Marketing Pilgrim Published: "The Android Diet: 1 Hour Per Day, Consume 67 Percent Apps and 33 Percent Web" plus 3 more

The Android Diet: 1 Hour Per Day, Consume 67 Percent Apps and 33 Percent Web

Posted: 18 Aug 2011 06:16 AM PDT

Think of all the things that are advertised as being done in just an hour a day. In the Internet marketing space there are books about just about any subject like SEO, social media, you name it, that can be done in an hour a day.
Well, Nielsen has given us a look into the life of the Android device user and found that even the mobile habit is handled in an hour a day. The first reported finding shows that of that hour (it's actually 56 minutes but we round up for link friendly reasons

), 67% of that hour is spent with apps while the rest of the time is spent on the web. What constitutes web time is a question that would help us understand this a bit better but we'll save that for later.

What is even more interesting is that even with the Android market's claims of hundreds of thousands of apps people don't seem to care as much about variety as you might think.

The top 50 apps account for 61 percent of all time spent. With 250,000+ Android apps available at the time of this writing, that means the remaining 249,950+ apps have to compete for the remaining 39 percent of the pie.

So what conclusions can we draw here? First, getting the attention of an app user for your Android app on a large scale is a tough row to hoe. With only 40% of the remaining time that is allowed for apps use, that's a much smaller pie for that remaining 99.98% to fight over and, let's face it, what the next 50 most popular ones are likely to chew up the bulk of that time.
One has to wonder how this plays out with iPhone apps. Do these same percentages apply?
In the end though, as marketers it's probably more important to make sure your core audience is going to download and use your app, even if that number is relatively small. Hitting it big with big numbers of users is likely the equivalent of having a ton of followers on Twitter. Unless they use your app and are engaged the numbers are useless.
Do these findings surprise you? What does this tell you about Android users, if anything at all?

Google Brings Catalogs to iPad

Posted: 18 Aug 2011 03:23 AM PDT

I'm always amazed when Google does something in the mobile space that they produce for the iPad but not for Android devices. Do they do that because they want regulators to see that Android doesn't get preferential treatment? Or is it that it's a real pain to make sure your Android app works with the many iterations of Android that exists? Either way, it always strikes me as odd.
The latest way that Google is helping retailers utilize the tablet space is with the Google Catalog apps. It's just like it sounds. Take a look for yourself.

The Google Mobile blog describes the apps capabilitities as follows:

- Interact: Zoom in to see products up close, tap on tags to learn more about an item or, in some catalogs, view inspiring photo albums and videos.
- Find products in nearby stores: When an item catches your eye, instantly find it in a store near you or tap "Buy on Website" to visit the merchant online.
- Express your creativity: Create a collage of your favorite catalog pages and products. If you need inspiration, you can check out collages created by others.
- Share with friends: Email a product or collage to all your shopping buddies.
- Get instant access to new catalogs: Add catalogs to your Favorites and get notified each time a new issue arrives.
Discover new products and brands: Search for products within or across multiple catalogs to find exactly what you're looking for.

Some of the retailers that have their catalogs on the app Crate and Barrel, Land's End, Nordstrom, Anthropologie and several more.
Google promises that an Android version is coming soon but this practice of iPad first on apps that seem more "involved" is saying something. What do you think it is?
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Klout Adds Five New Social Networks

Posted: 17 Aug 2011 02:25 PM PDT

In order to measure how really powerful you are in the social media realm, Klout has added five new networks. The original networks are Twitter, Facebook, LinkedIn, Foursquare and YouTube. Now, you can link up to your accounts on Blogger, Tumblr, Flickr, Instagram and Last.fm.
Blogger and Tumblr represent two ends of the blogging spectrum. Blogger is the classic free host which is still widely used. Tumblr is the choice of a new generation of bloggers who prefer quicker, more visual posts. Obviously absent are WordPress and LiveJournal.
If you're a photo fiend, Flickr is king, so I get that, but Instagram? This hot new mobile app uses a variety of filters to create works of art out of those lunch and puppy photos that people like to share on Twitter. Is this really a service that figures into a person's online influence?
The one that really perplexes me is Last.fm, which is a music service. I would have gone with a more general entertainment social network like GetGlue, but no one asked me.

Marketing Pilgrim's Social Channel is proudly sponsored by Full Sail University, where you can earn your Masters of Science Degree in Internet Marketing in less than 2 years. Visit FullSail.edu for more information.

Before this update, I saw Klout as a business tool. A way of measuring the sphere of social influence people have so I can hone in on influencers for marketing purposes. These new networks, feel more "fun" but I guess they do all figure in to a person's reach even if all they're posting is photos.
Right now, my Klout score is 38. Frank and Andy both have me beat with scores of 55 and 65. Maybe if I link out to my four defunct Blogger blogs and the Tumblr and Flickr accounts that I don't use, I can close the gap.
What kind of Klout do you have?

Something Old, Something New: Google Catalogs for iPad

Posted: 17 Aug 2011 01:16 PM PDT

When I was a kid, flipping through the newly delivered Sears Christmas Catalog was one of my biggest joys in life. My sister and I would work our way through from beginning to the toys, playing "pick" on every page. (We did allow ourselves to skip the men's clothing section and the tools.) When we were done, we'd each sit down with pencil and paper and make a wish list with page numbers and color options.
Fast forward to now where Google is breathing new life into the old catalog, via their new Google Catalogs app for iPad.
It begins by choosing the catalogs you want to receive. LL Bean, Williams Sonoma, Urban Outfitters. . . the catalogs update automatically just like when you used to get them in the mail.
As you browse, you can zoom in on items, watch videos and of course, purchase items right through the app or locate the item in a nearby store. But we're always saying that it's not enough just to take digital information and package it in an app without some kind of improvement. Google has done that and it's either bizarre or brilliant. It's called the collage.
As you skim through the catalogs you can mark favorite items then pull those photos together to make a collage. The collage can then be emailed to friends and family as a not-so-subtle hint. Much cooler than the pencil and paper wish list I made as a kid.

My less cynical mind says that this collage feature could lead to more sales, as creative types mix and match and realize they must have those red shoes to go with that red purse. And for those who like to make collages for writing or scrapbooking inspiration, or even for illustrations on their own blogs, this is an interesting way to make it happen.
The app went live yesterday and unfortunately the first reviews are poor so they've got some bugs to work out, but they're moving in the right direction. Now all I have to do is put an iPad on my Christmas wish list, then next year, I can play "pick" in a whole new, digital way.
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