“Compared to feature phone users, smartphone users are most impacted by mobile campaigns, according to the December 2010 SMART Report from Millennial Media,” reports MarketingVox. “Smartphone campaigns have 39% effectiveness in this area, about 39% more than the 28% effectiveness of feature phones. In addition, smartphones are 30% more effective than feature phones in the area of unaided awareness (17% compared to 13%), and 25% more effective in purchase intent (15% compared to 12%).” The question: Is it the phone as implied in this posting by MarketingVox or is it the type of individual who uses the smartphone versus the one who uses a feature phone?
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