Business users rank their favourite smartphone functions
Zinc survey tracks mobile telephony trends
Mobile phones started out as strictly-business communication tools, and they still do perform those important tasks, but as the devices have evolved - getting smarter and more versatile - there were some surprises in what those business folks are buying into:
- Text messaging: Texting still tops the smartphone functionality list - ranking first by about 76% of users in all online segments - but in 2011 it showed relatively flat growth. The sole exception was an unexpected spike in useage among business users - up 22% over 2010 levels;
- Game apps and music/digital media: Business users reported increases of 15% and 15% respectively in these decidedly un-businesslike categories. Watch for telephony marketers to start lightening up in their targeting and messaging strategies;
Mobile telephony came into existence to meet the needs of business users, and even as consumers have jumped onto the mobility bandwagon - and spurred the phenomenon to ever-greater heights - the business market is still coveted by all telephony providers. What the Zinc survey suggests is that the smartphone revolution is breathing fresh new air into the business market just as much, and in some cases even more, than it is among consumers.
- Review/advice: Business users are going online more frequently to look for product and service reviews and other information - 23% more than in 2010 - and now they're using their smartphones to get there. Providing such content online, or advertising on popular information sites, could help telephony marketers reach business users and engage with them more meaningfully.
In the next article in this series, a closer look at social users.
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About the survey
The Bridge is a syndicated survey established in 2007 by Zinc Research in partnership with Ottawa-based Dufferin Research. It uses a sample of 1,200 online respondents that accurately reflects Canada’s online population both geographically and demographically. Since its inception, the survey has collected ten tracking waves, the most recent of which was completed in July 2011.
About Zinc Research
Founded in Calgary in 2006, Zinc provides online and onsite quantitative and qualitative market surveys and analysis for regional and international private and public sector clients throughout North America. Founding president Brian F. Singh is a market researcher and economist with over 20 years of experience. He has worked as an advisor and project manager in a broad range of industry sectors, including tourism, the environment, engineering, retail, financial services, demography, health and wellness, and information technology.
For more information on The Bridge and other surveys and research services, contact Zinc president Brian F. Singh.