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Mobile Consumer Behaviour

Mobile Consumer Behaviour | IMC |

The Mobile mindset

Mobile & PC users both consume the same information. Both do similar things such as browsing the web, playing games, listening to music, watching video, sending emails and accessing social media. However, mobile owners also download applications, send SMS and importantly personalize their phone with ringtones, wallpapers, and exterior cases.

But, today mobile devices serve as primary communication channel. With 3G mobile data networks quickly becoming reliable and affordable, we see a big shift in the way users consume information on their handhelds. Delivery over-the-air, directly to the mobile device, is now the most common form of information delivery. As a result of this more & more businesses take to mobile first and mobile only strategy. However, the biggest question for these businesses is hot to channelize their resources efficiently to tap this growing segment. It is clear that marketing and reaching out to the customer require much more than just a sexy app.

Device Penetration and User Demographics

Generally the younger consumers around the globe use more smart phone devices. However, in the countries like BRIC nations, where the network infrastructure required for smart phones is still taking the shape, feature phone & multimedia phones continue to hold strong.

In addition to this, the users in the countries like USA, UK, and Korea like to consume the information with unlimited data plans provided by the mobile service providers whereas in emerging nations less expensive & flexible data plans like pay as you go are more trending.

Mobile Video

While mobile video viewing is not going to replace the traditional television viewing, 28 % of Indian smart phone users acknowledge that they watch less traditional television as compared to mobile viewing.

Mobile video consumption rose more than 10 percent during Q4 2012, according to Adobe’s U.S. Digital Video Benchmark study released earlier this year.

This trend also emerges with the fact that mobile viewing engages the user to view video anytime, anywhere. Also, with the surge in tablet market the video consumption pattern is quickly changing. However, the consumption of information on mobile phones happens via mobile web browsers & apps as downloading the video clips isn’t the preferred choice of the users.

Mobile Buying Decision

While consumers are adopting smart phones around the world, yet their criteria to choose the device to buy vary with country. Consumers in USA, UK, Italy seeks for good value for money & consumers in Russia look for stylish design. Consumers in China care for a wide choice of applications to use on their device.

e Reading

In an increasingly digital environment, readers are gradually preferring the screen-based reading behavior.

This preference is also obvious because, in a giant web of connected content, every page is linked to another page. However, screen-based reading does cause strain on small real estate and small font size but it is compensated with the occasional reading. E-reading behavior is slowly catching up to print reading. E-reading provides the consumers an opportunity to connect to their favorite content anywhere, anytime. Users in China, USA, UK, Turkey, and UAE are more likely to buy a digital content than physical.

However, in countries like India users prefer apps related to games (39 %), social networking (29%) & video/ movies (29%) as compared to e-reading (11%).

Mobile Commerce

Mobile users carry their mobiles everywhere they go. Most of the users in US & UK use their phones to search online coupons, research products and compare the products available on store.

Users from South Korea, China, Australia & USA lead the mobile banking.


With more and more smart phone features like NFC and Passbooks, users are slowly embracing the mobile shopping. However, use of NFC and location based coupons are still nascent. With 20 % of users in China & 15 % in South Korea lead over USA & UK with merely 4% & 3% users respectively who prefer the use of NFC & Mobile wallet.

With number of Wi-Fi hotspots growing steadily, nearly two out of three shoppers in US use at least one device to research and purchase while shopping, and 28% use two devices at a time. More than one third of shoppers made at least one purchase with their mobile devices during the past six months. Tablet owners tend to make a purchase on the device with one in four having purchased six times or more in the past six months. When these numbers are compared to India, it is almost negligible because the network infrastructure is inadequate as compared to US.

Mobile Site

The relationship between the Mobile site & M- commerce is really closely knitted. Most of the shoppers prefer to access a store via its URL in a browser than by using a native app. This number is quite high for android users as compared to any other smart phone user. However, iPhone users stand out to use native apps as likely through mobile browser for their mobile shopping experience. That is why it is inevitable to provide a fine tuned mobile site shopping.

