Businesses have been leading the way in advertising through this channel.
Entertainment businesses are proving to be at the very head of the use of m-commerce and mobile marketing, as it maintains its reputation for remaining at the forefront of emerging media.
A new Millennial Media report has detailed the notable role of the m-commerce in the industry.
The entertainment industry has been using m-commerce for a broad range of different purposes. Purchases through this channel – excluding apps – of products such as television shows, music, movies, and ebooks, are the most common smartphone transactions. Almost half of all smartphone users (47 percent) are currently buying entertainment products through their mobile devices.
Thirty five percent of m-commerce purchases are of tickets for concerts, movies, and sporting events.
It is believed that the convenience of m-commerce and the smaller size of the purchases that are related to the media, make mobile a highly appealing way to make purchases such as movie tickets. For example, Fandango recently announced that nearly a third (30 percent) of all of its movie ticket sales over the summer were made from mobile devices such as smartphones or tablets.
Marketers have also been looking to mobile commerce as an additional way to both advertise and earn from fans not only during their everyday lives, but also while they are actually attending live events such as concerts.
The Millennial Media report also pointed out that advertisers in the entertainment industry are also among the most likely to add m-commerce features – such as the ability to buy tickets – directly into their ads.
Twenty seven percent of mobile campaigns from the industry have included a mobile commerce element such as a post-click option. This is twice the overall average of all marketers in this channel.
The ads from entertainment companies also had a greater likelihood of including social and video elements. Among all mobile entertainment promotions, 71 percent had used some form of video, particularly in the case of new television show teasers or movie trailers. One third of m-commerce ads encouraged sharing over social media. Clearly, the entertainment industry knows what works for them, as the report pointed out that fans are highly engaged by these ads.