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1、2018年美国手机用户报告2018 US Mobile Consumer Report2018 US MOBILE CONSUMER REPORT1Our FindingsAccording to the 2018 Vibes US Mobile Consumer Report, people are defaulting to mobile more than ever before to engage with brandsfrom shopping via mobile wallet to receiving personalized messages to activating cus
2、tomer support via chatbots. For this years report, we surveyed 1,000 smartphone owners to understand the most compelling trends in mobile usage so digital marketers can create the mobile experiences todays consumers expect from brands. Through our findings we found that customers want to use mobile
3、to engage with brands, but they expect even more personalization and specialized incentives to stay engaged. Marketers should continue to invest in mobile marketing strategies such as promotions, loyalty and new messaging apps as these are steadily growing in adoption and popularity. We invite you t
4、o read these important consumer insights so you can quickly apply these learnings as you continue down your mobile marketing journey.Table of Contents05 _Mobile Messaging & Chatbots25 _Key Takeaways15 _Mobile Loyalty & Mobile Wallets26 _How to Get Started22 _Privacy & Personal Data28 _MethodologyMob
5、ile Messaging & ChatbotsWHAT YOULL LEARNConsumers expect value from brand messaging, such as incentives, offers and loyalty rewards Dont bombard consumers with un-targeted/irrelevant messages123Messaging is the answer to app overload4Perceptions of chatbots and why consumers like them2018 US MOBILE
6、CONSUMER REPORT4Lets Make A DealSmartphone owners enjoy mobile messaging and push notifications, and find them useful and helpful. 61% subscribe to mobile messaging because of incentives or coupons, and 55% because of loyalty rewards points. Females are especially interested in incentives (67%). Mil
7、lennials are also driven to subscribe by exclusive content (35%) and store news (29%). Gender differences also exist in the type of contentmales are more interested in hospitality and entertainment messaging, while females are more interested in retailer messaging. Brands should consider the primary
8、 benefit of mobile messaging to be coupons & customer rewards, but also offer information, sneak peeks and news. Recruit consumers to opt-in through websites, at point of purchase either online or in-store, or through an email US MOBILE CONSUMER REPORT5REASON FOR SUBSCRIBING TO MOBILE MESSAGES61%Inc
9、entives or coupons(, special sale promotions and deals)55%Loyalty(, rewards points)42%Informational or product updates(flight notifications, account balances, shipment information)26%Store news and events(, information about new store locations, special events being held at select stores, etc.)22%Exclusive content(, sneak peeks of new products or deals, etc.)15%Not applicable(I dont subscribe to any)2018 US MOBILE CONSUMER REPORT6
