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For Marketing Leadership Professionals

How Interactive Marketers Can Reach US Mobile Social Network Users – A Social Computing Report

December 03, 2009

By Neil Strother with Peter Sargent, Michael Greene, Cynthia N. Pflaum, Emily Bowen

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Why Read This Report

Mobile social networkers represent 11% of all US online adults, and their ranks are growing. This emerging segment exhibits attractive mobile behaviors that interactive marketers can exploit. Mobile social users show greater responsiveness to ads on their cell phones, purchase mobile content and services at a greater rate, and access the mobile Internet much more often. Marketers who seek to stay connected with and profit from these valuable customers must provide mobile-friendly sites, drive new social experiences, take risks, and offer content that can be shared via mobile phones.
Tags: Consumer Mobile Activities, Customer Experience Management, eCommerce, Emerging Media, Emerging Methods, Interactive Marketing Strategy and Process, Mobile Advertising, Mobile Channel for Consumers, Mobile Marketing, Mobile Web, Multichannel Customer Experience, Social Computing, Social Marketing, Social Media, Web 2.0
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TABLE OF CONTENTS

  • Mobile Social Users Represent A Small But Growing Target For Marketers
  • Mobile Social Users Are More Willing To Buy Content And Send Text Messages
  • Mobile Social Users Are More Willing To Engage With Their Favorite Brands
  • Mobile Social Campaigns Come With Inherent Challenges

  • RECOMMENDATIONS

    Target Mobile Users With Unique Offers That Leverage Mobile Interaction
  • Supplemental Material
  • Related Research Documents
 
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