欧美智能手机市场营销方案(锐普PPT论坛zuobq).ppt
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欧美智能手机市场营销方案(锐普PPT论坛zuobq).ppt
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SMARTPHNESMARTMARKETING18283224TABLEOFCONTENTSOverviewSmartphoneLivingSmartphoneMarketingSmartphoneFuturesConclusionsOVERVIEWInanincreasinglymobileworld,theSmartphonehasbecomealifestyle-changingdevice.TheSmartphoneisthefirstdevicetoprovideinstantaccesstotheinternetandonlineinformationresourceswhereverconsumersgo.Time-starvedconsumerssaythatSmartphonesimprovetheirqualityoflifebyallowingthemtomultitaskon-the-move.Formarketers,thiscreatesanewopportunitytomaintaincontactwithconsumersthroughoutthedayandinfluencepurchasedecisionsinwaysneverbeforepossible.UniversalMcCannandAOLpartneredwithQuestus,aleadinginteractivemarketingandresearchfirm,toconductanextensivemulti-phaseresearchprojectexamininghowSmartphonesareinfluencingAmericanlifestylesandmediaconsumption.Thisresearchreportanalyzestheintersectionbetweenconsumermediausage,lifestyleandpurchasepreferences.SMARTPHONELIVING563MM19MMTHESTUDY:
LIVINGMARKETINGFUTURES270MMUSmobilesubscribersaccessmobilewebaccessmobilewebonweeklybasisWHOMDIDWESPEAKWITH?
Approximately1800participantswereselectedforthisstudybasedupontheirfrequentuseofSmartphonedevices,withnearlyallparticipantsindicatingtheyaccessthemobilewebatleastseveraltimesperweek.Thestudyalsoincludedasampleof“leadusers,”whowereaskedtokeepdailyusagediaries.isnot,126hype.1OFEVERY7MINUTESOFMEDIACONSUMPTIONTODAYISTHROUGHAMOBILEDEVICE14%MobileItsasocialtransformation.ITSMORETHANMOBILETheSmartphoneisconsideredagreatconvenienceformanyAmericans,enablingthemtoaccessinternetcontent,applicationsandservicesanywhereandanytimeandtohaveaconstantlinkwiththeirsocialcircles.Itsmorethanamediumoftransmission;itsthepreeminenttoolforbothsocialcommunicationanddailylifemanagement.OFSMARTPHONEUSERSREPORTSATISFACTIONUSINGTHEINTERNETONTHEIRMOBILEDEVICES7TheSmartphoneisthebiggesttechnologyshiftsincebroadband,representingatrulylifestyle-changinginnovation.ConsumersenjoytheirSmartphonesandhowtheyimprovetheirqualityoflife.8MOBILEISPERCEIVEDASCUTTING-EDGEMEDIA&ASSOCIATEDWITHBEINGACTIVE,TIMELY&CURRENTCuttingEdgeInnovativeMobileBoringNewspaperOld-fashionedCoolActiveComputerBrowserTimelyTrustworthyCredibleCurrentImportantExcitingformeVitalFunPowerfulInformativeRelevantRadioInfluentialMagazinePassiveTVEntertainingRelaxingHOWTHEYFEELWhenstudyrespondentswereaskedtoassociatecertainattributeswithvariouschannels,mobilewashighlydistinctivewithavirtualmonopolyofleadingedgemediaconcepts.965%USERSARECONSTANTLYCHECKINGINWITHMOBILEMEDIA.WHENWILLTHEYINTERACTWITHYOURBRAND?
