IAB Spain presented last Tuesday the conclusions of the VI Annual Mobile Marketing Study. This study, which has been carried out by the Mobile Commission together with The Cocktail Analysiss, analyzes the trends and evolution of the mobile marketing sector.
Its main conclusions include that smartphone users They are increasingly looking for product characteristics, prices and opinions before buying them through their devices, which almost half (45%) have bought directly from their mobile in the last year; that 90% of mobile users use this device while watching television and that one in four to talk on social networks and chat; and that 87% of Internet users already have a smartphone -which represents 56% of the population-.
Analysis of the conclusions of the VI Annual Mobile Marketing Study
# 1 - Technological equipment and connectivity
- The increase in users who own a smartphone continues to rise, to such an extent that the penetration level in the Spanish population is 87% of Internet users, which means 56% of the population in Spain.
- In terms of devices, Samsung (38%) continues to dominate against Apple (13%), Sony (12%) and LG (10%). In terms of operating systems, these data translate into the dominance of Android (79%), compared to iOS (13%) and Windows (4%).
# 2 - Internet access
- Users access the Internet through their mobile or tablet for about 2 hours a day, especially on mobile phones, where 4G connections already account for 25% of the market.
- Access via App is consolidated versus access via browser, keeping up with it (7 out of 10 use both routes).
- Social activities continue to be the most relevant, gaining even more importance than in 2013. These activities are led by instant messaging (77%), followed by email (70%) and social networks (63%).
# 3 - Mobile advertising: email and display
- 83% of mobile Internet users access their email from their mobile phone at least once a week (5 points more than in 2013), and half check emails from brands and stores on a daily basis.
- 3 out of 10 users later open mobile email on a larger screen.
- Regarding advertising formats, 1 out of every 2 users clicks on the ads, directly demanding a discount or accessing a page with more information.
# 4 - Apps
- WhatsApp is the application most present in the mind of the consumer with 70%. They are followed by Facebook (50%) and Twitter (26%) on mobile.
- Instagram, YouTube and Chrome get the biggest uploads on mobile this year.
# 5 - Second Screen
- 90% of mobile Internet users use their mobile while watching television, while 79% use the tablet.
- The use of social networks and email are the main activities on second screen.
- Commenting on TV content on social networks or in instant messaging is a habit for 26% of Internet users.
# 6 - Purchase
- 9 out of 10 mobile Internet users use it on some occasion to decide a purchase, looking for characteristics, prices and opinions.
- Almost half (45%) have bought directly through mobile, mainly in leisure, travel, electronics and fashion.
- Search engines, advertising banners and having seen it in an app are the main stimuli.
- Regarding the payment in an establishment using the mobile, there is still little penetration (8%), although a lot of recurrence.
- Pay at gas stations, department stores and restaurants stands out.
Ratings
Antonio Traugott, General Director of IAB Spain, has stated:
A sixth annual study on the smartphone not only positions us as pioneers in the market, but also allows us to obtain a level of detail on the evolution of the mobile market that is essential for new business strategies.
Javier Clarke, director of Mobile & New Media at IAB Spain, for his part, states the following:
We have gone from a simple mobile screen to uniting the offline and online world. Understanding how everything digital affects the purchase decision, TV consumption or any other traditional activity, is to understand the new user experiences and the new market order.
Downloads
The VI Annual Mobile Marketing Study You can download the full study on the website IAB Spain. You can also follow the comments through Twitter using the hashtag #IABestudioMobile