tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-11-13T10:59:43+00:00 tag:econsultancy.com,2008:BlogPost/69570 2017-11-13T10:59:43+00:00 2017-11-13T10:59:43+00:00 How higher education providers are marketing to new students Nikki Gilliland <p>So, how are higher education providers grabbing the attention of prospective students? Here are four examples and the reasons why they work.</p> <h3>TV partnerships</h3> <p>A recent <a href="http://www.channel4.com/info/press/news/c4-reveals-results-of-biggest-ever-tv-sponsorship-effectiveness-study" target="_blank">study</a> by Channel 4 found TV sponsorship to be one of the most trusted forms of advertising. In a survey, 89% of people said brands that sponsor TV shows are more trustworthy when compared to other forms of advertising, while 76% of viewers see it as a more expensive (and therefore premium) form of advertising.</p> <p>Perhaps this is one of the main motivations for the Open University, who recently announced a six-month marketing partnership with the broadcaster. It has created a number of 60-second ads for <a href="https://econsultancy.com/blog/69187-channel-4-on-the-future-of-tv-personalisation-gdpr" target="_blank">Channel 4</a> (which will also be broken down into 30-second spots for both TV and online channels), with each one detailing the experience of an Open University student.</p> <p>The campaign is part of its ‘Student First’ marketing initiative, which aims to widen reach and increase the number of students of all ages enrolling in courses. The aim of the content is fairly self-explanatory - by highlighting the stories of students and what they have achieved on the back of an Open University course, the ads effectively use social proof to inspire and engage viewers.</p> <p><iframe src="https://www.youtube.com/embed/D_faN57Lxhc?wmode=transparent" width="743" height="419"></iframe></p> <p>But why television, and why specifically Channel 4? </p> <p>It mostly looks to be part of the Open University’s initiative to connect with a certain type of viewer – one who might be more likely to be interested in the organisation, and whose values align with it. It does this by broadcasting the ads before and in the middle of select programmes, such as the Last Leg and Crystal Maze. While these shows are not necessarily educational (compared to Countdown for example), they typically attract a younger and fairly switched-on audience – which is exactly the market Open University is hoping to target.</p> <p>In this sense, sponsorship could be more effective than regular TV advertising, allowing for a more laser-targeted approach – and the brand-broadcaster partnership resulting in increased authenticity and kudos.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Loving <a href="https://twitter.com/hashtag/BluePlanet2?src=hash&amp;ref_src=twsrc%5Etfw">#BluePlanet2</a> and want to learn more about the oceans? Try this free OU course: <a href="https://t.co/zAyYg7tdNE">https://t.co/zAyYg7tdNE</a> <a href="https://t.co/UJG9VdIobN">pic.twitter.com/UJG9VdIobN</a></p> — The Open University (@OpenUniversity) <a href="https://twitter.com/OpenUniversity/status/927274095363928064?ref_src=twsrc%5Etfw">November 5, 2017</a> </blockquote> <h3>Events and expert advice</h3> <p>Universities regularly hold open days to attract new students, however for distance learning and other higher education providers – these events are not so easy to facilitate. This is often because of the absence of campuses or one central location, or because students live too far away to attend.</p> <p>That being said, it’s still possible to harness the power of event marketing. Get Into Teaching, which is a government-run initiative that provides help and advice on entering the sector, largely uses this strategy to increase exposure and connect prospective students with education-providers.</p> <p>It does this by holding events in schools and universities nationwide, offering in-person help and advice to attendees in various key locations across the country. The biggest benefit of this kind of marketing is that it creates a much deeper connection with consumers, allowing them to ask questions and raise concerns – something that online content or advertising does not facilitate. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Questions about your Teacher Training Application? Come and have them answered in Leeds today! <a href="https://t.co/GypaDf6ZXP">https://t.co/GypaDf6ZXP</a></p> — Get Into Teaching (@getintoteaching) <a href="https://twitter.com/getintoteaching/status/926770242537144320?ref_src=twsrc%5Etfw">November 4, 2017</a> </blockquote> <p>With practising teachers there to answer these questions, the events also create positive endorsement and advocacy, transferring the kind of social proof often seen in TV and online advertising into real life. As well as engaging with students, these events can also be beneficial for providers, with schools and universities able to promote their courses at the same time.</p> <p>Lastly, a slight side note on how Get Into Teaching uses Twitter to great effect, promoting its events and reassuring and encouraging users to get involved.