Working Mothers - The Target Customer Base for Mobile Advertisers

Here’s a quick question for you – whom do you think is the most important target customer segment for mobile advertising? I bet most of you would not hesitate to say that teens and young adults are the target customer base for mobile advertisers. Well; guess what? You are in for a surprise. Let me tell you why.

Working moms, according to a recent report, are more likely to spend money on mobile content than most other people. The latest report from Scarborough says that married women who have at least one child and a steady job are more likely to download mobile content and respond to mobile advertising campaigns than most other people.

The report says that the mobile bill of a working mother is nearly 20% more than the mobile bill of the average mobile user in the country. This is a significant difference and it just goes to show that married women with jobs do not mind spending a lot on their wireless bills. The report also says that a working mother is 40% more likely to download multimedia content to her mobile phone than the average mobile user. These are important data and they make us look at the mobile user demographic in a slightly different manner.

It is not hard to understand why working moms spend more money than most people on their mobile phones. A married woman who has a full time job and a kid is likely to make important decisions for her family. She gets to choose a lot of things for her husband, kids, and herself. So, when she comes across an offer which is good and could save her some money, she is likely to make a decision immediately. So, when mobile marketers send her targeted ads, she is likely to respond. This is why the working mother demographic is considered important by many.

If you remember, I already talked about people in the 30-50 age bracket who are likely to spend money on mobile related stuff here. Now, with this report, it becomes very clear. People with a considerable amount of disposable income are certainly an important target for mobile advertisers. They have money, they are used to taking quick decisions, and they do not think twice before responding to what they consider good offers. So, it is a good idea for mobile advertisers to widen their approach and target different customer segments to get better results.

Categories: Cell Phone Advertising.

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Mobile Advertisers Eyeing the 2010 Soccer World Cup in South Africa

A recent report from JBB research, a U.S. based research group, says that the 2010 soccer world cup could give the mobile advertising industry in South Africa a huge boost.

The soccer world cup starts on June 11 and ends on July 11. This month long event is supposed to generate a huge amount of interest among fans all over the country and advertisers are planning to reach out to these fans using the mobile phone as a medium.

The report says that advertisers are planning to come up with a lot of ad funded UGC (user generated content) applications to make fans actively participate in various contests. The soccer world cup is the world’s most watched sporting event and the amount of money spent on advertising will be huge. A significant amount of this money will be spent on mobile advertising since the country has a very active mobile user base.

This news should not come as a surprise for anyone who has been a regular reader of this blog, since we have already discussed the staggering growth of mobile advertising in South Africa here, here, here, and here. If you are an advertiser in a country which has 30 million mobile users, most of whom are into mobile social networking and mobile web, it is only natural that you use the mobile phone as a medium to reach out to your target customer base. In fact, the report says that most South Africans keep in touch with each other through mobile social networking sites like MXit, Meep, MTN’s noknok, and Facebook instead of calling each other or texting each other.

The report also says that the number of high end phone users in the country could increase significantly by the end of this year, when video broadcasting enabled mobile phones are introduced to the market. This could open a plethora of opportunities for advertisers to reach out to their target customer base – video streaming, video based mobile blogging, and more. So, mobile advertisers are very optimistic and are expecting very good response rates for their mobile marketing campaigns.

Categories: Cell Phone Advertising, All things mobile phones.

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Mobile advertisers to target the Hispanic community?

The latest report from comScore discusses the prospects of mobile advertising in the Hispanic mobile user community. Not surprisingly, the predictions are very optimistic.

Hispanics and Latin Americans have always been active mobile users and it gets reflected on the fact that they over-index in mobile data and mobile advertising consumption. Also, a significant number of Hispanics and Latin Americans do not have access to the PC or the internet, but have a mobile connection. So, not surprisingly, when it comes to mobile content consumption, Hispanics are way ahead of the market average. This makes mobile marketing the perfect option for businesses to target the Hispanic and the Latin American community. Now, let us take a look at some numbers from the report.

1. Over 70% of Hispanic mobile users regularly download mobile content while the market average is only around 48%.

2. Over 40% of Hispanic mobile users can recall seeing ads on their mobile phone while the market average is only 30%.

3. Over 22% of Hispanic mobile users responded to mobile ads while the market average is only around 13%.

Based on this data, we can safely assume that the Hispanic market could be one of the most exciting markets for mobile advertisers. Already, mobile marketing companies like Hipcricket, Latin-Pak, Ansible Mobile, Vibes Media, and Univision Movil have started targeting the Hispanic mobile user community specifically and as the community grows stronger, we can expect a lot more companies to enter the market as well.

Categories: Cell Phone Advertising.

1 comment.

Mobile advertising in India - A closer look

With a 270 million mobile user base, India is one of the hottest markets out there for mobile advertisers. And it is evident from the number of mobile advertising companies that have started up in the past few years. Since Indians use the text message (SMS) facility extensively, text message advertising is considered the best option out there by many.

A lot of companies are already into text message marketing and the results of late have been very, very positive. Hindustan Lever and Coca Cola launched mobile advertising campaigns and have had great success so far and very recently, Ford launched a mobile advertising campaign which was also very successful.

Companies like Affle, Webaroo, Netcore Solutions, and Gingersoft Media have come up with their own innovative SMS marketing technologies to help companies reach their customers easily.

1. Affle’s SMS 2.0 technology is considered the next big thing as far as mobile advertising in India is concerned. You can download SMS 2.0 into your mobile phone for free. Once downloaded, the software will replace the existing SMS system with its own sophisticated browser which has a lot of features such as emoticons, rich colors, icons, signature, and many more. Using this, you will be able to spice up your text messages like never before.

2. SMS GupShup from Webaroo lets you build your own mobile communities. You can send text messages to everyone in your community at the click of a button and at the rate of a single text message. You’ll also be able to send micro blogs to your community members.

3. SMS MyToday from Netcore Solutions has a free text messaging service. You’ll be sent updates every day from your areas of interest.

4. Perhaps the most famous of them all, mGinger, pays you to get ads on your mobile phone.

In all these services, you’ll be served with ads in your text messages. Usually, the bottom space of the message box is used to serve ads. But since these services are free, a lot of Indian mobile users are cool with this idea. In a relatively short period of time, Webaroo has a 7 million user base, mGinger has a 1.5 million user base, and Affle has a 500,000 user base which is steadily growing. With numbers like this, the Indian mobile advertising market looks poised for a huge growth in the future.

Categories: Cell Phone Advertising.

1 comment.

Greystripe and Simyo to offer free, ad supported mobile games

Greystripe is one company which sure knows the pulse of its customers. Ad supported mobile games are considered the next big thing and Greystripe is sure cashing in on that. First, it was the much-talked-about partnership with Myxer and now here comes another partnership with the German mobile operator, Simyo.

According to this deal, Greystripe will create a games portal which will have more than 800 free mobile games. Mobile users will be able to download them without paying a penny, as all the games are ad supported. Surprisingly, these games are not exclusively available for Simyo subscribers alone. Any mobile user from any mobile network can download these games. The reason is pretty simple.

Both Simyo and Greystripe will split the revenue generated from the targeted ads in those mobile games. So, it doesn’t matter who downloads the game – whether a Simyo subscriber or someone else – as long as the revenue comes in.

Also, one of the highlights of this mobile games portal is that it supports over 1400 handsets, which is a very good thing for mobile users. No matter what handset you have, you’ll be able to download these games. So, this will be pretty popular with users.

Btw, have you guys tried out any of these ad supported mobile games? What are your favorites?

Categories: Cell Phone Advertising, All things mobile phones, Mobile Games.

1 comment.

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