More information to help you complement your existing marketing products
Originally published by Raving Consulting.
For years, casinos have depended on direct mail, newspapers, and television to attract players. Today is different – the mobile device has turned the marketing world upside down. The ability to constantly increase revenue is at your fingertips – reaching players through technology, most importantly mobile apps. Savvy casino executives are complementing their existing marketing products with
mobile marketing, which will drive revenue to new levels.
Here are some proven stats:
App usage (90% of time) dominates browsers in mobile usage. By 2013, reports showed that on smartphones 82% of mobile media time is via apps. Today, the latest data from Yahoo’s Flurry analytics shows that 90 percent of consumer’s mobile time is spent in apps. As they put it: It’s an App World. The Web Just Lives in It. This 90% figure is a key insight as companies decide whether to develop mobile apps or source their marketing efforts to mobile apps. In the time spent on Entertainment, 90% is spent on apps. This is a huge flag for the casino marketing industry to attack and capitalize on.
So, how have advertisers responded to the change in mobile media time?
Despite the growth in media time below, some advertisers are missing a huge opportunity with mobile advertising. Having the opportunity for players to view promotions, and search new and existing casino offers is a must today. The casino must embrace the mobile device, as the number of times a player checks their mobile device is astounding.
Just how often do your guests check their phones?
The average person does it 110 times a DAY (and up to every 6 seconds in the evening)!
People look at their phones the most between peak hours of 5 PM and 8 PM.
During these hours, 75% of users are actively using their devices.
This drops to a quarter of active users between 3 AM and 5 AM.
Average number of times a user checks their phone is nine times an hour.
This increases to once every six seconds for “highest frequency users.”
Income: Consumers with higher incomes are more likely to use digital offers.“On average, a 10% increase in median income yields a 1.59% increase in digital
coupon activation rates for retail offers. Increased median income also correlates with higher activation rates for retail offers.”
Education: Consumers with a college education are more likely to use digital coupons (in urban U.S. counties).“On average, a 10% increase in bachelor’s degree percentage yields a 0.70% increase in activation rate for retail offers in urban counties and an extra 0.18% increase in activation rate for CPG coupons in urban counties.”
The above data is from RevTrax. The raw data revealed through this study will help brands and retailers better understand the relationship between consumer behavior and the need to align digital advertising and their brick and mortar budgets.
What is your casino’s mobile marketing strategy? Are you gathering mobile numbers from your patrons during players club sign-ups? Do you have a system in place to take advantage of these opportunities to communicate with your players who are using their mobile devices within your property?