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[DATA] MIG Reveals Mobile Trends & Expectations for 2012

Emma SR. Marketing Mgr | Velti UK
March 14, 2012

Over 500 of MIG’s customers participated in a mobile survey, representing brands, agencies and technology providers across multiple sectors including automotive, aviation, charity, retail, energy, oil and gas, FMCG, gambling, government, handset manufacturers, industry associations, insurance, media, broadcast and entertainment, Mobile Network Operators (MNOs), property and publishers.

Only a 2-question survey, find out in more detail the recently released results, and find the full report here!

Q1 – What do you think will be the biggest trend in mobile in 2012?

Q2 – If you could ask the mobile industry one question, what would it be?

mCommerce and Payments

  • 23% see mCommerce as the main mobile trend going forward in 2012
  • 62 % of retailers see mCommerce as a strategic priority for their business in the next 12 months

Moreover, beyond applications and HTML5, retailers cite mobile payments in general and NFC (30%) and mobile marketing techniques such as mobile CRM, Augmented Reality and Loyalty schemes (30%) as central to their 2012 mobile strategies.

Mobile Marketing

Mobile marketing is also expected to be an industry-hot button throughout 2012 with 23% of all survey respondents indicating that this will be a significant focus for their businesses going forward. The 23% breaks down as follows:

Mobile and Social

3rd main trend: a growing interest in mobile and social media–in particular, how mobile enhances the social experience.

11% of all respondents indicated that mobile social media would be a key driver going forward. Most interest surrounded Facebook and how people will use it with retail, TV & consuming related content.

  • This echoes major MIG research findings from 2011, which investigated the deep connections between mobile, TV and social media–in particular, how consumers multi-task whilst watching TV and over which payment channels they prefer to purchase participation services such as voting and competitions. This research concluded that interactive events via Facebook are expected to generate $51.7 million (£32.04 million) in the UK in 2012 and $2.9 billion globally by 2016.

Barry Houlihan, GM of MIG said: “The findings from our initial customer survey backs up our thinking and we’re not surprised to see mCommerce and payments, mobile marketing and mobile social media top of the agenda for 2012. Many participants in our survey want to know what the mobile industry will look like in 3-5 years time. To have our thoughts on this validated by some of the world’s leading brands demonstrates our understanding of the market place and where the industry is heading.

We’re in the process of analysing some in-depth brand and consumer research which covers multiple sectors including retail, finance, FMCG, MNO’s, gaming, automotive, travel and sports and leisure; plus multiple territories – We’ll share the resulting white papers and key findings with the industry later this spring.

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