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Got Apps? Compete’s Quarterly Smartphone Intelligence Survey Provides Insight into Mobile Consumer Behavior
Report Shows Smartphone Owners Prefer Personal and Social Apps, Are Open to Targeted Ads
BOSTON –
(September 10, 2009) –
Compete, a TNS Media company, today released the results from its
quarterly Smartphone Intelligence survey, which provides behavioral and
survey-based insights into how consumers are using their iPhones and
other “smart” devices. The report shows
that smartphone owners agree on their favorite types of applications;
entertainment, games, music, social networking and weather are the most
popular across platforms. In addition, while iPhone owners
are most likely to spend money on desired applications, 83 percent of
all smartphone users prefer applications that are priced under
$5. Compete’s Smartphone Intelligence Survey also
digs deeper into the differences between iPhone, Blackberry and Palm
users.
Key findings include:
- 73 percent of Blackberry owners have downloaded 5 or fewer applications; in contrast, 72 percent of iPhone owners have downloaded 10 or more applications
- Facebook is hot among iPhone owners: 71 percent of iPhone users report accessing Facebook from their mobile device, 37 percent listed Facebook as one of their top three most utilized apps and 18 percent claim it’s their favorite app.
- 30 percent of all smartphone owners are either comfortable or very comfortable receiving targeted marketing on their device.
“With
the massive number of applications downloaded to date, the iPhone has
taken an early lead in getting owners to adopt app functionality and
make popular applications a part of their daily lives,” said
Danielle Nohe, director of telecommunications and media for
Compete. “Smartphones are changing the way we live
and communicate, and once users are hooked, they’re very
unlikely to give up their device – that makes mobile the next
‘can’t miss’ opportunity for
marketers.”
Smartphone owners using
Facebook
Smartphone users differ in their use of social networking
sites. Facebook is the most heavily trafficked social
networking site among smartphone owners, and iPhone users are twice as
likely to use the mobile Facebook app as their Palm
counterparts. In fact, iPhone owners are the most active
mobile social networkers, with the highest percentage of respondents
reporting mobile use of Facebook, MySpace and Twitter and from their
mobile devices.
However, despite Twitter’s ever-increasing mobile popularity,
85 percent of smartphone owners still prefer to access the site the old
fashioned way, from the computer. While 26 percent of iPhone users
tweet from their device, only 15 percent of Palm owners and 10 percent
of Blackberry devotees report accessing Twitter on the go. Of
the smartphone owners who do access Twitter via their phones, 41
percent use the application to keep track of what their friends are
doing, 32 percent use the service to keep up with current events and 19
percent tweet from their handset to build a fan base or promote their
company.
Open to Targeted Ads
In
addition to networking activities, smartphone owners are open to
receiving targeted marketing via their device. What types of
offers make the best candidates for marketers trying to reach networked
consumers? Impulse and leisure purchases tend to be easier to
digest than big, highly considered ones. Therefore, nearly
half of smartphone owners are receptive to location-based offers at
restaurants and offers to save and pursue at their leisure, and 45
percent would use mobile grocery coupons.
About
Smartphone Intelligence
Compete's Smartphone Intelligence combines consumer insights (through
surveys) with behavioral data (through online click stream data) to
reveal how smartphone owners are using their phones, the sites they
visit on the mobile Web and what they like and dislike about their
phone and experiences. Smartphone Intelligence subscribers will receive
comprehensive quarterly reports with fresh data about smartphone use
and behavior, as well as actionable recommendations tailored to their
business.
Smartphone Intelligence also enables clients to go deeper with custom
research addressing specific business questions relevant to unique
segments of smartphones owners. Only Compete can bring in the online
behavior of millions of consumers through click stream data to help
answer these questions. To learn more, visit: http://compete.com/custom_/telecomSmartphone/.
Compete, a unit of TNS Media, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete’s online behavior database—the largest in the industry—makes the web as ingrained in marketing as it is in people’s lives.
Compete was founded in 2000 and
is located in Boston, MA, with offices
throughout the U.S. For more information about us, please
visit http://www.competeinc.com/,
or to join the conversation visit
http://www.compete.com/.
About TNS media
Established in more than 30
countries, TNS Media explores
all the media—print, radio, TV, Internet, social media,
cinema and outdoors worldwide, 24 hours a day, seven days a week, and
offers a full range of insights, analyses and audience measurement
services.
TNS Media combines the deepest expertise in the industry to provide
media and marketing intelligence including advertising expenditure
monitoring, advertising creation monitoring, audience measurement,
market influence analytics, online consumer behavior tracking, news
monitoring, sports sponsorship evaluation and more. The TNS
Media companies track more than 3 million brands and provide vital
market intelligence to 16,000 customers in the world. http://www.tnsmediagroup.com
About
Kantar Group
The Kantar Group is one of
the world's largest research,
insight and consultancy networks. By uniting the diverse talents of
more than 20 specialist companies – including the
recently-acquired TNS – the group aims to become the
pre-eminent provider of compelling and actionable insights for the
global business community. Its 26,500 employees work across 80
countries and across the whole spectrum of research and consultancy
disciplines, enabling the group to offer clients business insights at
each and every point of the consumer cycle. The group’s
services are employed by over half of the Fortune Top 500
companies. The Kantar Group is a wholly-owned subsidiary of
WPP Group plc. For further information, please visit http://www.kantargroup.com