Tag: research

Topic: Mobile Engagement Author: Peggy Anne Salz

Learning To Please The Love ‘Em And Leave ‘Em Millennial Crowd

Millennials – the ‘distracted demographic’ between the ages of 18 and 34 were weaned on the Internet and spoiled by content choice. They have grown up to become the largest generation in the U.S. with a wallet to match. If you think it’s a lucrative audience ripe for the taking, think again. Tapping the significant opportunities and tackling the even greater challenges around influencing this massive audience requires a deep understanding of digital content consumption trends and how their evolving media habits make them different from the rest of the population.

Topic: Media Author: Peggy Anne Salz

Social Messaging Apps Cost Mobile Operators SMS Revenues

conversationIn episode #9 of M-Pulse I examine a recent report from analysis firm Ovum that claims social messaging applications cost mobile network operators US$13.9 billion in lost SMS revenue last year.

Ovum expects the decline (nearly 6 percent of total messaging revenue in 2010 and 9 percent in 2011) to continue as the popularity of messaging apps continues to grow. Ovum warns operators to rework their legacy services if they want to secure their future position in the messaging market.

How can mobile operators hold their ground? Neha Dharia, consumer analyst at Ovum and author of the report tells us collaboration, not competition is the way to succeed.

Topic: Mobile Marketing Author: Peggy Anne Salz

Finance & Health Verticals Increase Mobile Advertising Spend: Millennial Media Report

MM-SMART-coverMobile is fast becoming the device we reach to for advice and assistance throughout our daily routine, so it's little wonder that verticals such as Health & Fitness and Finance ­ are stepping up mobile advertising activities and spend.

It's a massive mobile advertising trend that marked 2011, and sure to gain additional momentum in 2012, according to the 2011 Year In Review SMART report (Scorecard for Mobile Advertising Reach and Targeting).