In recent years, several studies have demonstrated a clear relationship between mobile users and targeted traffic to stores and restaurants. The latest Mobile SMART report, developed by Millennial Media, underlines how stores and restaurants are striving in the mobile arena in the hope of reaching current consumers.
Millennial Media’s November SMART study shows a clear relationship between mobility and the restaurant / retail vertical segment. This segment was the third largest in the Millennial platform during the first six months of 2012, with a monthly growth of around 11%. A significant number of store / restaurant campaigns (44%) included a store locator as part of the message.
Other interesting findings included in the study were:
- 36% of the campaigns (Restaurant & Retail) included some kind of mobile commerce element as a post-click action.
- 60% used some type of location
- 30% of the campaigns had to do with clothing stores.
Telecommunications and Finance were the other two most important vertical segments within the Millennial network.
The increasing level of engagement of mobile consumers is one of the reasons behind the entry of small businesses in this market.
New data suggest that small businesses will increase the use of mobile tools by 81% at New Year’s Eve parties.
“Mobile technology offers very competitive advantages for small businesses. Accessibility, convenience, affordability, among others. But until small entrepreneurs receive adequate training, they will not be able to take full advantage of new technologies, “said Chris Litster, vice president and general manager of Constant Contact.
Recently another report related by Technomic showed how consumers increasingly use their smartphones to choose where to eat.
Among the activities that the Internet users do, related to the hotel sector, the menu is the most common for public of all ages, with a greater representation by young people (32%), 17% of those belonging to The generation X and a scarce 8% of the baby boomers.
Customers also order via mobile. This is a very common feature among fast food restaurants, which already takes advantage of 1 in 4 consumers, according to a survey conducted in September by Prosper Mobile Insights.
For its part, 6 out of 10 users interviewed recognize that this possibility of ordering your order in advance has improved their user experience, at least a little. This percentage includes 29% of the total, which states that their experience was very satisfactory.