I went to the unveiling today of the Mobile Personas research project co-sponsored by BrandSpark International, tapped mobile and app promo this morning. The project, the largest of its kind, surveyed 5,000 Canadians coast to coast about their behaviour relating to mobile devices and mobile marketing. Here are some key take-aways:
- People use mobile technologies differently depending on age and gender
- The mobile marketplace will grow by 1.6 million consumers in the next year
- 62% of moms in Canada, age 25-54, have mobile devices
- Moms skew towards tablets, men (25-54) towards desktop, millennials (18-25) towards smartphones
- Mobile = social, part I: mobile users are 2x more likely to share product info online
- Mobile influences in-store purchases for 40% of mobile women and 49% of mobile men
- Mobile = social, part II: Social media is the number 1 activity on smartphones for all demographic segments
- Behaviour for tablets is different than for smartphones: Tablet behaviour = entertainment, browsing, shopping
- Dissing QR codes? Not so fast. 47% of mobile men in Canada use ‘em. The most effective place for QR code placement? Point of Sale
