Use of Mobile Devices Far Exceeds Marketing on Them

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©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Executive Summary Data compiled from a global survey of more than 21,000 respondents by IDG Global Solutions (IGS) reveals a crucial but highly underutilized marketing channel for technology vendors: mobile devices. The purchase and use of mobile devices—especially among IT professionals and tech-savvy users—are exploding, but few vendors have plans for mobile marketing.

IT is ranked as the number one decision-maker for devices and network carriers, ahead of senior executives and the finance department

Unprecedented due to the size and focus of its respondents, the IGS 2012 Mobile Survey reveals an increasing propensity of IT professionals to use their mobile devices to research technology product purchases, to use them outside of working hours, and to use them to download product-related videos. These IT pros play a pivotal role in the selection of devices, operating systems (OSs), applications (both mobile and enterprise), and network carriers. With the device and carrier markets, along with application development, in upheaval, vendors that recognize this opportunity can claim a first-mover advantage in capturing key decision-makers.

 

Here are the highlights of a survey of both professional and personal users:

  • 77 percent have a smartphone for business and/or personal use.
  • IT is ranked as the number one decision-maker for devices and network carriers, ahead of senior executives and the finance department
  • 35 percent use Apple’s iOS software.
  • 61 percent have viewed video on a smartphone, while 31 percent do so regularly.
  • 57 percent access technology-related content via a mobile device after business hours.
  • More than 50 percent have replaced their clocks, personal organizers, and portable music players with a mobile device.
  • 50 percent own or use a tablet and half use it for work.

 

To read a complete report with charts on the survey click here….

 

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