Fleishman-Hillard International Communications in conjunction with Harris Interactive recently published the 2010 Digital Influence Index, which found that marketers have yet to capitalize on the influence of the Internet and mobile channels when it comes to driving consumer decisions about a range of products and services.
The study also measures several key aspects of consumers’ use of the Internet, from media consumption patterns, to the degree of adoption of various digital behaviors, to involvement with online social networking. Now in its second year, the Index has expanded to include 48 percent of the global online population, spanning France, Germany, the United Kingdom, Canada, China, Japan and the United States. In terms of mobile, the study found that marketers are overestimating what average everyday consumers know about the smartphones they use everyday. Without educating consumers on the potential of new-age smartphones and other devices, the marketing potential will subsequently suffer.
As apps multiply and speeds increase, mobile users snap up smartphones — but realize only a fraction of their potential, the study suggests. Although mobile Internet use is growing, a significant gap exists between the capabilities available to mobile phone users and the number of individuals who actually take advantage of them. In an article on MarketingVox, the author covers a good example of this with eBay’s recent purchase of RedLaser, a mobile application that lets customers scan bar codes in order to list items faster or just compare prices. For those who are tech savvy, use of the barcoding app will come naturally, but a majority of eBay’s users either don’t understand how the technology works, or is to set in their ways to try something new.