Zeno recent blog about the new Vine app discussed the growth of social
activity via smartphone and the impact it could have on marketing
techniques. As a result, it got us thinking about consumer behavior and
attitudes towards smartphones, applications and the general usage of
smartphones and what we can expect in the future , as video apps grow in
popularity.
Source: zeno-marketing.co.uk
When Do We Use Our Smartphones?
Although the facts show smartphone users are typically online most days, a closer look show that many use them to entertain during their early morning commute to work with a further peak later in the evening while relaxing at home.
My Phone Is More Important To Me For Accessing The Internet Than Any Other Device
The growing importance of smartphones is becoming ever apparent as the change in usage for those aged between 16-44 years confirms. They were asked in 2011 and 2012 how important it is for them to access the internet through their smartphone and there was a 7% increase in those that strongly agreed that their phone is more important for accessing the internet than any other device' with a 9% decrease in those than strongly disagreed. This can only be the result of smartphones becoming further ingrained in their lifestyle over the year. We also seem to becoming a multi-tasking nation, as statistics from 2012 show that consumers will be using another device while they are watching TV. And it's not just while watching TV, as 86% of consumers admit to using their smartphones while engaging with all sorts of media devices.
What Is It About Smartphones That We Love So Much?
Perhaps surprisingly, it's not the traditional communication usage like actually talking on the phone. Calls from landlines declined by 10% in 2011 and even mobile calls declined by just over 1%. Voice to voice or even face-to-face conversations are becoming less common, and since 2006 decreased a significant 20 percentage points. Smartphone apps offer a more interesting way of socializing with each other. So, if we're not making phone calls, what are we doing? Market research from September 2012 shows that smartphones are being used for a variety of communication methods. From text messages to emails to social media, smartphones are an easy way to manage our lifestyles, without having to carry a massive computer in our pockets.
Smartphone Users Accessing Shopping
Sites 94% of smartphones internet user have looked for local information. Marketers are becoming more attuned to our 'always-online' lifestyle, with mobile ads more noticed by smartphone users. Advertisers can target users' lifestyle with a high dependency on smartphones. 87% of mobile ads are noticed by smartphone users Along with a change in communication, smartphone users are adapting their lifestyle to their smartphones. An increase in users accessing shopping websites via their smartphones has resulted in the user becoming far savvier with their purchases. It affects users' shopping habits with increased online bargain hunting, also know as ROBO (research offline, by online). Also, the introduction of smart TVs feeds smartphone consumers' needs and lifestyles, with the option to 'Turf' - simultaneously watching TV and surfing the web. 5% of UK households now own a smart TV.
Smartphones Are Taking Over. So, What's Next?
Even in 2011 500 tweets every minute contained YouTube links, which explains why Twitter was so quick to coordinate the Vine app with it. With Twitter now making video Tweets more accessible using Vine, the social experience just became a lot more visually interactive. For social connection, navigation and information, smartphone apps are already demolishing Internet browsers. As the Vine app takes shape it can boost the preferences in all categories. Vine could become an inspiration in terms of what can be created to manage the consumer's lifestyle further. Smartphone application are available within 4 smartphone brands, Android, Apple, Blackberry and recent entry to the market, Windows. Apple have the most apps, with Android not far behind. In terms of app downloads Apple still reigns, with other platforms struggling to compete. AS Apple created one of the first platforms to introduce smartphone applications, they are typically one step ahead of the newest and most interesting apps for their consumers. However, Android is becoming a more widely recognized platform, with the greatest market share of mobile operating systems in use in 2012. As the consumer become more technically aware, their priorities change. The continuing evolution of essential apps will significantly alter consumer behavior and attitudes towards gadgets, socializing, shopping and general lifestyle management.
