by Unica. Data from the report indicates of those planning to use social media, 26% plan to use it in the next 12 months and 10% plan to use it more than 12 months out. Rich media marketing, with 87% combined usage/planned usage, and mobile marketing, with 85% combined usage/planned usage, have similar statistics to social media marketing. The numbers on rich media marketing in particular (50% current usage, 23% expected usage in 12 months, 14% expected usage in more than 12 months) are almost identical. For mobile marketing, however, the numbers skew more toward planned usage, with a 43% current usage rate. Twenty-five percent of marketers expect to employ mobile in the next 12 months, and 16% plan to use it in more than 12 months. Via Marketing VOX

Reach out to ApolloBravo for more information on linking mobile and social campaigns.

NEW YORK via Warc.com: Smartphones are playing an increasingly important role in shaping the purchase decisions of US shoppers, a study by Google and Ipsos OTX has found.

The two firms surveyed 5,013 smartphone owners, and reported that 81% regularly surf the net via this route, while 77% access search engines, 68% leverage apps and 48% stream video.

Simultaneous media use was also widespread, as 72% of those polled were active on their touchphone when consuming other channels, including 33% doing so at the same time as watching TV.

More broadly, 93% of participants used gadgets like the iPhone and alternatives powered by Google Android at home, suggesting they have grown beyond solely being deployed on-the-move.

Search engines proved the most-visited category of website, as 77% of interviewees logged on to these platforms through their phone, beating social networks, ecommerce portals and video-sharing services.

Overall, 90% of mobile enquiries entered on properties such as Google and Bing resulted in some form of concrete outcome, be it buying something, travelling to a store or calling a company.

Indeed, 24% of contributors recommended brands and products after inputting a search enquiry in this way.

Elsewhere, 71% of respondents had searched the mobile web in response to advertising, with traditional media ads registering 68% here, measured against mobile’s 27% and online’s 18%.

Another 82% could recall viewing ads on a wireless handset, and half of this group engaged in a positive reaction, incorporating 49% making a purchase and 35% going to a website. Mobiles are also exerting a growing influence as a “shopping tool”, with 79% of people possessing smartphones having used them to compare prices, find product specifications or locate retailers.

Exactly 74% have previously bought goods and services as a consequence of using smartphones for parallel purposes, whether it be in stores, online or from mcommerce platforms.Similarly, 70% had employed their phones for these reasons when in bricks and mortar shops.

Local information was revealed to be especially popular, as 95% of the audience looked for such content on a handset, and 88% took action within a day of tracking down relevant material. A 77% share contacted a company, with 61% calling on the phone and 59% attending a physical outlet.

“Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information,” the study said.

“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.”

Further recommendations included developing a meaningful cross-channel strategy, and taking advantage of mobile advertising which taps in to concurrent media usage.

Data sourced from Google; additional content by Warc staff, 28 April 2011

Contact ApolloBravo for more information on reaching mobile shoppers.

Back-to-school shopping deals are just a text message away this year as retailers wade into the brave new world of mobile commerce.

JCPenney sent customers texts with the latest fall clothing styles and discounts, and even print ads encourage users to send a text for special sales alerts. Sears and Kmart promoted a mobile app that allows shoppers to order merchandise and have it shipped to a nearby store, while American Eagle gave away free smartphones to anyone who tried on jeans. But many retailers are still waiting to see whether mobile shopping will pay off after the novelty wears off.

About 29 percent of consumers said they planned to use their phones to power through their back-to-school shopping lists, according to a survey this summer by consulting firm Deloitte. About 38 percent of those shoppers said they intended to check prices, while 30 percent were looking for discounts and coupons. Alison Paul, Deloitte’s U.S. retail leader, called mobile technology a “wide open area of experimentation.”

“This back-to-school season will inform retailers and consumers as to who is doing that well and who is doing that consistently,” she said.

Industry experts and techno-evangelists have long predicted a day when people no longer make the long trek to the mall or even tether themselves to their desks to shop. Now, as more Americans are snapping up smartphones that can access the Internet and boast large-screen displays that make it easy to browse for clothes or microwaves, the future may not be far off.

