Smart Phone Share Shifts

It isn't news anymore when smart phone sales grow. What is probably a more-watched indicator is shifts in sales share. In that regard, Gartner reports that in the first quarter of 2011, Nokia’s share has dipped to 25 percent, Samsung is down to 16 percent, and LG dipped to 5.6 percent.

Apple had 3.9 percent share, Research in Motion had three percent, HTC had 2.2 percent, Motorola had 2.1 percent, and Sony Ericsson had 1.9 percent.

Apple and HTC are among handset manufacturers whose share has grown, relative to the same quarter of 2010. Nokia is the biggest loser.

Mobile market grew 19% year over year in Q1

Amazon.com Now Selling More Kindle Books Than Print Books

Since July 2010, Kindle book sales have surpassed hardcover book sales, while Kindle books overtook paperback books early in 2011, Amazon.com says. Less than four years after introducing Kindle books, Amazon.com customers are now purchasing more Kindle books than all print books.

As with the growth of streaming views of Netflix content, the shift is simply one more brick in the foundation of online media, online commerce and mobile content consumption.

Amazon.com Now Selling More Kindle Books Than Print Books

Mobile's share of email up 81% since October 2010

The share of emails accessed by mobile devices increased by 81 percent from October 2010 to March 2011, according to a survey by Return Path.

Sixteen percent of emails were accessed via mobile devices in March 2011, up from 9.2 percent last October, according to the survey. Web mail accounted for 48 percent of all emails accessed in March, while desktops represented 36 percent of activity.

Mobile's share of email up 81% since October 2010

What Marketers Can Learn from Consumers’ Sharing Habits - eMarketer

Paul Adams, global brand experience manager at Facebook, said that the average person has four different friend or influence groups. Each has an average of 10 people and they are based around life stages, experiences or hobbies.

“We are highly influenced by people who are up to three degrees away from us,” he said, which presents a tremendous word-of-mouth marketing opportunity via social sharing.

By studying the ways in which consumers share content online, marketers can determine the best ways to reach consumers and make an impact on social sites or via advertising.

Additionally, the study found that 60 percent of shares were links to published content, such as a news or media site. Meanwhile, 36 percent of shares consisted of embedded content, such as branded experiences on a social network, enabling users to share content without leaving the platform or social network.

What Marketers Can Learn from Consumers’ Sharing Habits - eMarketer

Embracing Shorter Attention Spans

Shorter attention spans are having a profound impact on marketers, who have to work harder to win and sustain attention, and have to get to the point right away.

Steve Rubel of PR firm, Edelman, recently gave a speech on how brands can gain authority in an age of digital information overload. The point is that attention now has be earned, because it is harder to buy.

We used to think of brand trust as a necessary condition for believability. Now it is a necessary condition to be heard at all. Marketers are spending more time thinking about how they can be authentic and add meaning to their marketing, and less on how to "break through" with a message.

A tactical corollary is that messages have to make their key points right up front, clearly and unmistakably. Recent studies of video consumption show, for example, that users will not watch much more than about two minutes of any typical video, and most often do not watch an entire video.

So content and other marketers have to make their points quickly, and upfront.

Embracing Shorter Attention Spans | Millennial Marketing

Shorter attention spans are also forcing brands to pare down their messages. In today’s brand strategy, mantras and vision are more useful than sentence-long positioning, especially if that positioning has more than two benefits.

U.S. Smart Phone Penetration 36%, Tablets at 5%

Tablets, though multi-purpose devices, seem to be driving digital content consumption in new ways. Consumers who use tablets watch more video and read books, according to Nielsen. They also are more accepting of advertising and are more likely to make a purchase after viewing an ad, than users on smartphones or other devices.

Nielsen’s survey also showed that tablets had the highest proportion of people using the device while watching TV: 70 percent. The next-highest simultaneous TV usage was with smartphones, which proved to be the most-used device in almost all other scenarios presented by the researchers (the exception was bed, where eReaders won out).

Study claims telcos can overtake cable

With the caveat that consumer satisfaction scores are not always an especially accurate predictor of consumer behavior, a new consumer satisfaction study by the Cloes Fornell International Group suggests that consumers will consider a service bundle sold by a telecom company over one sold by a cable company.

The study was conducted by Michigan-based CFI Group. It finds higher customer satisfaction scores for telecom players, based on their history of providing better customer service, said Phil Doriot, one of the study’s authors.

That is consistent with other studies, but might be of limited predictive value. Cable "satisfaction" scores generally are low, but that has not lead to wholesale abandonment by consumers, even when satellite and telco alternatives are available.

"Not so happy" does not lead directly to switching behavior, it would seem.

Study claims telcos can overtake cable