95%Otherdowntime82%Atwork81%Whileshopping80%AthomeCommutingtoworkCONSTANTCONTACTSmartphoneshaveenabledAmericanstoconsumemediathroughouttheirdailyroutines,with82%usingmobiledevicesatworkand81%usingmobiledeviceswhileshopping.Themobilewebhasalsobecomearitualwithcommuters,whousethemobilewebaspartoftheirworkdaycommute.Thiscreatesanunprecedentedopportunityformarketerstotransitionwithconsumersastheymovefromactivitytoactivitythroughouttheday.onsecti&ingtwialc/tivieowalati5sw3sIConsumersrelyasatheirmobiledevicesgetfromoneplacetowiththeirwellasatofamilyandshoppingBRIEFHITSOFCONNECTION&UTILITYARECURRENTLYTHEMOSTPOPULARFORMSOFCONSUMPTIONMapsDir55%73%RestaurantsSo/MNNeLisonorkngsNeRes&vieInfo5%44%4%Buinessnfo33%TravelInfo%usemobiletoaccesscorrespondingmediaSmartphonesserveonconsumerscompasstoshareexperiencesanother,asfriends,guiderestaurants,colleagues.purchases,newsandentertainment.Atthesametime,theyprovideanimportantsocialoutlet.OverthreeoutofeveryfourSmartphoneusersaresharingphotos,articlesandvideosacrosstheirsocialnetworks.10%send%send%MOBILEOFFERSANOTHEROUTLETTOCONNECT&SHARE74usemobilesocialnetworkingsitesandapps50%prefersendingtextmessagestocalling85photostakenontheirSmartphones(Average:
16/mo.)71articlesandvideostoothers(Average:
13/mo.)11Consumersrelyheavilyontheirmobiledevicestoshareexperienceswiththeirfriends,familyandcolleagues.ThemajorityofallsurveyedSmartphoneuserssharephotos,articlesandvideoswiththeirsocialcontactsusingtheirmobiledevices.Smartphonesalsoenableconsumerstostayoffthephone,withhalfofalluserspreferringtextmessagestotelephoneconversations.SHARINGCONTENTISKEYTOTHEATTRACTION.whenthekidscomeIsharedcontentwithmyfriendoverlunch,aswewerecheckingthemarket.home,myhusbandwilllaughatusbecausewellbehuddledtogetheronthecouch,eachwithhisorherrespectiveiPhone,sharingapps,YouTubes,music,etc.Itbridgesasocialgap.Iviewdruginformationonmymobileinthemorninganddiscussitwithmypartnerandclinicalprofessoratnursingschool.1212%beendrivenfollowbrandsfrommediameshMOBILEISNOTASTANDALONEMEDIASOURCE.77useTVandmobileconcurrently56%havebeendriventomobileviaothermedia“MEDIAMESHING”ISAPOWERFULCOMPONENTOFTHEEXPERIENCE55%acrossmultiplemedia42%havemobiletoothermedia37%complimentarywithcontent13BOUNDARYLESSMEDIASmartphonesworkpowerfullywithothermedia.Forexample,mobiledrivesconsumerstoothermedia,whichalsodriveconsumersbacktomobilegeneratingacircuitofjuxtaposedmediation.Thiseffectisenhancedwhenuserssimultaneouslyconsumemultiplemediainordertooptimizeproductivityorenrichthecontentexperience.14MEDIAMESHINGFILLSTHETIMEWAITINGFORSLOW-LOADINGCONTENTWHILEFULFILLINGINSATIABLEUSERHUNGERFORCONTENTIcantgetenoughsportsinformation.Yesterday,Iwaslookingatonmyphone,readingthesportssectionandwatchingprofootballonTVatthesametime.Ihaveaslowconnectiononthephone,soIwatchTVwhilepagesdownload.Iwillflipthroughamagazinewhilesurfingonmyphone,usingittopassthetimewhilethepagesload.12Consumersrelyontheirmobiledevicestoshareexperienceswiththeirfriends,familyandcolleagues.OverthreeoutofeveryfourSmartphoneusersaresharingphotos,articlesandvideosacrosstheirsocialnetworks.iPHONEUSERSHAVEHEAVIERCONSUMPTIONHABITSMobileSocialNetworking55%iPhone37%Others%useonceormoreperdayM-Commerce36%iPhone19%Others%havemadeapurchaseviamobileConcurrentTVUsage50%iPhone34%Others%useonceormoreperday15WHOSUSINGTHEMOBILEWEB?
