Global market research firmSynovatehas released data from its global mobile phones survey, revealing just how attached Americans are to their cell phones. Synovate surveyed over 8,000 cell phone owners across 11 markets - including 504 in the US - to learn more about how people are using (and, in some cases, hiding behind) these devices, which features they use (and don't) and how they really feel about them. The Synovate survey showed how much people depend on their phones. Three quarters of the survey respondents - including 82% of Americans - never leave home without their phones, and 36% of people across the world (42% of Americans) go as far as to say they 'cannot live without' their cell phone. Synovate's global head of media, Steve Garton, said these small-but-powerful devices are so ubiquitous that by last year, more human beings owned one than did not. "This sheer volume, coupled with enormous marketing potential that is just starting to be realised, means that marketers need to understand as much as possible about how people use their phones, how they feel about them - and what they want more of. "One very important point about the marketing potential of the phone is that people tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet. Most people do not think of phones as a media platform at all." Overall, 23% of respondents across 11 markets own more than two mobile phones. Americans are among the most likely to own at least two at 33%, along with the French (34%). Brits and Americans were the most likely to own a smartphone at 21% and 20%, respectively. In an increasingly mobile-literate world, only around a third of US respondents agreed they did not know how to use most of the features on their phones. So what are people actually using them for? Putting aside the almost ubiquitous calling and SMS functions, the three features most used on a regular basis are: Alarm clock – 67% globally use this regularly / 56% of Americans Camera – 62% globally / 68% of Americans Games – 33% globally / 31% of Americans "As the mobile becomes more of an all-in-one device, many other businesses are facing challenging times. However, the opportunities for mobile manufacturers and networks are enormous," said Garton. Overall, 17% of respondents use email on their mobile on a regular basis, led by 26% in the US and 25% in the UK. Similarly, an overall 17% use internet browsing, topped by the UK at 31% and the US at 26%. Eleven percent say theysocial networkregularly via mobile, again led by the UK (17%) and the US (15%). As the number of people using mobile devices for internet related activities such as web browsing, city surfing, andsocial mediasteadily increases, the way that businesses and marketers promote and grow their business is also changing. Mobile websites, SMS marketing, and tag scanning is changing the way businesses reach out to customers and meet their demands. The survey showed that the US and the UK lead the way in mobile functions that require3Gaccess: Mobile Websitesallow the viewer to be redirected to a mobile-friendly version of a website. This elimiates the teensy-tiny writing and navigational issues that cause frustration among users. Big players such as Amazon.com have already implemented a mobile version of their website, allowing customers to browse and shop from the comfort of their mobile device. SMS, or short message service, marketing allows users to receive coupons and other special offers via their mobile device. The customer can then redeem their offer in person by showing or scanning the offer message at the place of business. This benefits both businesses and customers as a simple and hassle-free way of receiving marketing material. Tag scanningsimplifies mobile navigation by the use of small scannable image "tags" to direct customers to a mobile website content. The scanning of images tags is done through a tag application downloaded by the user. Businesses can change web destination of the tag image at any time without creating a newtag image. Tags can be used on print materials and websites to direct customers to online promotional material using their mobile devices. Mobile marketingis a growing and quickly-advancing field. For a complimentary marketing analysis and business consulation,contact Jaenovation today.
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