The past decade has seen a rapid increase in smart phone and tablet usage which has subsequently given rise to the prominence of mobile marketing. Six in ten UK adults now use a smart phone, up 54% than in 2012, with nearly all 16 – 34 year old’s operating online via a range of devices, (Ofcom, 2014). Mobile devices can be seen as an extension of ones self, acting as a personal manager from which the user can socialise, purchase goods/services and work on the move.
Kaplan (2012) divides the dialogue between companies and consumers between push and pull communications. Push communication is initiated by the company and pull by the consumer. Kaplan’s Matrix below defines four types of consumers depending on the interplay between communication initiation and degree’s of consumer knowledge.