30 June

Growing Mobile Mindset of Generation "Z"

Google, in partnership with Ipsos, recently conducted research geared towards discovering the tastes, behaviors and wants, as well as the future trends, of the up-and-coming "Generation Z" consumer group (those born after 1995).

Screens Most Used

Of those Gen Z teenagers polled, 78% use smartphones, 69% use laptops, 68% spend time watching TV, 62% use gaming consoles and 52% utilize tablets.

Of those between the ages of 18-24 that responded to the same questions, 87% use smartphones, 80% use laptops, 72% spend time watching TV, 56% use gaming consoles and 56% utilize tablets.

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22 June

Mobile Influence on Retail - Helpful or Hindrance?

There are exponential changes occurring in the field of retail. Recent research indicates that at least 58% of retail sales (non-grocery) is expected to be influenced by digital in 2017. More astounding is the fact that this figure equates to an additional $86 billion in non-grocery retail sales this year that will be influenced by digital, as brands continue to strive to deliver truly integrated digital experiences to their customers by improving their mobile strategy.

It may surprise some to find out that more U.S. retail stores have closed their doors in the first quarter of 2017 than in the entire year of 2016. The culprit responsible for such drastic changes-digital influence.

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15 June

Making the Most of Mobile Moments

A recent survey revealed that people interact with their mobile smartphones an average of 13 times per hour. In addition, 60% of ads that people found to be influential in making a purchase were viewed on a smartphone. These stats should be very telling to a company interested in the capture and conversion of their mobile customers.

Red Lobster is a good example of a company that is taking advantage of the mobile behaviors of their customers. They found that 60% of the traffic on their website would occur during their dinner hours of 3:00 p.m. to 6:00 p.m. They recognized this as a great opportunity to drive new growth. They began to target mobile customers-when they were close to a restaurant-during the prime dinner hours-while in their "I-want-to-go" moments. They used the number of visits to measure the effectiveness of the campaign. The findings revealed that those mobile customers who saw Red Lobster on their mobile phones were 31% more likely to visit the restaurant that very day, and 17% more likely to visit the following day.

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08 June

Google Strikes Against Annoying Ads

Google is launching ad blocking technology in Chrome... and why this is a good thing for all of us!

According to Mary Meeker's 2017 Internet Trends report, the marketing industry doesn't want ad blocking increasing on mobile devices from the current adoption rate of 1%, which is considerably lower than the current rate of 18% for desktop computers. The good news is that there is an improvement plan being implemented.

If you haven't already heard, it was recently confirmed by Google that there is a project underway that will implement a preinstalled technology on Google's Chrome Browser. It was designed to block the majority of the types of ads that irk people the most. The project has been appropriately named The Ad Experience Report. The basic object of the project is to score a publisher's site and inform them which of their ads are considered "annoying experiences."

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01 June

Trends in Booking Travel

The impact that mobile advertising has on the landscape of advertising is growing exponentially, and no company in any industry should ignore the tracks that mobile ads are leaving in the sand. Here is what we ALL can learn from the travel industry:

Google recently reported that when it comes to booking hotels, almost 50% of Google Hotel ads referrals are now coming from smartphones, indicating a continued growth by nearly 2.4 x year over year.

We've covered the importance of businesses "being there" in the critical decision-making moments for their mobile-toting customers (or potential customers), but is it easy for them to utilize your mobile site? Shoppers now turn to their smartphones to glean needed information about their imminent purchases. A clear understanding of this concept is imperative for advertisers who want to seize the opportunity and be present in the critical conversion moments that really count, and they should do all they can to make it easy for their customers to make the conversion.

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