Marketing Forecast from Ad-ology

According to a recent report by the Pew Research Center, younger adults are leading the way in increased mobility, preferring laptops to desktops and using their cell phones for a variety of functions, including internet, email, music, games, and video. Cell phones are by far the most popular device among American adults, with 85% of adults owning cell phones, and 90% of all adults live in a household with at least one working cell phone. Though cell phones are now ubiquitous in American homes, the level of engagement with the phones does vary widely between generations. Almost half of adults own an iPod or other mp3 player, and 42% percent of all adults age 18 and older own a game console. However, Millennials are by far the most likely group not only to own most of the devices studied, but also to take advantage of a wider range of functions.

Consumers are growing accustomed to seeing ads on their mobile phones. And many find these pitches helpful as they consider where to eat dinner or decide which brand of laundry soap will best meet their needs. However, consumers have definite preferences about the type of ads they prefer to see on their smartphones. Marketers should consider these preferences as they develop their ad campaigns.

Technology-related businesses are recovering from the economic slowdown that hammered sales during the recession. IDC analysts say that many companies will be marketing high-tech products and services to consumers and businesses this year. However, tech marketers as showing signs of lower advertising spending and in most cases, are shifting significant resources to digital outlets.

According to a new survey from BIGresearch, 13.2% of Adults 18+ own a BlackBerry, 11.3% own an iPhone, 9.3% own a Droid and 5.2% own an iPad. With approximately a third of the U.S. adult population using smartphones and other mobile devices, marketers need to understand the digital habits of these savvy consumers. BlackBerry, Droid, iPad, iPhone and even eReader Owners are more likely to be engaging in social networking, online shopping and downloading music/videos compared to the average consumer. Over half (51%) of eReader Owners regularly shop online for fun, and all types of mobile device owners appear to conduct more research online prior to purchasing in a store. After researching and shopping online, the next step is to share with family and friends, and mobile device owners are more likely than the general population to seek out and give advice about products or services.

While mobile phones continue to increase share of voice and share of image capture, the dedicated camera remains the image capture device of choice by most consumers, according to leading market research company The NPD Group’s December 2010 Imaging Confluence Study. The device with the largest percentage of all photos taken was the digital still camera, at 51%. Demographics play a factor in which device consumers choose for image capture. 13-17 year-olds reported taking 54% of their photos with a mobile phone and 36% with a camera, while Moms reported taking 40% of their photos with a mobile phone and 55% with a camera. “Imaging marketers should capitalize on the need for better and more creative editing, sharing, archival and printing,” said Liz Cutting, executive director and senior imaging analyst at NPD.”

Today’s kids are practically born wired. The internet accompanies kids wherever they go as the mobile universe continues to grow, including MP3 players, handheld video games, tablets, readers, laptops and more devices on the horizon. According to new research from eMarketer, the number of internet users in the U.S. ages 11 and under will climb from 20.2 million in 2011 to 25.7 million by 2015. “Kids represent a new generation of consumers who are more connected and reachable,” said Jared Jenks, eMarketer analyst and author of the new report “Demographic Profile—Children.” “But they grow more distracted—and hence unreachable—with every new connection. Breaking through the noise will mean speaking to them on their media and their terms.”