The number of cellphone subscribers who have smartphones has grown to 25 percent this year from 16 percent in 2009, a study by market research firm Nielsen shows. That could help fuel the growth of what was a $1.2 billion mobile shopping market last year in the United States , according to ABI Research, a consulting firm.

Richard Mader, the executive director of the technology standards group for the National Retail Federation, a trade association, said stores are experimenting with mobile shopping in several ways.

The first step, he said, is usually through marketing and advertising, similar to many of the back-to-school campaigns. Kmart Chief Marketing Officer Mark Snyder said the chain’s mobile app, called Kmart2Go, is targeted toward busy moms. The company launched it just before the holidays and has been trying to teach shoppers how to use it.

“It takes a while for her to understand the power of these things and how they can serve her,” Snyder said.

In fact, retailers say their top two mobile retailing goals are to drive sales to their Web sites and offer price and product information — not to complete the sale on the phone, according to a study by NRF and Forrester Research. Retailers also reported in the study that mobile browsers generate an average of 3 percent of traffic to their Web sites and account for 2 percent of online sales.

Read more from the Washington Post http://wapo.st/aZHFEw

Contact ApolloBravo for more information about Mobile Coupons and Promotion. www.apollobravo.com

Some 19% of Americans will use their mobile devices for shopping this holiday season, according to a Deloitte survey. The number is twice as high for young consumers: 39% of those 18 to 29 say they’ll use their phones to find store locations, obtain coupons and sales information and research products and prices. One-quarter of all who plan to use their phones to shop say they will make purchases on the devices. Read More.

More shoppers use smartphones to study, find, buy – USATODAY.com.

With the advent of digital signage in is also easy to opt people into your club just by texting, in store, no plastic, no paper, no mailings. Need more convincing read this article for Mobile Marketing Profits.

“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits

In today’s market, consumers are thinking twice before they buy almost anything.  “How much do I need it?” “Do I need it all, or do I just want it?” “It is on sale?” Questions people ask when they’re uncertain about their own economic futures.

This “Is it on sale?” thinking presents an ideal opportunity for mobile marketing to worried consumers.  For example, if a consumer has a genuine need and desire for a purchase more complex or higher value than an impulse buy – anything from an upgraded mobile phone to a new car – they may repeatedly pass up that item at full price, or even with some discounting.  Stretching their spending dollars by waiting for a better deal is a safer move in a tight economy.

But what if that same consumer were to receive a coupon on their mobile phone while they were out shopping? Not a printed coupon sitting at home with the unopened mail, or an email coupon waiting in a distant inbox to be printed out and stuck in a purse or a pocket.  Rather, a targeted offer made to the right consumer at the right time, in the right place.

This sort of precision targeting has been the promise of mobile marketing for many years, but few companies have yet to fully leverage such a strategy today.  Confusing opt-in/op-out rules for commercial SMS messages, platform compatibility issues with sending MMS coupons to different families of smartphones, divergent carrier support for standards and commercial traffic – all of these factors and more have served to discourage corporate involvement in robust mobile couponing.

Yet there are best practices and design solutions which can work with all of these impediments to transform them into success factors.  An inbound mobile marketing campaign driven by point-of-sale signage and advertising placements combines the consumer opt-in process with the marketing contact.  Use of well crafted standard SMS messages (text-only) sidesteps MMS and barcode compatibility issues to reach all SMS-capable phones.  Even minimal integration between the messaging gateway provider and your own retail management systems can provide end-to-end accountability and realtime program ROI.

You as a mobile marketer need to keep the following things in mind when pursuing this kind of program:

1. How will the consumer become aware of your campaign?
2. How will you obtain their permission to interact?
3. How will the offer be redeemed at the point of sale?

By offering consumers mobile coupons, businesses can create stronger customer relationships while giving consumers what they want, resulting in increased satisfaction, and increased profitability.

“Is it on sale?” The mobile opportunity – people are buying now from Mobile Marketing Profits

Want to learn more about Mobile Coupons Contact ApolloBravo and ask about our Loyalty Link Program with integrated digital signage.