12018 US MOBILE CONSUMER REPORT2018US Mobile Consumer ReportOur FindingsAccording to the 2018 Vibes US Mobile Consumer Report, people are defaulting to mobile more than ever before to engage with brandsfrom shopping via mobile wallet to receiving personalized messages to activating customer support via chatbots. For this years report, we surveyed 1,000 U.S. smartphone owners to understand the most compelling trends in mobile usage so digital marketers can create the mobile experiences todays consumers expect from brands. Through our findings we found that customers want to use mobile to engage with brands, but they expect even more personalization and specialized incentives to stay engaged. Marketers should continue to invest in mobile marketing strategies such as promotions, loyalty and new messaging apps as these are steadily growing in adoption and popularity.We invite you to read these important consumer insights so you can quickly apply these learnings as you continue down your mobile marketing journey.Table of Contents_Mobile Messaging & Chatbots05_Key Takeaways25_Mobile Loyalty & Mobile Wallets15_How to Get Started26_Privacy & Personal Data22_Methodology2842018 US MOBILE CONSUMER REPORTMobile Messaging & ChatbotsDont bombard consumers with un-targeted/irrelevant messagesPerceptions of chatbots and why consumers like them3241WHAT YOULL LEARNConsumers expect value from brand messaging, such as incentives, offers and loyalty rewards Messaging is the answer to app overload52018 US MOBILE CONSUMER REPORTSmartphone owners enjoy mobile messaging and push notifications, and find them useful and helpful. 61% subscribe to mobile messaging because of incentives or coupons, and 55% because of loyalty rewards points.Females are especially interested in incentives (67%). Millennials are also driven to subscribe by exclusive content (35%) and store news (29%). Gender differences also exist in the type of contentmales are more interested in hospitality and entertainment messaging, while females are more interested in retailer messaging.Brands should consider the primary benefit of mobile messaging to be coupons & customer rewards, but also offer information, sneak peeks and news. Recruit consumers to opt-in through websites, at point of purchase either online or in-store, or through an email advertisement.Lets Make A Deal62018 US MOBILE CONSUMER REPORTREASON FOR SUBSCRIBING TO MOBILE MESSAGES55%61%Incentives or coupons(i.e., special sale promotions and deals)Loyalty (i.e., rewards points)Informational or product updates (flight notifications, account balances, shipment information)Exclusive content (i.e., sneak peeks of new products or deals, etc.)Store news and events (i.e., information about new store locations, special events being held at select stores, etc.)Not applicable (I dont subscribe to any)42%22%26%15%72018 US MOBILE CONSUMER REPORTWHERE ARE CONSUMERS MOST LIKELY TO OPT-INOnline web form where I can enter my mobile number40%At the point of purchase, either online or in-store36%Email advertisement telling me to sign in32%Males are more likely to opt-in to messaging from:hotels / airlines /hospitality companiesmedia / entertainmentFemales are more likely to opt-in to messaging from:retailers / restaurants/ brandsMales Females 31%59%27%82018 US MOBILE CONSUMER REPORTMost consumers have between 2-9 brand/retail apps (62%). Younger consumers are trending towards less brand apps, with 45% of millennials having 2-4 brand apps.While not having brand loyalty is the most common reason for not downloading an app overall, this is significantly more common among Males (47%): Females are more likely to be deterred by memory usage (25%).Messaging Can Solve App Overload Issues92018 US MOBILE CONSUMER REPORTNUMBER OF RETAIL OR BRAND APPS ON MOBILE DEVICE*REASON FOR NOT DOWNLOADING RETAILER OR BRAND APP*Retail/brand apps are hard to use35%21%19%18%8%5%There are no brands that I am that loyal toI have security concernsRetail/brand apps take up too much memory on my smartphoneId rather use a mobile websiteRetail/brand apps are not helpfulNone15%17%2 to 438%5 to 924%10 to 1910%20+5%*Numbers do not add up to 100% because respondents selected all applicable answers102018 US MOBILE CONSUMER REPORTInstant Messaging Platforms Not Yet Widely UsedSmartphone owners do not have a strong interest in using instant messaging apps to message with brands. Over half (51%) say they are not interested. However, this may change as time goes onthe youngest consumers are significantly more likely to be interested in using messaging to communicate with brands via all apps. Among messaging apps, Facebook dominates. Consumers are most interested in engaging with brands through Facebook Messenger. About a quarter are interested in Snapchat and a minority of 8% are interested in WhatsAppowned by Facebook. *Numbers do not add up to 100% because respondents selected all applicable answersFACEBOOK MESSENGER HAS THE HIGHEST BRAND ENGAGEMENT WITH CONSUMERS*WeChat51%Not interested Facebook Messenger37%22%13%Instagram Snapchat8%2%WhatsApp