iProspect: Study on mobile marketing strategies

The data conveys a foundation for mobile strategies, their execution and optimization through integration of search engine marketing, display deployment and location-based services, according to the release. In collaboration with TNS Global, iProspect studied the mobile and connected device market in Germany, Spain, the Netherlands, Sweden and the UK.

"The mobile market in Europe, Middle East and Africa (EMEA) is huge," said Ian Carrington, director of mobile, Google EMEA. "In the last 12 months, we have reached a stage where advertisers understand that they need to build and integrate their mobile strategy. However, there is still a long way to go. Companies must first align their websites with mobile requirements and create engaging mobile formats. They also need to fully understand the impact of mobile in directing users to web stores, where they can make a purchase decision after comparing products using mobile. The days of debating the value of mobile are well and truly over. Advertisers now know without a doubt that mobile is the next generation of the Internet."

The key messages of the study are:
 

Originally referred to as the "third screen" (after the TV and the PC), mobile devices are quickly becoming the "first screen". In many markets, mobile penetration has reached critical mass. In 2011, there were 835 million smartphone users and 5.6 billion cell phone users.

Companies with a strong mobile presence have decisive Competitive advantages over their non-mobile competitors. 61 percent of customers who visit a website that is not geared to mobile requirements are very likely to go to a competitor's website.

For consumers, the smartphone is their first choice for completing personal tasks during work hours - which means that brands have a higher mobile "airtime have than originally thought. 64 percent of respondents feel that they are "constantly connected to the Internet.

Compared to PCs, mobile has the best performance for all advertising formats. Higher involvement and conversion rates on. Around four out of ten consumers who clicked on a normal link bought at least one product or service via their smartphone as a result of this click in the past twelve months.

The Tablet market is characterized by a growing and highly engaged target group. Tablet PC owners expect to spend 33 to 52 percent more time with their tablet PCs. Ten to 21 percent of non-owners expect to spend time on tablet use in the coming year, indicating an intention to buy.

The study is designed to help digital marketers understand how consumers use mobile and how to make smart mobile decisions. "Our clients' need to be very close to what consumers are doing - no matter the time or place - was the starting point for the EBook and the market-specific research that underpins it," said Misty Locke, Global Chief Marketing & Performance Officer at iProspect. "With mobile penetration in Western Europe at over 50 percent, we wanted to provide concrete local insights that, paired with practical applications for each brand, ensure a solid mobile strategy to create stronger engagement with their mobile consumers."

This study was conducted in collaboration with TNS Nipo and represents an analysis of existing research findings and primary statistical surveys. The Digital Life (based on interviews with more than 72'000 people in 60 countries) and Mobile Life (based on 34'000 surveys of mobile users in over 43 countries) studies formed the basis for further analyses. iProspect conducted online surveys of more than 2,600 people in Germany, the Netherlands, Spain, Sweden and the UK. All respondents were smartphone users who use the mobile Internet and are between 16 and 60 years old. The study can be downloaded from the PDF format downloaded be