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14% Prefer Shopping on a Mobile Website

14% of Americans showed a preference for shopping on a mobile website via their smartphone.  9% prefer shopping on a mobile website via a tablet.  4% each prefer shopping on an app on a tablet and the same on a smartphone.



Percent Share of Browser and App Users Among Total Mobile Audience

According to comScore MobiLens (3 month average ending Dec-2011 vs. Dec-2010), by the end of 2011, more than 127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through their mobile browser or applications. Both regions saw nearly 30 percent increases in these audiences compared to previous year since smartphone adoption and growing application options fueled a surge in application users.  In December 2011, 47.6 percent of the total mobile audience in the U.S. used apps, an increase of 13.3 percentage points, while 47.5 percent used mobile browsers, an increase of 11.1 points. In Europe, 38.2 of the total mobile audience accessed mobile media via application, up 10.1 percentage points, while 38.1 percent used their browser (up 9.2 points).


ESPN Scores with Mobile Web Site


Online Media Daily recently spoke with David Coletti, vice president, digital media research and analytics at ESPN, to find out more about how the cable network’s viewership is playing out in mobile, and what it means for advertising.

Coletti gave some interesting and powerful statistics in regard to the use of the ESPN mobile web site and the ESPN app.

ESPN app now rivals the dot com and still has considerable room for growth.

ESPN app now rivals the dot com and still has considerable room for growth.

“Overall, our mobile usage is extremely strong and growing at an incredibly rapid pace. I had mentioned on the recent Nielsen panel that the last two Sundays in September, we had 10 million people come to the ESPN mobile Web site, and each of those Sundays, we had about 13 million people come to the traditional site. Which is a remarkable parity of scale for a platform like mobile that still has a lot of room for growth.”

And in regards to apps, Coletti had this to say.

“We’re seeing extremely rapid growth on the app side of things. For example, in September, our Score Center app, which is our main app across iPhone and Android, we had about 3 million people per day on average across the month. And that was up 100% from a year ago. Between our mobile Web and our mobile apps in September, we had 104,000 people per minute using one of those platforms. To contextualize that, if you stack that 104,000 people per minute up against the way Nielsen measures cable television, that’s a larger audience than 31 ad-supported cable networks. I find that amazing.”


How Generation Y Accesses Newspaper Content

Generation Y encompasses 70 million Americans born between 1977 and 2002.  Here is how those teens and young adults access newspaper content.

  • Online — 65%
  • Print Newspaper — 19%
  • Mobile — 12%
  • E-Reader — 2%
  • Don’t read newspapers – 2%

When it comes to reaching Generation Y, it is increasingly important to offer your newspaper on a mobile web site.  At 12% and climbing, reaching young adults with a mobile version of your newspaper is becoming more and more important.

(Source — Editor & Publisher; April, 2010)


Jim Stutzman Chevrolet-Cadillac Drives Auto Sales with Cars2Go

Like many GM auto dealers in recent years, Jim Stutzman Chevrolet-Cadillac has not had an easy road. But, it hasn’t kept the affable Stutzman from continuing to persevere and move his Virginia auto dealership forward during difficult economic times by continuing to utilize innovative advertising methods and thinking outside of the proverbial “box.”

Of course, it doesn’t hurt that the 51-year-old Stutzman has a new media star in his office either, 23-year-old son Bryan, a recent graduate of West Virginia University who is following his father’s and his grandfather’s lead as a third generation employee in the auto business.

“I like to think I keep up with new things pretty well,” said Jim Stutzman who uses a Blackberry, owns an MP3 filled with tunes ranging from Stan Kenton and Patsy Cline, to The Beatles, Pink Floyd( and of course…Jimmy Buffett), and is an albeit-infrequent user of social network sites Facebook, Plaxo, and Linked In. “But, Bryan has taken our social media and mobile ventures to a new level that I would not have been able to do.”

After graduating from college, Bryan began working in the general accounting office- a good grooming ground for the young man who may one day allow his father to spend more time on the golf course and traveling to away Redskins games rather than agonizing over unsold inventory and how to compete with cheaper imports. The younger Stutzman set up a Facebook account for the dealership linked in with their website, manufacturer, and Washington Marketing Association. The immediate interaction with customers is invaluable and the dealership has sold several vehicles simply by having the ability to be responsive to customer needs and fulfilling their need.

Until recently, the dealership had spent some time promoting on the internet, but almost none with the emerging mobile internet and mobile marketing. It had run one text message promotion, but the results were not overwhelming. That’s when it learned about Advanced Mobile Solutions and its Cars2Go product.

Cars2Go bills itself as the only complete mobile solution for the auto industry. With the Cars2Go “Triple Play,” auto dealers are supplied with a mobile website, text message marketing solution, and an app. The investment? $750 per month.

Jim Stutzman Chevrolet is now working on increasing its mobile database of potential users through thetext message marketing tool. In its advertising, the dealership asks customers and prospects to text a keyword to a short code (Text Stutzman to 50123) to receive items like discounts on oil changes. When the prospect participates in the interactive text message campaign, he or she has then “opted-in” to the mobile database and Jim Stutzman Chevrolet-Cadillac has the ability to send them broadcast text messages in the future. Such broadcast text messages might be to notify the customers of upcoming sales, special offers, or new model releases.

“With mobile regulations, we can’t just spam people with our text messages,” said Bryan Stutzman. “But, if they opt-in, we are able to keep them informed of what is going on at the dealership. This is why we find it works better than email does.”

The other thing that Stutzman likes is that Cars2Go allows consumers to search the entire inventory of his dealership from the mobile website or the app. The mobile phone user is able to see detailed information about the cars plus images. “It enables those people who like to window shop on Sundays to see what we have available,” added Jim Stutzman. “Our sales team can then follow up directly with the prospect.”

One thing about mobile apps is that most apps are only used for a short time and then just remain on the phone unused in the future. You could see where this might be common with an auto app; after all, once the new car buying process is over, what is the real incentive to continue using the app? The app from Cars2Go solves this by offering tools that will keep the user involved with the app and keep Jim Stutzman Chevrolet-Cadillac in the forefront of the user’s smart phone.

“We have added some cool auto-related tools on the app to keep users involved with the app other than just through direct dealer promotions,” said Bret Dunlap, president of Advanced Mobile Solutions. A Meter Minder feature, for instance, will remind the driver when the parking meter is about to expire.

The app will also utilize its GPS to help find the car in a large parking lot at a mall or stadium. “That would have helped me at Fed Ex Field this season,” said Jim Stutzman who is a Redskins season ticket holder.

Stutzman believes that his new mobile marketing tool is not lost on auto buyers and will help drive more car sales to Jim Stutzman Chevrolet-Cadillac. “Let’s face it, everything is moving to the mobile phone so why should car buying be any different?”

Stutzman’s auto dealership is certainly on the move. Now, his marketing is too.

Jim Stutzman Chevrolet-Cadillac has been serving the Winchester, Virginia area since 1980. Jim Stutzman has been CEO since 1995. In 1998, Jim Stutzman Chevrolet-Cadillac was recognized as the Outstanding Small Business by the Winchester, Frederick and Clarke Chamber of Commerce.

Bobby Bentz is co-owner and Director of Marketing of Advanced Mobile Solutions—a mobile marketing company that provides mobile solutions to retailers, advertisers, and media. The suburban Philadelphia mobile marketing company recently celebrated its 500th sale of its Cars2Go product to auto dealers. As for Bentz, he’s just happy that he can find his car at the mall now.

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