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">No! You'll have tremendous transferable skills and experience. Also the assumption you've been there, done it, will help! <a href="https://twitter.com/hashtag/getintoteaching?src=hash&amp;ref_src=twsrc%5Etfw">#getintoteaching</a></p> — Get Into Teaching (@getintoteaching) <a href="https://twitter.com/getintoteaching/status/925086397844910081?ref_src=twsrc%5Etfw">October 30, 2017</a> </blockquote> <h3>Video content</h3> <p>According to research by Hobsons, 83% of prospective international students typically use social channels to research universities, which is an increase of 19% since 2016. This shows how much of an impact social media can have within the sector, and with platforms like Instagram and Facebook dominating usage - how video content can be particularly effective at driving engagement.</p> <p>One university that effectively uses video content is Birkbeck – a University of London college that offers evening classes, as well as options for part time and higher education courses. </p> <p>Its YouTube channel largely separates content into different academic disciplines like Humanities, Law, Science etc. But while this in-depth style of content seems geared more towards existing students, its Facebook channel is much more focused on attracting new ones, using the platform to post videos showing the benefits of studying at the university.</p> <p>One effective tactic is how Birkbeck uses video during key times of interest, such as clearing or when new students are typically registering or applying. This, combined with the short and concise nature of its videos, allows the university to reach people on the social platforms they already use – rather than wait for users to seek out information elsewhere.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBirkbeckUniversityofLondon%2Fvideos%2F10156451975166102%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Mobile apps and memes</h3> <p>For US students hoping to further their education, choosing a university or college isn’t the end of the decision-making process. Often, choosing a major (i.e. the main focus of study within a degree) can be even trickier, leading to a reported 50% of high school students entering college without declaring it.</p> <p>In order to combat this problem, the University of Kentucky developed a mobile app in partnership with Up &amp; Up – designed to help young people feel confident about their choices.</p> <p>Instead of making the process an entirely active one, whereby students would need to trawl through information about each course, the app asks multiple choice questions such as “I’d like to… work with my hands/help others/be creative” – in order to find a major that’s most-suited to the user.</p> <p>As well as being of great value to prospective students, this example also uses gamification elements to make the process more fun and unique, which in turn is likely to stick in the minds of students considering more than one university.</p> <p><img src="https://assets.econsultancy.com/images/0009/0255/Kentucky.JPG" alt="" width="780" height="502"></p> <p>Up &amp; Up, which is a marketing agency specifically for higher education, has also used similar creativity in its work for University of Louisiana at Lafayette – this time in the form of blog content. Recognising that most university blogs feel quite stale and academic, it aimed to refresh UL Lafayette’s content hub to appeal to young, digital and socially-savvy users. </p> <p>By integrating GIF’s, infographics, and <a href="https://www.econsultancy.com/blog/69519-memes-in-marketing-seven-memorable-examples-from-brands" target="_blank">memes</a> into blog articles, it managed to make its content much more clickable, resulting in a 94% increase in application soft conversion rate, and 117% more visitors to the application site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0256/Lafayette.JPG" alt="" width="780" height="446"></p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing" target="_blank">Four examples of brands using educational content marketing</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69369-why-marketers-need-to-consider-the-difference-between-training-and-education" target="_blank">Why marketers need to consider the difference between training and education</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3360 2017-11-13T03:29:19+00:00 2017-11-13T03:29:19+00:00 Advanced Content Marketing Masterclass - Singapore <p>People have learnt to avoid the massive amount of content launched into their digital orbit – screening out a nonstop barrage of sales messages. How can Content Marketing effectively engage and build trust with people online?</p> <p>This two-day Content Marketing Masterclass will enable attendees to build deeper customer relationships, loyalty, and commercial success through content marketing.</p> tag:econsultancy.com,2008:TrainingDate/3357 2017-11-13T03:13:38+00:00 2017-11-13T03:13:38+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:TrainingDate/3356 2017-11-13T03:11:33+00:00 2017-11-13T03:11:33+00:00 Proving Digital ROI Masterclass - Singapore <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:econsultancy.com,2008:TrainingDate/3355 2017-11-13T03:08:47+00:00 2017-11-13T03:08:47+00:00 Social Media & Influencer Marketing – Malaysia <p>This intensive 2-day course is UK’s most popular introduction to social media and influencer marketing course. This is a great place to start understanding the impact of social media like Facebook, Instagram, LinkedIn and Youtube on your business and how to take advantage of these opportunities for your business. Also, develop an online influencer marketing strategy to develop online word-of-mouth.