Mobile adoption is happening in a thousand ways, but there doesn’t seem to be a clear path, so there is a global obsession to take advantage of it. The context and location of mobile makes people use it more than a computer.

Initiative conducted research among 8,000 users worldwide to understand trends in the use of these computers that also make calls and send texts. And well, the first thing is that everyone is taking advantage of them at all ages and in all aspects of life.

Of the users consulted, an average of 35 minutes a day use their cell phones, and it is truly no longer just for children, it is simply for everyone in all segments. The innovation it brings is precisely the difference it offers us in accessing searches with a precise sense of location, to convert up to 68% more than a PC.

The interesting thing is to confirm that they are not replacing the computer, but complementing it with their mobiles to access, receive, send and stay connected. Mobile multiplies the effect with the complement that it is, activating and enhancing the impact along with the other available media, so convergence is again a central theme in this talk.

Initiative’s exhibitors propose to tag messages in traditional media with activations on mobile, which would try to close the gap between brands and consumers in constant movement, and certainly, always ON. In fact, the Internet is accessed all the time on cell phones.

In a talk rich in location for and guide to dimension the key of the mobile in all our present and future, so it is impossible to continue ignoring the mobile and its omnipresence. Of course, in countries like ours, Costa Rica, the technological backwardness has made us late to the world of mobile and all the opportunities it brings us, to become the second screen in the house for internet, and usually, with a dedicated application for almost any taste or desire there, available and a few clicks away.

In fact, is there anyone who hasn’t downloaded an application to their mobile? Well, it seems that there is still a percentage of people who have not, but the truth is that many people are already paying for them or downloading the free ones for the purpose of use and exploration, although Twitter, Facebook or Skype, to name just three, already have their predominant place. I find interesting the contribution of developing branded applications, beyond ringtones and wall papers, designed for convenience, effectiveness and productivity, or simply entertainment.

Here I leave you with a copy paste of the summary published to promote Initiative’s presentation that left us connected with your cell phone, with mine, with everyone’s cell phone. And in our country, meanwhile, welcome mobiles and their screen to our plans, programs and initiatives for our brands.

In a nutshell:

The Apple iPhone. Google’s Android. Nokia’s MeeGo. We have entered a new phase in mobile communications, where the latest “IT” devices quickly gain celebrity status.

However, the real value in mobile marketing is less about exploiting advances in handset technology and more about interacting with consumers when they are on the go. The times and places at which consumers interact with brands using a mobile phone are unique – no other channels can reach them in the same active ways, nor can they produce the same results.

Initiative presents the findings from its new global study into how consumers are embracing mobile technology and what their changing behavior means for brands. Initiative examines three key areas:

The role of mobile in the relationship between consumers and brands.
* Where, when and why consumers are choosing to interact with brands through mobile.
* How mobile is changing the frequency, context and expectation of interaction.

The impact of mobile on other media channels.
* How can brands harness the multiplier effect of mass and micro; push and pull, and active and passive?

The unique differences in the way mobile devices are used around the world.
* Where is mobile replacing broadband and PC access to the internet?
* Where is mobile proving to be the electronic commerce channel of choice?

This not-to-be-missed seminar gives a unique insight into the world of the mobile consumer. Marketers that understand mobile are able to engage consumers and affect purchase decisions in ways never before possible.

To conclude, they added 4 “wins” for mobile marketing: 1. Media ROI, 2. In-store and Shopper Marketing, 3. Loyalty CRM Program Management and 4.