Mobiletrendsareledbytwogroups:
youngerusersandiPhoneowners.HighusageamongiPhoneownersmaybeduetothefactthattheseconsumersareoftenearlyadoptersandthattheiPhoneinterfaceisamongthemostsophisticatedintermsofofferingarichandrewardinguserexperience.AGEYOUNGERDEMOHASHEAVIERCONSUMPTIONHABITSMobileSocialNetworkingM-CommerceConcurrentTVUsage13-1718-2425-3435-4445-6429%14%45%58%67%26%30%24%21%15%28%20%55%46%42%useonceormoreperday%havemadeapurchaseviamobile%useonceormoreperdayNotsurprisingly,usersaged13to24thoseraisedonthewebandmobilecommunicationsareamongthosewiththeheaviestconsumptionhabits,usingtheirSmartphonesforsocialinteractionandofteninfrontofthetelevision.16SMARTPHONEMARKETINGBRANDSHAVEACOMPELLINGOPPORTUNITYTOENGAGEWITHUSERSINTHEMOBILEARENA27%Usingmobileweb&apps6%Listeningtoradio33%Usingweboncomputer%completelyfocused13%Watchingtelevision17%Readingamagazine19%Readingthenewspaper19GETTINGTHEIRATTENTIONWhilethebroadermediaenvironmentistypicallyfullofnoiseanddistraction,consumersreportbeingsurprisinglyfocusedwhenusingthemobileinternet.Thisfindingissignificanttomarketersseekingtocompetewithexternaldistractionsandengageconsumersinameaningfulway.20IfeelgratefulwhenImusingthemobileweb.Ratherthanwastingtime,Icantakecareofmyfamily.ItsprettyamazinghowfocusedIamwhenIusemyiPhone.ThescreenistinybutIcancompletelyignoretheworldaroundmewhenImusingmyfavoriteapps.ThewordIusetodescribemystateofmindwhenusingthemobilewebisCURIOUS.USERSAREINAPRIMEDEMOTIONALSTATE.SIMPLYUSINGTHEIRDEVICECREATESFEELINGSOFAPPRECIATION&CURIOSITY.Consumersrelyontheirmobiledevicestoshareexperienceswiththeirfriends,familyandcolleagues.OverthreeoutofeveryfourSmartphoneusersaresharingphotos,articlesandvideosacrosstheirsocialnetworks.MORETHANATHIRD(38%)OFCONSUMERSHAVETAKENACTIONFROMAMOBILEADOfthosewhohavetakenaction.53%Clickonthead35%Opt-inforemailwithmoreinfo/coupons34%Makepurchasesviacomputerorin-store32%Opt-infortextmessagewithmoreinfo/coupons24%Madepurchasesviamobile7%Other21ADSANDACTIONMobileoffersbrandstheopportunitytoreachconsumersinnewplacesandnewways,andmobileusersreportacceptanceandevenappreciationofmobileadvertising.Infact,overone-thirdofSmartphoneconsumersreporthavingtakenactionfromamobilead.Smartphoneusersareclickingonadvertisements(53%),requestingmoreinformationoracoupon(35%),andmakingpurchasesviatheirSmartphones(24%).MOBILEADVERTISINGISBEGINNINGTODRIVECONSUMERBEHAVIORMorethan1in5havehadamobilead.29%Leadthemtoshareinfo22%Influenceapurchase21%CreateproductawarenessMobileadvertisingprovidesmultipleroutestobrandbuilding,bothviralanddirect.Smartphonesserveasboththeengineandthevehicleforsharingproductinformation.Usersalsoreportthatmobileadvertisingiscapableofinfluencingtheirpurchasebehaviorandbrandawareness.22WHILEMOSTUSERSPURCHASEITEMSFORTHEIRDEVICE,COMFORTISGROWINGFOROTHERPURCHASES44%Purchasesformymobile(e.g.,apps)24%Otherpurchases%havedoneviamobile.23Significantly,nearlyoneofeveryfourSmartphoneusershasmadeapurchaseofnondevice-relatedproductsorservicesfromtheirphonesindicatinggrowingcomfortwiththemediumasashoppingtool.%UsetheirUsetheirMOBILEMEDIALETSYOUINFLUENCECONSUMERSASTHEYSHOPILOVEbeingabletolookupre
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