A study of consumer mobile behaviour from mobile messaging and intelligence provider Dynmark shows that despite the general perception of iOS being the most engaging operating system for consumers, it actually falls some way behind its rivals across the majority of industry sectors.
The report also highlights the scale of the mobile data accuracy problem, confirming that on average 31% of mobile numbers that organisations have for their customers are dead.
The findings are a product of Dynmark’s detailed analysis of more than a billion mobile messaging transactions for some 7000 clients, including many of the biggest retail and gaming brands. Teaming up with partners Usablenet, Acxiom and SDL, Dynmark has shown that benchmark response rates for mobile are twice as high as email, with Windows mobile OS outperforming other platforms in responsiveness. The study also find that 24% of the entertainment industry enjoys the highest mobile response rates, while 50% of mobile responses occur within the first 15 minutes. However, Mobile data accuracy remains a problem despite industry investment.
Dynmark CEO, Paul Putman explains: “The insight that we have presented through this new report and at the launch event is just the tip of the iceberg. Whilst being able to analyse the truth behind consumer mobile behaviour is exciting for us, it is even more exciting to open that knowledge up to the industry through our new suite of Mobile Intelligence Services.”
He continues: “With the growth of big data analysis, combined with the sophistication of heuristic based processing, we are able to aggregate, store and manipulate the detail of the seven million mobile transactions that we process every single day. From this, we have created a vast knowledge bank capable of calculating factual and behavioral intelligence on mobile numbers and the users attached to them.”
Carin van Vuuren, CMO of Usablenet, a global mobile and multichannel technology provider, adds: “This report shows the important role of mobile attracting and engaging today’s customers.”
However, if brands are to develop a next generation mobile strategy that meets consumer expectations for personalised, social and context-rich experiences, it is vital that they have good quality analytics in place to support it. Only then can companies truly make the most of the opportunities offered by the consumer mobile landscape.”
“The Dynmark report is a wake-up call about data quality. Too many brands are getting the fundamentals wrong and too often their message is not reaching the right consumer, or in fact reaching anyone at all. Intelligent Messaging helps brands to address this problem,” adds Stuart Goldsmith from Acxiom.
Rusty Warner, SVP Marketing, from SDL says: “As mobile use becomes more pervasive, organisations should view it as an important component of their omni-channel marketing strategy. Incorporating mobile messaging into existing digital and traditional marketing campaigns offers marketers a unique opportunity to tap into customer behaviour across all channels. The first edition of the Mobile Intelligence Review, offers insight on how marketers can use mobile messaging to develop a deeper understanding around every interaction to better engage customers with relevant, timely and personalised messages across channels and devices.”
Dynmark’s report, ‘Mobile Engagement: The Reality Exposed’ will be available for download via on the Dynmark website from today.
