Mobile plans, applications, 4G, social networks … The last four studies to discover
The research firm Surikate, a specialist in mobile marketing, has just published a study on the behavior of French iPhone, iPad and iPod Touch users with 4,600 participants.
The study reveals that 44.5% of the users surveyed own an iPhone 4, 28.7% an iPhone 4S, 24.4% an iPad2, 20.9% an iPhone 3GS and 18.9% an iPod Touch. 92% of them know the version of iOS installed on their devices, which demonstrates a good knowledge of their environment.
When it comes to App Store visits, 80% of users go there at least once a week, with more than 90% consulting it from their mobile and 7% from their computer. The “Top” applications of the App Store are the most visited, ahead of recommendations from blogs and specialized apps. The preferred category of users are games (70.3%), followed by utilities (53.5%) and entertainment (40.2%). 88.9% of users download at least one app per week and 28.3% download one per day.
As for user behavior, Surikate also notes that 82% of users open the application as soon as it has been downloaded and 88.4% delete an application that they dislike during the day, 71.8% of which do so immediately.
The study concludes by highlighting the strength of the App Store compared to competing platforms. Opened on July 10, 2008, it now has more than 500,000 applications and captured three-quarters of revenue from application downloads in 2011.
The ROI of campaigns on social networks measured by the evolution of actions?
Annika Jubbega, researcher of the BI Norwegian Business School, just published a analysis, relayed by L’atelier, according to which the effectiveness of campaigns carried out by large companies on social media could be measured by the fluctuation of the prices of the stocks of these companies. Indeed, 50% of companies have no idea of the real effectiveness of the campaigns they run on social networks and often rely on marketers who themselves rely on the number of followers and interactions on social media. social media accounts of these.
The researcher thus studied for a year the tweets posted by 10 of the biggest global brands such as Coca-Cola, IBM, Google, Microsoft, McDonald’s, Nokia, Intel, Disney, Toyota and Cisco then compared the proportion of negative and positive comments tweeted by followers in reaction to these tweets, as well as the fluctuation in the prices of brands’ shares. The result gives a very close link between the different elements observed for the majority of brands.
For example for Coca-Cola, every 100 tweets from followers was accompanied by an increase of 8 dollars on the shares. Increasing the percentage of positive tweets would benefit the stock price, and each tweet expressing a sentiment (positive or negative) would improve brand visibility and drive consumers towards them.
Annika Jubbega’s report nevertheless specifies that the results are not instantaneous and are unfortunately temporary (drop between one and six days after the observation of the peak increase in the price of the shares).
50% of the world’s population covered by 4G in 2017
The world leader in the mobile network industry Ericsson yesterday published the report ” The pulse of the networked society According to which mobile data traffic should be multiplied by 15 by 2017.
According to the OEM, more than half of the world’s population should be covered by 4G or LTE technology within the next five years. That is to say that 25% of mobile subscribers in the population of Western Europe would be covered by very high speed, while 3G should be accessible for 85% of the population. In addition, three billion more people of the current six billion should have mobile access, whatever it is.
Low cost mobile plans on the rise in Q1 2012
The Digital Economy chair of Paris-Dauphine University and Médiamétrie publish the second edition of the quarterly barometer of the digital economy. The report deals with the expectations and behaviors of the French in the field of the digital economy, based on studies of equipment and uses by Médiamétrie as well as on its Omnibus Médiafit survey (survey carried out by Internet on a panel of 1,051 internet users).
It thus reveals that the share of individuals owning a smartphone is growing strongly (+ 14% in six months), as well as the share of mobile users using their phones (+ 5%). On the other hand, mobile purchasing practices have declined slightly over the past month. However, they concern almost 10% of individuals equipped with a mobile.
Last quarter, 28% of 35-49 year olds spent less than € 20 per month on their mobile plan. This quarter, 40% of them have adopted these advantageous offers. For people aged 50 and over, plans under € 10 are up more than 40% this quarter.
French Internet users remain very sensitive to the price of the subscription, always cited as the first reason for changing ISP. The price nevertheless lost 13% between the 1st and the 2nd quarter of 2012.
When we ask the panel what reasons would push their household to change ISP, the choice of a higher connection speed is particularly significant among men, young people (for whom the price remains a very serious concern) and Ile-de-France residents. , perhaps more aware of technological innovations. This development remains to be followed.
Awareness of mobile commerce continues to grow: + 2.8% in the 2nd quarter of 2012. While it is still very strong among men, young people and CSP +, women are no longer left out and are starting to fill their gap. delay compared to men. In total, nearly nine out of ten Internet users over the age of 15 are aware of the existence of this practice.
Finally, entering college appears to be an acceptable first level for offering a telephone to one’s children, since 30% of Internet users consider that this acquisition must take place on the child’s 11th birthday. Leaving college, with a possible entry into high school, appears to be a second level, 32% of those questioned believing that it is necessary to wait until at least the child’s 15th birthday to equip them with a mobile.
Differences appear depending on the sex of the interviewee: for women, the mobile phone is a reassuring and reassuring object, and 11 years is therefore better suited to the age from which they deem it necessary to equip a child with a child. mobile phone. Conversely, the majority of men position themselves for a later age (from 15 years old).