</p> tag:econsultancy.com,2008:TrainingDate/3354 2017-11-13T03:06:13+00:00 2017-11-13T03:06:13+00:00 Fast Track Digital Marketing - Singapore <p>This intensive 3-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.</p> tag:econsultancy.com,2008:TrainingDate/3351 2017-11-10T08:38:09+00:00 2017-11-10T08:38:09+00:00 Artificial Intelligence (AI) for Marketing – Singapore <p>How soon do you need to prepare for artificial intelligence? Artificial intelligence is already here – it’s no longer a futuristic promise. And it’s been here for years. Companies should already be thinking about how they can automate many of their ordinary marketing processes. This is the basic step that every company should take to make themselves more efficient.</p> <p>In this course, we discuss why you should look beyond the hype while learning how to leverage the benefits that artificially intelligent machines can provide. Doing so will empower marketers to establish more personal and relevant interactions with customers, driving ROI and increasing revenue.</p> <p>Artificial Intelligence for Marketing (AIM) solutions can sift through huge data sets much faster than any human marketing team ever could, uncovering hidden insights into customer behaviour, identifying purchasing trends, and revealing critical data points.</p> <p>Ultimately, AIM actually gives marketers the valuable gift of time by automating back-end, complex tasks. It provides them with the freedom to focus on content, creative, and strategy to deliver those personalized customer interactions.But in the meantime, you should track the development of artificial intelligence in your industry.</p> tag:econsultancy.com,2008:BlogPost/69537 2017-11-02T11:52:09+00:00 2017-11-02T11:52:09+00:00 US online sales to surpass in-store sales this holiday season: report Patricio Robles <p>All told, <a href="https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-holiday-survey-report-2017.pdf">Deloitte expects</a> that 51% of the more than $1 trillion in sales that occur in the holiday shopping period will come through online sales, up from 47% last year. In-store sales will account for 42% of total sales, down from 47% last year.</p> <p>Deloitte, which has conducted a holiday shopping survey for the past 32 years, says that the reason for online retail's ascendancy is simple: “online outperforms in-store along critical customer satisfaction dimensions.”</p> <p>These customer satisfaction dimensions consist of ease of searching, product quality, selection/variety, availability of hard-to-find and unique products, and delivery options. In every category, online retail beats offline retail, and handily.</p> <p><img src="https://assets.econsultancy.com/images/0009/0057/deloitte1.png" alt="" width="695" height="460"></p> <h3>Mobile's role</h3> <p>Interestingly, while mobile's growing role in online retail has become evident in recent years, Deloitte's survey found that 83% of holiday shoppers will use a desktop or laptop device to conduct their shopping and 75% will use a device to complete a purchase.</p> <p>Mobile, on the other hand, will be more often used for browsing and comparisons. 59% of mobile shoppers will make a purchase, up from 43% in 2016, but that's still substantially lower than the desktop/laptop figure, suggesting that retailers would be wise to think about how shoppers will be using different kinds of devices and optimizing customer journeys accordingly.</p> <h3>Retailers gear up</h3> <p>Not surprisingly, with online sales making up an ever-larger portion of overall holiday sales, retailers are <a href="https://econsultancy.com/blog/69534-ask-the-experts-black-friday-ecommerce-strategy/">honing their online strategies for the upcoming holiday season</a>.</p> <p>For example, Target, which didn't do as well last year as it had hoped to, has announced that it will hold fewer promotions but aims to make the ones it does hold more impactful. It will also attempt to woo shoppers with convenience by offering free shipping starting November 1, expanding the number of products that are available for in-store pickup, and adding a new mobile wallet to its iOS and Android apps.</p> <p>Target has also revisited its merchandising strategy. As the Star Tribune's Kavita Kumar <a href="http://www.startribune.com/target-plans-fewer-promotions-it-hope-will-pack-bigger-holiday-punch/451980713/">explained</a>, “Target's merchandising teams have assembled about 1,700 products, most of them designed or curated in-house, that will be displayed on about 10 stand-alone kiosks throughout stores. The items, most of them under $15, range from holiday-themed socks to beauty sets to tech accessories.”</p> <p>While it remains to be seen if Target's efforts will help it better compete with Amazon, which <a href="https://www.cnbc.com/2017/10/26/amazon-earnings-q3-2017.html">just reported blow-out earnings</a> for the third quarter, its areas of focus appear to be well-aligned to the customer satisfaction dimensions that Deloitte says matter most.