 Local Commerce Monitor Wave 15: MLM Drilldown
Steve Marshall, 3/16/2012
EXECUTIVE SUMMARY:
This report contains data from our most recent Local Commerce Monitor survey Wave 15 (Q4 2011) and is specifically tailored to clients of Mobile Local Media. Among the key findings:
- Overall, the Wave 15 findings on the use of mobile advertising/marketing by SMBs are not much different from the findings a year ago in Wave 14. Neither wave shows much traction for mobile with SMBs. (A notable exception to this are social media, which are not mobile-specific but are heavily used from mobile platforms.)
- For better or worse, the metrics for mobile were fairly consistent, in terms of level of usage, performance assessments and usage intentions: Mobile just hasn’t yet reached “airspeed” with the broad base of SMBs.
- Of course, mobile has already gained a solid foothold in specific verticals (e.g., restaurants, entertainment, amenities). Since our sample broadly covers dozens of categories, the findings aren’t affected much by a few verticals.
- Going forward, we believe we will see a significant rise in the numbers for mobile, although it’s hard to say when; it doesn’t look like this is just around the corner.
- Looming behind mobile, are a couple of very powerful drivers that bode well for its long-term future: The enormous growth of smartphones (currently at 53 percent of U.S. mobile subscribers, according to Nielsen) and the fundamental desirability of phone calls as a source of leads for SMBs.
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