Local Commerce Monitor Wave 15: MLM Drilldown
Steve Marshall, 3/16/2012
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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