Digital Marketing Study On Smartphone Usage

One question often asked by digital marketing research analysts is whether mobile marketing will ever become as popular as TV or radio advertising. Will smartphones ever be able to attract massive audiences, which would create interest among big brands, and draw in more money? Well, it depends.

According to the representative of a leading wireless company, there currently exists a scale, which depends on the digital marketing brand, and the type of content that is being delivered by companies. One good example is Major League Baseball (MLB). According to digital marketing estimates, this professional baseball league gets more than half of its digital marketing traffic from mobile applications and mobile websites.

Marketing managers also wonder if budget increases for mobile marketing will be offset by cuts in television or radio spends. Or else, will mobile marketing budgets be culled out from other sources, like digital marketing budgets. Well, most broadcasters believe that it will come from the latter. In fact, digital marketing analysts are expecting a big shift as consumers begin getting more comfortable using their smartphones to surf the Internet. It is expected that this would make people less likely to use personal computers to access the Internet.

The Pew Research Centre’s Internet and American Life Project conducted a digital marketing study on smartphone usage in July 2011. According to the smartphone users polled, about 87 percent said that they access the Internet through their mobile devices, with 68 percent saying that they use their phone to go online once a day, and 25 percent saying that they went online mostly by using a smartphone.

This survey also showed that 35 percent of all adults owned a mobile phone, out of which 42 percent owned a smartphone. Of the mobile phone owners, around 30 percent have used the Internet over a smartphone, 23 percent use a smartphone everyday, and 8 percent surf the Internet, mainly through a smartphone. This digital marketing survey polled more than 2,200 Internet users over the age of 18, of which around 750 were interviewed over their mobile phone.

In addition, some mobile marketing initiatives, such as the development of branded apps, may have other sources of funding. One such funding source is product development. According to digital marketing specialists, if clients are building apps as an extension of their product or to support their brand, the budget should fall under product development rather than advertising.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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