Smartphones are 'personal', not 'mobile' devices

Smartphones are 'personal', not 'mobile' devices
SHARE
THIS



When it comes to marketing “conventional wisdom is often times wrong”, as is the case when it comes to mobile advertising according to AOL’s Christian Kugel.

When discussions around mobile advertising take place the terms most often bandied about are geo-fencing, showrooming, mobile couponing and geo-location.

While Kugel made it clear he was not discounting the value of these practices, he did say they ignore the “human truths” around how people actually use their smartphones.

“Mobile is often times not truly mobile,” Kugel, AOL’s vice president of consumer analytics and research, said at ADMA’s Data Day in Melbourne.

 “Sixty-eight per cent of all the minutes that people spend with their smartphones happen at home.”

The insight comes from an AOL and BBDO study ‘Seven Shades of Mobile’ which B&T revealed exclusively in July last year.

Tablets, even more than smartphones, are home devices according to Kugel who said tablet usage is highest during prime-time TV hours.

“In fact, only about 20% of tablets in the US have a data plan. People just don’t carry their tablets around.”

“I actually think as an industry we should stop calling these things mobile devices because they are clearly not.

“They are more like personal devices.”

Kugel said the report proves that “conventional wisdom is often times wrong” and marketers should be careful of “putting too much stock into what the industry is saying".

The study did find that mothers of young kids are the heaviest users of mobile data, roughly 40% more than the average.

“What we calculated is that mums of young kids spend 8% of their waking hours on their phones and 5% of their life on their phone.”

Please login with linkedin to comment

Latest News

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine