According to a survey from Frank N. Magid Associates, close to six out of every ten U.S. consumers (58%) are using smartphones and on-third (33%) are using tablets. With smart phone usage expected to rise from 99 million to 151 million users and tablet growth expected to more than double, more and more marketers are leveraging mobile communication as a major part of their marketing plans. So, how are marketers effectively reaching consumers on their mobile devices? Better yet – What prompts consumer action via a mobile device?
An article written by emarketer.com posted the results of a survey performed by Millward Brown and Dynamic Logic. The survey examined how certain marketing methods such as TV ads, radio, etc prompted tech-savvy consumers to pick up those mobile devices and interact with products and brands. The results were as follows:
The data shows that Recommendations were the number one reason consumers chose to whip out those mobile devices, but I’m looking closer at reasons two and four – TV ads and Brand In-store Offline. Why those two? Because I’m curious to know what happens when those two categories are combined. Basically what I’m saying is I want to know the percentage of consumers who are prompted to use their mobile devices by in-store digital signage ads.
Now consider this – What if 10 out of 10 consumers had the opportunity to use a mobile device when prompted? Say a financial institution displays an auto loan ad on their digital signage screen then prompts their audience to use the tablet-based kiosk for more information regarding the terms and conditions. Or, instead of a financial institution, a local hotel tells their guests (via a digital screen) to print a half off any appetizer coupon from their cafe, at the tablet-based kiosk located by the concierge.
The point is that tablets and other mobile devices are, and will continue to be, important marketing tools both in and outside the retail space. Even more so that they provide the retail environment a way to integrate themselves with the fast-growing popularity of online interaction.