And with mobile, it’s now feasible to track an individual from the very first intention to shop for an item, to the actual purchase at point-of-sale.

Mobile Marketing & Advertising

Content providers across globe are trying to get new ways to reach the right audience. In all countries except India, smart phone owners are most likely to receive mobile ads about once a day. Indian smart phone owners receive mobile ads less frequently, with 70 percent seeing them about once a week or less.

It is very important not to forget that what users can do with their mobile. Let’s not forgo the legacy of SMS, MMS. A hard analysis is required to decide on which features a business should focus to market its products and services to the mobile consumers. It is important to determine whether the mobile will trigger awareness, consideration, evaluation, purchase or loyalty. (Based on the marketing funnel or McKinsey Loyalty Loop).


Advertiser must choose an appropriate mobile channel for their business to get the best value from the mobile consumers. It is evident from the table above that a marketer must scan the market first and decide upon the methodology for promoting its business based on the user interaction.

A study by A C Neilson suggests that smart phone owners in India and Turkey are the least likely to receive or see any ads on their device. With the exception of the U.S., in developed markets, smart phone owners are most likely to receive mobile ads via apps. Russian smart phone owners are the most likely to use their phone for texting (95%), so text messages are the most common method for receiving mobile ads. Chinese smart phone owners say they receive the most mobile ads, topping all countries in ads received via online games, mobile video/TV, streaming radio and location-based services.

Mobile Consumer Behavior- Future Story

New software & hardware innovation meeting together has changed the way we communicate. In future they will only change the way we interact with our surroundings. The applications like augmented reality and assistants like Siri & Google Voice have changed the mobile phones into experts with so much information at a tap of a finger. Consuming information will become a two way process where mobile phones will gather information to provide personalize information to its users.

With the recent surge in the tablet market as well, the future is looking bright for the consumers of both the developed & emerging nations.



Aviral Kochhar's insight:

This article I came across was quite interesting. Article is based on the studies between mobile consumer behaviour. A very hot and interesting topic to study that’s why I chose this article. In today’s world 80% things are mobile with the help of wireless and hand held devise and also called the 3G now also launched 4. This article basically conducted a search between mobile users and computer users and helped us understand what the differences between these two market segments are. One point I really liked was when the article says that this mobile device is more focused on the younger generating as they are good with technology and older generation still like to use computer and television.  Smart phone has changed the way business is done also called E-commerce. A graph shown in the article proves that china is one country where 51% of the population uses mobile devices to do banking. The article also shows that the new software and hardware innovation meeting together has changed the way we communicate. This article was a great article in which few studies were conducted showing how the consumer behaviour has changed in the last 1 decade with the technology change. Future is changing at a very rapid rate and technology plays a big role in it.

Matthias Röse's comment, August 22, 2013 5:10 PM
This is really a very informative article. It outlines the most important channels to engage with Smartphone users, gives relevant figures and shows some trends in the mobile marketing field. It makes clear that mobile marketing will be most important in the future. But marketers may never forget that there are always parts of their target group that don’t own smart phones. H&M did a interesting campaign where consumers had to upload pictures to Instagram of themselves with a statues of David Beckham which were put into place at their stores. By doing so they were in to win prizes. I think to combine onsite and mobile advertising can create a whole new brand experience and is one of the futures trends in mobile advertising.
Priscilla Hema's comment, August 22, 2013 9:36 PM
Was an interesting read. i do agree that "consumer behaviour has changed towards the usuage of the moblie phone" this scoop shows ways in more than one where this statement proves true.
Jaklin Issaeva's comment, August 27, 2013 8:00 PM
i agree with your opinion, i think this article was informative and current with today's market and social/ digital media segment. It outlines the important channels of communication and gives a clear indication that mobile marketing is the way forward in the future
Rescooped by Aviral Kochhar from Brands and brand managment: The importance of brands!!

The Importance of Branding Your New Business -

The Importance of Branding Your New Business - | IMC |
Here's why early branding of a small or emerging company is key to business success.

