Smartphones are a part of consumers’ everyday lives now

Forrester Research
"How Consumers Discover New Brands, Products, And Services," Forrester found that U.S. online adults who own a smartphone are significantly more likely to actively seek information about brands, products and services than those who do not own a smartphone. The results show that 57 percent of smartphone owners actively seek out new product information compared to 41 percent of non-smartphone owners.

The report finds that there is a clear opportunity for companies to use mobile marketing to bring relevant new brands, products and services to consumers' attention. 

Forrester found that 79 percent of consumers conduct Internet searches via search engines to find new products, 32 percent view general online ads, 30 percent look at online consumer review sites, 23 percent read and post messages on Facebook, 23 percent see ads on Facebook, 17 percent use coupon apps and services, 7 percent read and post on Twitter, 7 percent see ads on Twitter, 6 percent read and post messages on Pinterest and 4 percent see ads on Pinterest.
The most popular discovery methods for word-of-mouth channels are online review sites, with 81 percent actively seeking this information doing so in this way while 72 percent speak with people and 69 percent seek out online customer communities.

For marketers, the results point to the need to be relevant and to be in the right place at the right time with the right message with their mobile efforts.

How are you using mobile marketing for your business?