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It’s the One Media Device That Really Doesn’t Matter to Marketers

You would think that any report showing a rise in a media device would be of interest to marketers, but it’s not so when you’re talking eReaders. Why? Because eReaders are only just now starting to take on advertising and it’s a case of coming way too late to the party.

eMarketer has a new chart that shows eReader usage is on the rise. There’s no doubt this is true. With Amazon’s Kindle leading the way and the glut of Nooks that turned up under the tree this past Christmas, more people than ever are experiencing the joy of virtual paper. As it goes, the rise in eReader devices has led to a rise in the number of ebooks being published, so the logic is that this trend will continue.

Future’s Digital Profit Nearly Tops Print Decline

It’s coming faster than we expected, that moment where digital magazine sales top those of their print counterpart. Future Publishing showed off their wares this week at PaidContent.org and it’s looking good. “£1.1 ($1.78) million in digital profit, nearly making up for a £1.2 ($1.94) million print decline.” When you think about the fact that tablets are only just beginning to hit the market, the future for Future, and everyone else, looks pretty amazing.

Future Publishing does have a leg-up since their reader base is already tech savvy. They’re the publishers of Mac Life, Xbox Magazine, T3, TechRadar and other music, movie and tech magazines. However, it’s Guitar World’s “Lick of the Day” app that is making a big splash for Future. This is a simple, but useful app that is the perfect add on for the magazine’s print subscribers. By driving them to their smartphones, Future is giving their audience a taste of the digital life and from there it’s an easy hop to the tablet and paying for a digital magazine subscription.

Mobile Insights from Google

It looks like Google really is turning into a marketing company after all. Now they have entered the ‘research as PR’ phase in the process of getting the word out about local and mobile.

Of course, they are just doing what everyone else does and doing it quite well in a study they released last month regarding mobile. The study was brought to my attention from Chief Marketer. Here are a few of the more interesting charts and bits of information.

The first is about activities that mobile users are involved in when using a smartphone.

Of course urgency wins the day with mobile users as well with most of them needing something pretty much right away.

Groupon Now Gives Chicagoans Dinner for a Dollar

In order to promote their new Groupon Now service, Groupon is offering a number of dollar deals for folks in the Chicago area. $1 for $10 meal at Manny’s Coffee Shop and Deli, $1 for $18 at Baba Pizza and Pasta, or perhaps you’d like to pay $1 for beers at Grace Street Tap.

The promotion is running today only, but if it’s successful, it’s likely Groupon will repeat it when they open Now in other cities. It’s also assumed that Groupon is picking up the tab for the discount, but that’s not for sure.

Groupon Now is a variation on the daily deal site that preys on hungry, bored people who don’t want to plan ahead. It’s heavily mobile-dependent, using your current location to offer you deals in your area.

SMB’s Know Mobile but Don’t Use Mobile

How important is mobile to your small business? Network Solutions did a survey and found that while most SMB’s are aware of the possibilities, few of them are actually using mobile for marketing.

The first line item is a tricky one. Text messaging can be seen as an invasion of privacy for some mobile users, so this probably isn’t the best place to start.

Listing your company with a location-based website, however, is a quick way to get a mobile boost. Shoot some clear photos of your business, then spend a few hours setting up profiles with Foursquare, Google Places and Facebook Places to start. This is an easy one and should be way higher than 19%.

Survey Says: Mobile Check-In Users Are More Responsive to Ads

comScore’s MobiLens service has some new data regarding those folks who use their phones to “check-in” and it’s all upside for marketers.

First of all, they concluded that 16.7 million US mobile phone users accessed a check-in service in March 2011. 12.7 of those folks were on smartphones, which is not surprising. Also not surprising is the fact that the majority of the users were between 18-34 years old. Compared to mobile users in general, 23.3% of check-in folks were full-time students and nearly half of check-in users were employed full time.

What’s interesting to note, is that when it came to general mobile media usage, check-in users returned results very similar to early adopters. 40.3% said they read tech news, 28.2% owned a tablet and a whopping 95% use applications or the browser on their phone.

M-Commerce Campaigns Grow 30% Over Last Quarter

It’s time for another MillennialMedia SMART report. Today, we have the full results from Q1 2011 and it’s good news for mobile marketers. What we’re looking at are charts showing the potential actions attached to a mobile marketing campaign. As I understand this, the percentage does not indicate the number of users who availed themselves of those actions. However, it’s likely that there’s a correlation, right? More download options likely means more people are downloading.

Q1 2011

Comparing now (top) with then (below), you can see a nice little bump in M-Commerce from 10% to 12%. Application downloads also got a hefty rise, from 17% to 26%, as did campaigns that result in an enroll or join function. Basically, there was an increase in mobile activity across the board.