Page 271 - Foundations of Marketing

238 Part 3 | Customer Behavior and E-Marketing

Figure 9.2 Smartphone Ownership by Age

80%

70%

60%

50%

40%

30%

20%

10%

0%
18–24 25–34 35–44 45–54 55–64 65+
mobile application A software Age Range
program that runs on mobile
devices and gives users access Source: Pew Research Center’s Internet & American Life Project, April 26–May 22, 2011, and January 20–February 19,
to certain content 2012, tracking surveys. For 2012 data, n = 2,253 adults and includes 901 cell phone interviews.

• Mobile applications: Mobile applications are software
programs that run on mobile devices and give users access
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to certain content. Businesses release apps to help con-
sumers access more information about their company or
to provide incentives. These are discussed in further detail
in the next section.

Applications and Widgets

Applications, or apps, are adding an entirely new layer to
the marketing environment, as approximately half of all
American adult cell phone users have applications on their
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mobile devices. The most important feature of apps is the
convenience and cost savings they offer to the consumer.
Certain apps allow consumers to scan a product’s barcode
and then compare it with the prices of identical products
in other stores or download store discounts. E*Trade has
created a mobile app called E*Trade Mobile that allows
consumers to check a company’s performance. As the
advertisement demonstrates, using E*Trade Mobile enables
Courtesy of E*Trade pany’s performance on iPhone and Android devices. The
consumers to scan a company’s barcode and view a com-
average smartphone now has 41 mobile apps, up 28 percent
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from the previous year.
To remain competitive, companies are beginning to use
E*Trade’s mobile app allows consumers to check a company’s mobile marketing to offer additional incentives to consum-
financial performance by scanning a barcode to assist them with ers. International Hotel Group, for instance, has both a mobile
stock purchases. website and a Priority Club Reward app. As a result of its

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