New, exclusively for members
Free Personalized Learning Plan
Find the resources that are right for you with a personalized learning planGet started
The Going Mobile 2012 research by Foolproof undertaken from November 2011 to March 2012 assessed the quality of mobile user experience based on consumers' mobile behaviour and usage patterns. The research reveals some great practical insights around what consumers expect from their mobiles:
They see it as ‘big bang’ event: mobile is creating new time and space for consumers. Time that was previously unproductive or inert is now filled with mobile interaction. What are users doing with this time? What brands are they engaging with in this new, very intimate, digital space? Which tools and services create value for them...and which are just creating noise?”
Knowing the answers to these questions can be the difference between success and failure in the design of mobile services. Mobile helps today's time poor consumers to use 'dead time' easily and efficiently.
The research, gathered quantitative and qualitative methods, looked into creating useful, useable insights for service and product design. Read their methodology to find out more.
This research raises questions for B2C and B2B marketers. As consumers, it seems we are prepared to engage with trusted brands quickly and to develop deep, intimate brand relationships, as long as brands provide highly relevant and targeted services which enrich their lives. As business people, our 'always on, always connected' smart phones and tablets provide a vast, untapped resource in improving our productivity, efficiency and work satisfaction.
By Rob Thurner
Rob is a mobile consultant, author, trainer, and speaker with 10 years experience in the mobile sector. He is Managing Partner of Burn The Sky, the full service mobile agency which connects brands to multi-screen consumers. Rob delivers mobile consultancy and mobile talent development projects for American Express, Barclays, Barclaycard, Betfair, Carphone Warehouse, Heineken, Ladbrokes, O2, Paddy Power and Richemont. Rob runs intermediate and advanced courses for marketers of all levels of expertise across Europe and the USA. His training partners include the IDM, Econsultancy, The Knowledge Engineers, Emarketeers and the IAB Rob has written two books on Mobile Marketing best practice: The Smart Insights guide to Mobile strategy and Winning with Mobile: Creating a strategy for Mobile Marketing, Mobile,Commerce and Mobile CRM. Download from Amazon. You can connect with Rob through LinkedIn.
Start the discussion on our community and social networks
Recommended Blog Posts
Case studies showcasing the positive affects of PWAs PWA technology isn’t exactly new, but it isn’t completely old either. However, as more and more internet users spend more and more time (as well as more and more money) via mobile …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..