Mobile


On today's episode, we discuss Twitter's "Super Follows" and "Communities" features, what annoys online shoppers, whether a foldable iPhone is coming, if Paramount+ can fit into people's media diets, Instagram's new Live Rooms offering, where to find a true wonder of the world, and more. Tune in to listen to the discussion with eMarketer principal analysts Jillian Ryan and Yoram Wurmser, and analyst at Insider Intelligence Blake Droesch.

A direct-to-consumer (D2C) strategy wasn’t top-of-mind when soda brand Olipop launched in 2017. In fact, during its first year of business, the brand didn’t even have a website—primarily relying on retail brick-and-mortar partnerships to drive sales. But last year, everything changed.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

Reviews have always been a key aspect of a consumer’s shopping journey. But nowadays—particularly as more consumers lean on ecommerce—additional information in the form of user-generated visuals is becoming just as critical.

eMarketer senior analyst Jasmine Enberg and forecasting analyst at Insider Intelligence Nazmul Islam discuss Twitter's stellar Q4 performance and how it managed to close out a terrible 2020 on a high note. They then talk about Snapchat redefining what friendship should mean, TikTok's fate in the Biden administration, and how much Shopify's "Shop Pay" could help boost Facebook and Instagram Shops.

It looks likely that apps and other service providers will pursue more varied monetization strategies this year. Traditionally, apps mostly pursued two strategies: in-app purchases and in-app advertising. Over the past couple of years, many developers have combined the two, but we’re increasingly seeing them use subscription-based models, as well as coupons or other incentives for viewing advertising, such as rewarded video. This shift will continue into 2021.

Social commerce is a fast-growing segment of the US ecommerce market that’s garnering more attention and investment from media companies and brands.

Downloading apps? There’s an app for that

eMarketer senior analyst at Insider Intelligence Jasmine Enberg discusses when travel (and travel advertising) will recover and some good and not-so-good examples of how travel advertisers are running campaigns. She then talks about whether Twitter can make a space for healthy conversations, our expectations for WhatsApp, and the significance of social platforms ending the year looking more alike than ever.

People ages 45 and older are leading in mobile gamer growth

In yesterday's live podcast (broadcast on Clubhouse), we discussed the audio social network movement: the advantages, disadvantages, key players, and what marketers should consider. Tune in to the discussion with eMarketer principal analysts Debra Aho Williamson and Jeremy Goldman, and forecasting analyst at Insider Intelligence Peter Vahle.

From late 2019 to early 2020, the hype surrounding a potential nationwide 5G rollout was difficult to ignore. Unfortunately, the pandemic, a recession, and the limited availability of 5G-enabled smartphones further delayed 5G from bursting into the mainstream. Although millions of Americans use 5G services already, hundreds of millions still do not. Heading into 2021, however, 5G is regaining its momentum.

The iPhone 12’s strong performance so far has led eMarketer to increase its projections for iPhone users in the US for 2021 and beyond. We now expect iPhone usage in the US will grow this year to 116.3 million, slightly ahead of our Q1 2020 projection of 113.4 million.

We spoke with Zak Normandin, founder and CEO of Iris Nova, about how his company has leveraged SMS to better serve its customer base.

Fast-casual restaurant chain Chipotle Mexican Grill is a pioneer in meme marketing, having incorporated memes into its social media strategies since mid-2018.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses Apple's unfathomable Q4 results and market position. He then talks about how Apple’s new privacy labels may influence the choices consumers make, Google's new mobile search redesign, and whether 2021 could see 5G smartphones fall below the $200 mark.

As WeChat enters its second decade, Allen Zhang Xiaolong, chief architect of the super app, pledged at an annual conference to make videos its cornerstone in the coming years. More specifically, Zhang spotlighted Channels, its short-form video feature, and a more seamless user experience with official accounts and miniprograms (lightweight apps within WeChat that require minimal downloading and disappear after use).

eMarketer principal analyst at Insider Intelligence Debra Aho Williamson discusses TikTok's future: Can it keep operating in the US? If so, what will user growth and engagement look like going forward? She then talks about marketers' attitudes toward influencer marketing, major social media trends of 2021, and the prospects of live shopping on social media in the US.