Mobile Phones Are Essential For Reaching College Market
Aug 7, 2010
Plan to go mall shopping without using your mobile phone as your personal assistant? Well, you might be in the minority soon, according to several studies.
According to a recent study by the Princeton Survey Research Associates for the Pew Research Center’s Internet & American Life Project, a staggering 95% of 18- to 29-year-olds who own cell phones send or receive text messages. The survey also points out that 52% send emails and 20% said they have purchased items through their phones.
And, to nobody’s surprise, the survey also found that adults aged 30 to 49 are among the fastest-growing group using mobile-data applications. In fact, 60% of adults said they use their phones to access the Internet, a 12% increase from a 2009 survey. About 11% said they had used their phone to make a purchase. Some 10% use their phones to access their Twitter or Facebook accounts.
In a recent Deloitte survey, 33% of respondents said they would use their phones or social media to help them make decisions about back-to-school purchases, up from only 6% from a year ago. Nearly 65% this year said they research promotions on their phones while another 42% said they would browse for products.
“Mobile devices have become a key part of the planning process of the shopping trip,” said Alison Paul, Deloitte’s retail sector leader.
If you are not utilizing mobile phone marketing, you will begin to fall behind your competition, says Robert Piller, President of Geek Tech Branding, a leading provider of digital promotions , such as music, ringtone and PDA skin promotions for consumers. He continues that “as consumers become more open to new avenues of communications, PDA’s and mobile phones are becoming a popular and convenient way to reach on-the-go consumer.
Opt-in mobile coupons and text messages about promotions and specials are one of the fastest growing advertising and marketing channels. According to a recent article in MarketWatch, large retailers, such as J.C. Penney, is putting interactive ads on iPhone apps, where consumers can view various clothing outfit options before buying. It also mentions that Target is sending scannable coupons and Kohl’s, Best Buy, Kmart and others are sending text messages and text alerts for special sales and deals.
If you are a retailer, how do you plan to use the mobile phone to increase your marketing efforts?