Interesting information has recently been published which provides further proof that smartphones have become the first and last device that consumers look at in the day.

London-based mobile ad network Adfonic has released a study about the hourly click patterns of smartphone users, which can help advertisers target ‘temporally”.
 

By studying the hourly click patterns of smarthphone users on their network, Adfonic have shown that traffic starts to build from 6 pm, continues rising through the evening before peaking at midnight. There is a similar usage peak in the early morning.

Interestingly both these periods coincide with traditional dips in online traffic showing that mobile is, for brands, a clear opportunity as well as a good compliment to an online campaign.

“Analysis of our data shows that among iPhone, iPad and other smartphone traffic, there is a growth in ‘sofa’ and ‘bed’ surfing. Many seem to prefer their smartphone - to engage with social media or to download apps for example - to a good book when they go to bed,” says Paul Childs, chief marketing officer at Adfonic.

The study also found that consumer use of their smartphone varied during these two periods; with most connecting via Wi-fi in the evenings resulting in a higher level of app downloads. This is opposed to the morning peak which involved much more 3G connection and less app downloads suggesting that consumers where on the move.

“As people switch off from TV advertising and spend less of the evening in front of a PC, smartphone and tablet devices are becoming the mediums of choice for spontaneous internet access. They also open up exciting new opportunities to cross-link TV and online campaigns with mobile devices and content.” said Childs.

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Mobile Shopping On The Rise Says PayPal Data

Who Relies Most on Smartphones for Shopping?

Women, young people and ethnic minorities will do most mobile shopping

Mobile phone users will be taking advantage of their devices en masse this holiday season to aid the multichannel shopping experience, building up their mobile shopping habit for the year to come. According to Google, 78% of smartphone users are at least somewhat likely to download or use a mobile app for holiday shopping, with price comparison the biggest draw.

A survey by mobile marketing agency Briabe Media of mobile users in the MocoSpace mobile social networking audience found that a similar 76% of respondents considered their phone at least somewhat important for their holiday shopping this year.

Women placed a greater weight on using their phone for holiday shopping, with more than a third saying it was very important, compared with 28% of men.

Mobile shopping habits also split across racial and ethnic lines. Asian, black and Hispanic respondents were all at least 12 percentage points more likely than whites to place any importance on their phone for shopping. The differences were even more dramatic among respondents who classified their phone as very important: 40% of black respondents said so, compared with just 24% of whites.

Age had a smaller effect on results, with teenagers predictably more interested in mobile shopping. But with 79% of teens saying their phone was at least somewhat important, they were not too far ahead of adults over 30, 74% of whom said the same.

The top use of mobile phones was for product or pricing information before the shopper entered a store (62%); fewer respondents did comparison shopping on their phone while they were in a retail outlet (46%).