Digital Marketing Magazine
A new Global Mobile Survey, from IDG Global Solutions (IGS), has put a spotlight on the evolution of mobile in the biggest study of consumer and business’ use of mobile devices.
The survey highlights a dramatic increase in mobile video consumption with 74% of consumers use a smartphone to watch online videos compared with 61% in 2012. Additionally, mobile is replacing traditional media as 50% of respondents use a tablet to read newspapers and 40% have replaced either the desktop or laptop with a tablet device.
The boundaries between business and personal life are becoming increasingly blurred as 80% of all respondents research products or services for business on a tablet in the evening. However, a lack of mobile enabled websites and concerns about security remain the biggest barriers to the growth of purchases on smartphone.
The survey, conducted among more than 23,500 executives and consumers across 43 countries, focuses on four key areas:
Mobile Executives: How executives use mobile devices – especially for business
Mobile Business: How and when audiences research and purchase products on mobile devices
Mobile Millennials vs. Generation X: Differences in consumer behaviour across video, social and commerce
Mobile Lifestyle: How audiences use multiple screens, socialise and buy on mobile devices
The research also reveals that video consumption has become pervasive on mobile devices with 75% of respondents using smartphones and 87% tablets to watch online video. Millennials and C-Suite executives meanwhile are near equal consumers of tablet video with 92% of 18- to 24-year-olds while 91% of senior executive (CEO/COO/Chairman/President) reporting they watch video on their tablet. Both audiences access all kinds of video content, including YouTube, movies, TV shows and training guides, although senior executives are twice as likely as Millennials to watch promotional videos.
Christina Carstensen, IDG Global Solutions, said: “The ‘mobile evolution’ is having a profound effect on consumers and businesses. It has kick-started the ‘always-on’ culture, presenting brands with unprecedented opportunities to develop closer relationships with their customers. We have moved beyond media convergence to a convergence of technology and humans, and brands more than ever need to show their human side to communicate in a relevant, engaging and intuitive way.”
For senior executives, smartphones are a critical business tool. The majority of senior executives (92%) own a smartphone used for business with 77% reporting they use their smartphone to research a product or service for their business. While the majority (93%) go on to purchase that product via the Internet using a laptop or desktop, 50% of these executives have purchased IT products for business using their smartphone with 13% reporting making a purchase between $1,000 to $4,999 USD. (£600–2,999; €700–3,499).
Security concerns (45%) and having a website not mobile enabled (43%) were the most common reasons for this audience not to purchase a product via smartphone. Like mainstream consumers, senior executives want an omni-channel purchase environment to seamlessly move between devices to make IT purchases.
Mobile for Business
Tablet ownership has exploded among survey respondents rising from 20% in 2011 to 61% in 2014. In Latin America, 41% of respondents said their tablet had replaced their laptop computer with 59% reporting using their tablet device to purchase IT products for their business, the highest percentage of all regions surveyed. Software and computer accessories were the IT products most frequently purchased for business across all regions, reflecting significant opportunity for IT companies willing to invest in mobile commerce innovations such as shoppable video.
Millennials vs. Generation X
Nearly all respondents aged 18-34 owned a smartphone and 91% of 18-24 year olds and 85% of 25-34 year olds used social networking sites and apps on their smartphone. Only 38% of 18-24 year olds owned a tablet, however. Tablet ownership jumps to 55% among 25 to 34 year olds and 65% report using another device or screen, primarily television (83%) at the same time as their tablet.
To reach these audiences, tech marketers are now competing with mainstream brands on Facebook or trying to grab their audience’s attention during television programs. B2B brands investing in quality social content or video with high production values comparable to television are most likely to engage young influencers and stimulate social media shares.
Mobile Tech Lifestyle: Multitasking
The majority of Global Mobile Survey respondents are multitasking: 61% use another device at the same times as their tablet and 58% use another device at the same time as their smartphone. In both cases the majority of activity on these devices is unrelated.