Consumer Smartphone Use to Drive Additional Online Marketing

As smartphone functionality continues to rapidly expand, consumers are making the devices a key part of their daily lives. A new survey shows that more consumers say “their smartphone is their life.” The popularity of many smartphone features is good news for some marketers, not so good news for others. And consumers also indicate they have a few concerns about this technology.

New research from Prosper Mobile Insights indicates that 52.9% of smartphone users engage with all of the functions on their devices. This includes:

  • Texting 21.6%
  • Internet access 16.7%
  • Email 15.7%
  • Calling features 7.8%
  • GPS 6.9%
  • Facebook 5.9%

Another 30.4% use their smartphones for basic functions and a few favorite applications like weather and GPS information. And 16.7% are still treating their smartphones like basic mobile phones and limit themselves to calling, texting and emailing.

The shift in use of smartphones means the market for single function digital devices, like the GPS, might be threatened. But retailers in general  are delighted about consumer willingness to start the shopping process on their mobile devices. Over half of consumers in this survey find mobile Internet access preferable to using a standard PC. And their shopping behavior means more revenue for retailers as these consumers are mobile when they:

  • Browse/​look for a product/​service
  • Locate a store/​hours
  • Read reviews
  • Read text message with offers
  • Make purchases
  • Scan QR code
  • Write reviews

So what’s the downside? Consumers are still leery about the power of mobile networks and they fear:

  • Location being tracked: 35.3%
  • Having personal information accessed: 31.4%
  • Having financial data accessed: 21.6%
  • Having online behavior tracked: 11.8%

As consumers transition from fixed location PCs to accessing and interacting with mobile information, marketers have an opportunity to build their mobile presence and increase loyalty and revenue streams.

[Source: Smartphone Survey Reveals Over Half Say Their Smartphone is their Life. Prosper Mobile Insights. 26 May 2011. Web. 3 Jun. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.