The mobile enterprise is a little grumpy. Instead of telling us what is possible thanks to mobile innovation, many have taken to the streets telling us what isn’t possible.
Mobile Advertising Isn't As Effective...Yet
According to Samir Soriano, director of marketing at display ad retargeting platform maker ReTargeter, mobile advertising is overrated. In an article for Venture Beat, Soriano says that mobile ads aren’t effective not only because they are annoying and ugly, but also because they are not as savvy as display advertising.
Mobile advertising could learn a thing or two from display advertising, which has become more targeted (and less ugly), and as a result has seen revenue grow substantially (up 24% from 2009). While targeted advertising that uses cookie-based targeting methods may have proven successful because it is able to deliver tailored content to specific audiences, it is also under a lot of scrutiny these days. Mobile advertisers would be behooved to sidestep the controversy that display/targeted advertisers are knee-deep in by being transparent about their intent.
Tired Eyes are Watching You...
Taking a page from the television will make you go blind file, author Martin S. Banks, professor of optometry and vision science at the University of California, Berkeley, says that prolonged viewing of mobile technology such as smartphones may lead to visual discomfort, fatigue and even headaches.
According to the research, for devices that are viewed from a short distance, “stereo content placed in front of the screen” -- that is, content that appeared closer to the viewer -- is less comfortable than content placed behind the screen (e.g. a movie theater screen).
It's official, we can now add tired eyes to "Blackberry thumb" and the ever-growing list of ailments caused by new technology.
Missing Your Phone? Try Miami Swimming Pools
If you aren’t sufficiently bummed out yet, think about how sad you’d be if you lost your phone. If you live in Miami, perhaps you already have. The mobile security firm Lookout analyzed data to find the places where people most often lose their phones.
Places were defined as actual geographical locations, such as Miami, which the study revealed to be the city with residents most prone to lose their phones, with 52% of the city population having experienced losing a phone or having it stolen. As well, general locations like the “swimming pool” also ranked among the worst places to lose your phone.
A mobile phone study isn’t complete without an infographic (<cough, cough> University of Berkeley – I am looking at you!) so here’s the results.