GLOBAL, DECEMBER 2010 – The increasing speed of mobile usage as the primary digital tool that people and businesses use to communicate is the main finding of the new study by public relations agency Burston-Marsteller in cooperation with Proof Integrated Communications.
"Fortune 50 Use of Mobile: If You’ve Got It, Flaunt It" unfolds the attachment of companies to mobile communications like SMS/ text messaging, video calls, voice calls and their restrain to highlight their mobile tools on their corporate sites despite the advancement in mobile technologies such as sending email, surfing websites, transferring bank funds, purchasing products and services, streaming a movie, and QR codes.
According to the study, only 39% out of 62% of the Fortune 50 companies who have mobile websites, mobile applications, mobile payments and QR codes publicize their mobile offering on their corporate websites.
Other findings include:
- Mobile–optimized Websites: 38% of the Fortune 50 have mobile-optimized websites wherein users can make purchases, renew memberships, sign up for text alerts, get insurance quotes, locate repair facilities and communicate with investors. Examples are Costco, State Farm, and Dow chemical.
- Mobile Applications: 58% of the Fortune 50 corporations are most likely into developing mobile applications; the leading brand is iPhone with 58% followed by Android with 32% Blackberry with 26%, and iPad with 8%.
- Transactions, not just Information: 43% of companies’ mobile websites and applications allow users to transact and interact with stakeholders. Some mobile websites include Home Depot, Bank of America, and Walgreens.
- SMS/Text Message Marketing: 70% of mobile users use SMS/text messaging but only 22% of Fortune 50 companies use SMS/text messaging. Walmart uses text messaging to send notifications and alerts, Target sends text alerts with bar codes for redeeming promotions and Johnson&Johnson uses text messaging to provide updates to consumers.
- Take a Picture: QR codes: 22% of Fortune 50 companies are using QR codes. QR codes refer to a matrix barcode with information encoded usually in URL form.
The data compiled in this study were gathered between October 25 and November 5, 2010. The Burson-Marsteller and Proof research team dig into the Fortune 50 companies’ use of mobile technologies including optimized mobile website presence and the categorization of its application on the Blackberry, Android, iPhone and iPad particularly the communication of mobile activities, SMS programs and their use of QR codes.
Other researches conducted by Burson-Marsteller and Proof Integrated Communications were “The State of Mobile Communications”, “Fortune Global 100 Social Media Study”, “Asia Pacific Social Media Check-up”, Latin America Social Media Check’up”, and “U.S. Advocacy Groups’ Use of Twitter”.
View the report here.