Via Mike Kirkwood
Aviral Kochhar's insight:

Business cannot just launch a new product or service in the market and launch is as an expensive brand and what the consumers to recognise it. Generally the brand image, logo and statement defines the meaning and shows the products to the consumers. These days consumers tend to consume products which are branded. Branding also costs a lot of money so it isn’t very applicable for small businesses as said in the article if a small company is trying to lunch a new brand they have to get it right the first time. Brand name in my opinion should be very sophisticated it should sound expensive that the consumers are ready to pay the price which comes with a brand name. Very well said in the article a Brand is a companies’ face to the world, its recognised by its brand name or logo or statement e.g. BMW’s statement “Ultimate Driving Machine”. Branded products tend to make a relationship with its consumers, they value it more. Value of a branded product or service will always be more expensive than the non-branded product or service. A brand logo said in the article should be clean, elegant, sophisticated and easily implemented and the most important thing is consumers should easily recognise the brand by its logo. Very well said Branding of a product is defined by its quality and ease of use.  

Aviral Kochhar

Wu Meng's comment, August 21, 2013 6:56 AM
This article shoes how the company product brands face to the world. The company name, logo how through an organization communications. Branding is also describing these same attributes for a company's products, services, and planning. Such as Apple product, it is simple and clearly designs.
Duncan Robertson's comment, August 21, 2013 8:42 PM
This article as Bronson has stated outlines the importance of branding a new business. Its the head start you need to get of your business in order for consumers to recognize it. The way you present your brand first off, is the vision that consumers will always see and it will become the face of the company as outlined in the definition in the article.
C hu ck's curator insight, May 14, 2014 6:28 AM

This article clearly describes how the branding is a key to business success, especially for new businesses. In general, the branding expresses what a business is, what it can offer, and why the business exists in the first place. The value to business of owning strong brands is incontestable (Clifton et al., 2003).
For a company, the brand is first and foremost the company's face to the world. It is about the name of the company, the logo, and the communications in the company. The brand is also about how the company is perceived by customers. Lastly, a brand is a promise and a reason for the existence of an organization. With a clear band, the company can convey its key audiences, including customers, shareholders, employees, necessary information regarding its products, services and projects. 
Therefore, for a new business, except for funding and product development, branding is also very important at the initial stages and the stages of building its reputation. A successful band should be simple but symbolized and memorable.

Scooped by Aviral Kochhar!

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC |

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.


Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.


The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.


The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.


Continue Reading .... 

Aviral Kochhar's insight:

This article is very relevant in understanding today’s consumer engagement with the market and products. It clearly shows the use of technology is being made by brands and companies to reach out to their customers and increase sales. Brands and companies are also using social media to grab attention of frequent online shoppers. Most companies are using internet as the main platform of business because it’s quick, fast and cheap. Now those companies are succeeding who follow the right steps in how to engage with an online shopper to understand their customer shopping behaviour.  It’s very important that the companies keep up with their customers’ needs and provide them with what they need and when they need and how they need. Companies who have mastered at this will enjoy good profits or the time.

Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Aviral Kochhar from Social Foraging!

Kantar - Do Tweets influence consumer behaviour?

Kantar - Do Tweets influence consumer behaviour? | IMC |

Kantar Media Compete and Twitter have worked together to understand the impact of Tweets posted by retail companies. Specifically, we wanted to know whether Tweets influence consumer behaviour; are people exposed to a retailer Tweet more likely to visit that retailer's website and eventually purchase from that retailer?


To answer these questions, Compete observed 2,600 US-based Internet consumers who saw Tweets from almost 700 different retailers such as Amazon, Nike and Walmart from August to mid-October. We limited the scope of the study to desktop browsing only (no mobile or table activity) and exposure on only (no Twitter clients were included in the analysis). We also studied the behaviour of two control groups comprised of a similar set of consumers who visited Twitter but did not see retailer Tweet and who were simply average internet users.

