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Sep 10th 2013

CrunchBase Launches Mobile Site

We're pleased to announce the launch of a mobile version of CrunchBase for your smartphone!
Now, you can easily search for startups you're following and view general info, people, acquisitions, investments and competitors – all optimized for your mobile phone. You can also easily go to the desktop view to contribute to the database.

Check it out at m.crunchbase.com.

For updates and the latest news from AOL, follow @AOLPR on Twitter.

Nov 19th 2012

AOL's Vicki Draper Talks Mobile-First and Results From Award-Winning Research

There is no denying the growing importance of mobile devices these days – people of all ages, professions and locations are constantly on their phones for work and social purposes. What may not be as obvious is the "why". AOL's Vicki Draper, Senior Manager Consumer Analytics and Research, and Denise Brien, Director of Consumer Analytics and Research, partnered with BBDO to find out. Their study, "Seven Shades of Mobile," just received the annual EXPLOR award, and we thought it would be a perfect time to catch up with Vicki to chat about the study and learn a bit more about her. Here is what they uncovered...

"Having the consumer in mind and being able to engage and meet their needs is critical," says Draper. In her role, Draper conducts and coordinates research initiatives across the organization, which, in turn, helps to position AOL as a thought leader in the industry.

The study was conducted in order to learn more about the behavior of mobile users, specifically smartphone users. "To truly see the deeper motivations behind what people are doing in the mobile sphere. A lot of research is out there on this, but no one answered what we have found on this research," she explained.

Vicki was surprised by three results of this study in particular: "We found out that 68% of all smartphone use was in home - flying in the face of conventional wisdom. Also, we learned that it's not about utility; it's actually much more about 'Me Time' and people spending time on themselves. We found it very interesting that people have different, non–intuitive motivations and paths to get to apps and website in the mobile space. For instance, some people will visit shopping sites on their phones to buy things where others will use shopping sites and apps as a way to relax and get their 'me time'. This has huge implications for the way publishers and marketers program for mobile."

The study has proved to be a trailblazer in mobile research, earning the EXPLOR award last week, at The Market Research Event, for their innovation in technology, as applied to market research. There is only one winner each year for this award and Vicki along with the rest of the team earned this year's title. "Winning this award was my single proudest moment," Vicki said.

In January, Vicki will be presenting Seven Shades of Mobile and several other studies during Engadget's "Tablets of Change" forum at the globally recognized Consumer Electronics Show (CES) in Las Vegas.

What does Vicki do when she's not finding insights? When she's not in the office Vicki finds her enjoyment as a competitive Latin Ballroom dancer. In October, she won first place awards in cha cha, samba, rumba, paso doble and jive at the Paragon Open Dancesport Competition in New Jersey. She also enjoys going on wine tasting vacations and recently traveled with her husband to the Pfalz and Mosel wine regions in Germany.

For additional information on Seven Shades of Mobile click here. To see the full results from the study visit http://advertising.aol.com/research/research-reports/seven-shades-mobile

Jan 10th 2012

Mobile Advertising: Will this be the Premium Advertising Platform?


Advertisers often lump smartphones and tablets into the "mobile" category, but I think we need to focus less on their portability, and more on how these devices are used. A smartphone is constantly connected and is mostly used on the go, whereas a personal computer tends to be more stationary. Plus, people have grown accustomed to the type of ads they see on both of these devices.

A tablet, however, falls somewhere between the smartphone and the traditional web experience one has on a computer. We are still at the very early stages of understanding how consumers are using this device – only 10% of consumers own one, compared to the 44% who own smartphones and nearly 80% who own personal computers. But, Forrester Research projects that U.S. tablet sales will grow from 26 million in 2011 to more than 50 million in 2012.
So what is the right format for this advertising? Is this experience a lean-back and watch interface, or do people expect to engage with ads like never before? Are in app-ads the best way to go? Is it video?

If we look at how consumers use their tablet devices, we know that its main uses are gaming, web browsing and email, with ecommerce quickly gaining an edge. In fact, a recent study conducted by comScore and Jumptap found that 63 percent of tablet owners have made a purchase with their device.

This tells us that their experience is not unlike the traditional web browsing we've seen for years. Our research shows that tablet usage occurs mostly in the morning and evening (50% above day usage), which clearly suggests that PCs are being replaced by tablets. Additionally, tablet users sessions are significantly longer - almost 5X longer - than mobile devices, also suggesting that tablet usage is PC-like.

But what makes a tablet different is the functionality of the device. The touch screen on a tablet is very different from that which ones uses on a smartphone, and is completely different than most PCs. This needs to be the driver of advertising innovation on the tablet.

People aren't looking for a traditional 250x300, click-induced direct response ad – they want to be able to swipe and drag through ads as if they were apps themselves. We need to push ourselves to build not only the technology for a dynamic content experience on tablets, but an incredible ad experience as well.

If you're at CES today, stop by Digital Hollywood at CES at 12 pm PT to discuss this very topic.

Track I - STC7 - SmartPhone & Tablet Conference
Location: North Hall N261
iPad-Tablet-SmartPhone Advertising - the Premium Advertising Platform

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