Do you know where your smartphone app is? It’s probably not where you think it is. Did you know that 68% of owners of said smartphones were most likely relaxing at home playing games or killing time? Users call this “Me Time” and there isn’t a social or mobile marketing strategy component in it. How do I know this, you ask. Why, it was in a report presented last October when Advertising Week. There in New York City Christian Kugel, Vice President of Consumer Analytics and Research at AOL and Simon Bond, CMO of BBDO Worldwide gave a presentation titled “Seven Shades of Mobile” representing the seven resulting mobile behavioral moment markets that their research revealed.
Their study showed that, while you have been spending time and money on a location-based mobile marketing strategy to get found by the on-the-go consumer, 68% of consumer mobile phone use occurs in the home, not needing geo-location from your app at all. This totally upends one of the most widely held beliefs about mobile marketing: that its main value is linked to reaching consumers on-the-move. Forget that.
These mobile interactions can be segmented into seven distinct “mobile motivations” that encompass most mobile use. These include:
- Accomplish – managing activities and lifestyle to gain a sense of accomplishment
- Socialize - active interaction with other people
- Prepare – active planning in order to be prepared for upcoming activities
- Me Time – seeking relaxation and entertainment in order to indulge oneself or pass the time
- Discover - seeking news and information
- Shop – focusing on finding a product or service
- Express Myself -participating in passions and interests