Now that U.S. household penetration of smartphones has topped 50 percent, that’s...
Now that U.S. household penetration of smartphones has topped 50 percent, that’s “created all kinds of confidence and interest with consumers in terms of the ways that they're going to use their phones,” John Gerzema, executive chairman of New York-based…
Sign up for a free preview to unlock the rest of this article
Timely, relevant coverage of court proceedings and agency rulings involving tariffs, classification, valuation, origin and antidumping and countervailing duties. Each day, Trade Law Daily subscribers receive a daily headline email, in-depth PDF edition and access to all relevant documents via our trade law source document library and website.
Brand Asset Consulting, told the CEA Industry Forum in a keynote speech Monday. Brand Asset Consulting surveyed tens of thousands of consumers for a new study into intended smartphone use, said Gerzema, whose firm has performed brand-oriented research for many major companies. When consumers were asked how they plan to use their smartphone in the next six months, two-thirds said they would use it to check their account balances or pay bills, while nearly half said they would use it to search for coupons or deals, or for transferring money between accounts, he said. “So there seems to be tremendous interest and excitement that this is not just a phone anymore, it’s a super-smart device.” Smartphones have their “limits,” judging from the prevalence of consumers who say they still prefer using a conventional laptop or desktop over a smartphone or tablet when researching an expensive or complicated purchase, Gerzema said. “There’s only 10 percent of the ad spending on mobile, with respect to the mobile behavior that’s out there,” he said. “So from a marketing standpoint, you're not seeing equilibrium between the marketing investment that most manufacturers and most companies are making in mobile and how people are actually using it. Mobile is taking off in a huge way, but the marketing investment is not there,” based on how much is being spent on ads, Gerzema said.