</p> <p><strong><em>For more on this topic, subscribers can download Econsultancy’s <a href="https://www.econsultancy.com/reports/retail-statistics-compendium">Retail Statistics Compendium</a>.</em></strong></p> tag:econsultancy.com,2008:Report/3008 2017-10-31T11:33:00+00:00 2017-10-31T11:33:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69548 2017-10-27T16:26:00+01:00 2017-10-27T16:26:00+01:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>UK marketers eager to capitalise on data pooling</h3> <p>A new <a href="http://www2.criteo.com/vibrant-future" target="_blank">Criteo study</a> has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. </p> <p>Meanwhile, for UK marketers looking to boost multi-channel CX and sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals.</p> <p>UK marketers also appear much more eager to capitalise on pooled data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.</p> <h3>Ad fraud predicted to peak in Q4</h3> <p>According to <a href="https://www.whiteops.com/q4-ad-fraud-surge" target="_blank">White Ops</a>, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses.</p> <p>Analysis of last year revealed that ad fraud spiked to 13.5% between October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/0023/Ad_Fraud.JPG" alt="" width="780" height="379"></p> <h3>54% of travellers want better mobile tech on holiday</h3> <p>New research from <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday.</p> <p>In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile.</p> <p>37% of travellers also want a mobile digital hub containing all the travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.</p> <h3>Seasonal product marketing generates 10% rise in email open rates</h3> <p>As Starbucks and other brands re-introduce Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. </p> <p>In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time.</p> <p>Meanwhile, with Halloween on the horizon, Mailjet has found that marketers are successfully engaging consumers on the back on anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Handcrafted. <a href="https://twitter.com/hashtag/MaplePecanLatte?src=hash&amp;ref_src=twsrc%5Etfw">#MaplePecanLatte</a> <a href="https://t.co/89fURSIOvu">pic.twitter.com/89fURSIOvu</a></p> — Starbucks Coffee (@Starbucks) <a href="https://twitter.com/Starbucks/status/918181475723259905?ref_src=twsrc%5Etfw">October 11, 2017</a> </blockquote> <h3>UK ad viewability hits 18-month high</h3> <p>According to the latest benchmark report from <a href="https://www.meetrics.com/en/benchmark-reports/" target="_blank">Meetrics</a>, UK ad viewability has hit its highest level for 18 months. </p> <p>In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter.</p> <p>Despite this, Meetrics says that the UK still lags behind other European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%. </p> <p><img src="https://assets.econsultancy.com/images/0009/0024/Country_comparison_chart.PNG" alt="" width="774" height="534"></p> <h3>34% of APAC consumers visit Amazon each month</h3> <p>Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. </p> <p>Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.</p> <p>Globally, 75% of digital consumers are now purchasing at least one product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China. </p> <h3>Only 8% of consumers pre-order new products</h3> <p>With pre-orders starting on Apple’s iPhone X, HotUKDeals has been investigating how consumers spend on newly-launched products.</p> <p>Interestingly, just 8% of British consumers say that they usually pre-order new products, while 53% that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product.</p> <p>Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.</p> <h3>Halloween generates 260% spike in online traffic</h3> <p>New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas.</p> <p>People are said to start planning their costume about six weeks before Halloween, with increased page views for costumes starting around the third week of September.</p> <p>Black Friday and Cyber Monday see the next largest spikes after Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.</p> <p><img src="https://assets.econsultancy.com/images/0009/0021/BazaarVoice.JPG" alt="" width="450" height="518"></p> <h3>Increase in US children using mobile technology</h3> <p>A report by <a href="https://www.commonsensemedia.org/research/the-common-sense-census-media-use-by-kids-age-zero-to-eight-2017" target="_blank">Common Sense</a> has revealed that American children aged eight and under are spending more time than ever using mobile technology. </p> <p>Kids reportedly spend 48 minutes a day on mobile devices – up from just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. </p> <p>The report also states that 49% of children aged eight or under typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.</p> <p><img src="https://assets.econsultancy.com/images/0009/0022/Mobile_Devices.JPG" alt="" width="540" height="472"></p> <h3>Mobile consumers more willing to engage during holiday season</h3> <p>Finally, a new study by <a href="https://liftoff.io/resources/" target="_blank">Liftoff</a> suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January.</p> <p>Research found that last December, acquisition was at a low of $54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.</p>