Mobile New Year resolutions

Whilst at a personal level it looks as if over 25% of us will be using our smartphones and tablets to reinforce our resolutions only three of the FTSE 100 companies are prepared for the mobile revolution!

A company from the goprosper  (which is one of our resolutions!) stable in the US Prosper Mobile Insights surveyed over 300 people in December and found that 26.6% (29.4% female / 23.6% male) of them were going to use their mobile devices as backup for their resolve!

Major assistance was deemed necessary in the following areas:

  1. Being on time (calendar/alarms): 74.9%
  2. Keeping in touch with people: 64.6%
  3. Budgeting: 48.6%
  4. Reading more: 41.9%
  5. Counting calories/eating healthier: 40.6%
  6. Organization (lists/notes): 40.5%
  7. Stress relief: 33.9%
  8. Couponing: 33.1%
  9. Fitness tracking: 28.0%
  10. Meeting new people/forming relationships: 21.5%
  11. Quit smoking: 19.3%
  12. Other: 1.3%

On the Plan to do more often in 2013 vs. 2012 front the noteworthy responses we thought were:

  • Use free apps: 41.7%
  • Communicate with loved ones using my device: 40.5%
  • Spend time using my smartphone/tablet: 34.7%
  • Shop on my device: 23.6%
  • Use my device to make payments: 23.0%
  • Play games on my device: 19.9%
  • Integrate my life with my device: 19.3%
  • Buy apps: 10.9%

The differentiation between our first & last is a significant 30.8%. Longer term we think the move will be towards the paid for/subscription apps but it looks as if there is a way to go yet!

In a rather technical release (pdf) on their research for the Financial Times, whose article is  normally behind their paywall,  Incentivated  conclude that of the FTSE 100 companies very few are mobile ready.

They use three objective criteria in their analysis:

  • “whether a mobile search is automatically detected and directed to a mobile site (or served a meaningful responsive design)
  • whether the page size is small enough to load quickly on a 2.5G or 3G network (i.e. an element of server-side responsiveness or ‘RESS’ to reduce payload)
  • and whether the site is optimised to work across multiple mobile platforms such as Android, Windows and Blackberry rather than just iPhone alone”.

and two subjective ones:

  • “whether the site contained useful content or was just a blog or similar short-form content such as a list of links to un-optimised desktop content
  • and whether there was branding in place.  Mobile real estate is just as valuable as anything else and some businesses have shown that a small screen-size is no limit to creativity”.

Few high scorers were discovered with Marks & Spencer coming out on top with 4/5 and BT & J Sainsbury’s being credited as “Technically good.” Outside the FTSE 100  Gatwick Airport gets an honourable mention.

So their conclusion is there’s a long way to go for virtually all the FTSE 100 companies. We shall see.

We are convinced that the top three most important corporate (retail/consumer) resolutions for 2013 should be:

1 Mobile
2 Mobile
3 Mobile


Prospect Mobile Insights™ survey

The December mobile survey included 331 smartphone and tablet users from the SSI Panel who completed the survey on their devices. 161 respondents were male while 170 were female, and the average age of the sample was 47. The survey was collected from 12/19 – 12/21/12 and the margin of error is +/- 5.4%.

Incentivated’s research was conducted in November 2012.

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