Mobile Marketing: An Hour a Day

Key Mobile Activities

You've seen how accessing the Web is a key activity among smartphone users. As background for the chapters that lie ahead, we thought it was important to touch on a few other activities that will come into play as you try to market to your mobile audience.

Text Messaging

If there's one activity that nearly universal among mobile users, regardless of the kind of device they use, it is texting. As you can see in Table 1.3, InsightExpress found that 57.2 percent of all U.S. mobile users text at least once a week; among smartphone users, the rate is 74.4 percent (other studies show even higher figures when activity is measured on a monthly basis). For both feature phone and smartphone owners, texting is the number one activity. ...