Via Ashish Umre
Aviral Kochhar's insight:

I quite liked this article because the study conducted was quite useful as it helped to understand consumers buying behaviour. As we all use internet at some stage and we like to use Facebook and tweeter. Now the studied conducted on consumer behaviour was over the internet and how they react to the online retail stores like amazon and Nike. The article found what consumers like to buy and how they buy it. It’s good how the researchers narrowed the research to just desktops twitter users to help them get accurate information. Its helped them to find out what sort of target market shops online and between what time in day they shop.  The article clearly shows that if a retailer advertises something on a social website 33% people buy from social website and 27% people buy from normal internet browsing. These days’ advertising on social websites is a growing at fast rate because more and more people have started to use social media to communicate. Retailers who tweet their ads to people they tend to buy more. In my opinion this study was very well conducted and its helpful to understand how consumers are changing their buying habits with technology getting more and more advanced.

Aviral Kochhar

Chantelle Pulevaka's curator insight, September 30, 2014 9:03 PM

Twitter can increase the amount of people who visit a retail store after being exposed to it on twitter. 

Samara Paxton's curator insight, October 2, 2014 7:23 PM

Twitter is helping brands increase the web traffic to their retailsites. Its amazing how just seeing a tweet from a retailer can encourage a person to visit, and then buy from their website. It proves that having a presence on social media isimportant for a brand,especially with the kind of statistics that are being shown in this article. Twitter users that visit a retail website are more likely to visit or buy from that site than just a regular internet user- and it makes sense. A brand needs to always be reminding of its presence, and keeping up with what is going on in the modern world to reach its younger customers, who are so easily accesssible. 

Chantelle Pulevaka's curator insight, October 2, 2014 9:54 PM

Maybe there should be more apps like twitter to engage consumers. 

Scooped by Aviral Kochhar!

Samsung achieves large rise in brand value – The Express Tribune

Samsung achieves large rise in brand value – The Express Tribune | IMC |
Interb­rand ranks electr­onic goods produc­er 9th in its brand valuat­ion index.
Aviral Kochhar's insight:

Samsung produces a vast variety of information technology products but the greatest mile stone for Samsung was the increased performance of its mobile business. Samsung also enhanced leadership in television and improved consistency, along with other brand strengths across numerous categories. Samsung global brand value stood 17th in 2011. Samsung’s great accomplishments was due to their strategy of generous investments and using the Facets of a Brand like brand identity, brand image, brand symbol and packaging. I think the success of Samsung is because its brand performance and its creativity of new ideas and innovating new products in different categories. Samsung’s biggest success was to push its name into the smartphone industries by launching S3 and S4 compete with apple’s IPhone 4 and 5. This increased Samsung’s brand value and brand equity growth. Brand Identity also played an important role in the success of Samsung’s smartphone industry like name, logo, symbol, design, packaging, performance, and image. Integrated Marketing communication also plays a major role in Samsung’s developing and sustaining brand identity and equity. I think Samsung had such a great success in such a short period because Samsung was a very innovative and creative company. 

Jaklin Issaeva's comment, August 15, 2013 4:33 PM
I agree with you Aviral, this article is a great example of how a brand can successfully integrate all forms and channels of communication to achieve maximum exposure for their new product. It is important when it comes to IMC to have consistency and to spread the one message across all channels of communications used however. This article shows the success of Samsung being able to do that in a successful manner.
ajay's comment, August 18, 2013 8:05 PM
I completely agree with Aviral’s comment on this article regarding brand value, in today’s world having a branded product or service matters to everyone. As aviral mentioned in his comment that Samsung has increased performance of its mobile business. It has also enhanced leadership skills in television and improved consistency that why apple has be hit with a big knows competitors Samsung. Aviral also mentioned Samsung’s S4 and iPhone 5 comparison which I think is quite relevant this this article. The increased Samsung brand value and brand equity growth as really increased Samsung’s name in the market. Over all aviral has mentioned some really good points and I don’t have much to add to his comment. I personally quite liked the article as its comparing the two big mobile companies in today’s market. It was an interesting article to read