The rise of mobile Internet and Social Networks
54% of respondents said access to the Internet through their mobile CRM device, representing an increase of 90% compared to the previous wave. Check email, search, social networks enter or use instant messaging programs are the main activities that are helping to boost mobile Internet. Especially the use of social networks has increased among individuals aged 16 to 44 years 275%.
At a time when social networks take more time on the users’ online lives, we analyzed the profile those who access these networks via mobile. Has been defined as the user enters an urban youth in social networks to take advantage of downtime means of transport like bus or metro to send messages as their main activity (80%) and gossip in 48% of cases. The most popular network through this device is Facebook with 89% of users among those who access social networks.
On the use of mail and instant messaging, we found two different profiles. Email is most used by man between 30 and 40 years and Hotmail is still the most widely used service reaching 68% of the users of this service, followed by Gmail with 55%. By contrast, messaging is equally divided between men and women, but driven by the younger (18-24 years).
Also continues the rise of applications and are already 24% of mobile Internet users that they are usually discharged. The profile of this user can be defined as “qualified individual” and is mainly interested in gaming applications and entertainment followed by social networks and instant messaging applications are precisely those that retain much time on your mobile and greatest they use daily.
mobile marketing: modernity, innovation, differentiation and leadership
Consumers perceive mobile advertising. So much so that 72% recalled seeing advertising on their phone and 49% have ever clicked. Moreover, without any consideration, 46% of consumers would give permission to receive advertising on their phone and this percentage would increase if it offered some benefit to the consumer (discounts on the invoice, loyalty points) or if advertising on demand.
Those ad formats that more consumers are attracted to the MMS audio and video sponsored Advergaming and applications supported in formats that in most cases offer added value to the user by providing content in return.
Moreover, geolocation services are emerging as drivers of mobile marketing and that 73% of respondents say they are interested in receiving advertisements related to the place where they are.
The environment of mobile marketing as the consumer point of contact with modernity brings brand, innovation, differentiation and leadership brands, so declare the respondents of using mobile coupons.
In the words of Fernando Carrión, Consumer & Online Research Manager, Microsoft Ibérica: “Looking back 3 years ago we can see how half of smart phones were used in a professional environment, but now the balance has shifted to the consumer market and personal use. The use of social networking, music and games are key in this new era where the consumer and entertainment are closer to us than ever and where marketing and mobile advertising are starting to play a key role in the strategy of many brands. ”
About Microsoft Advertising
Microsoft Advertising provides advertisers and agencies advertising solutions to connect with consumers in the digital world. Its offer includes its MSN portal and Windows Live communication services (Messenger, Hotmail and Spaces, among others), technology and media services for third parties, through mobile advertising and video games. Together, Microsoft Advertising offers advertisers and agencies available to an audience of about 20 million users in Spain.
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