Signs of things to come – According to Universal McCann study one out of every seven minutes of media consumption in U.S. takes place via mobile devices.
The study found that 80 % of smart-phone users are satisfied with the quality of the internet on their mobile devices. 19 million mobile Web users in the U.S. access the internet on a weekly basis, with mobile usage expected to grow by 60 % over the next two years.
According to the respondents:
95 % said they used mobile media to fill downtime
82 % said they use it at work
81 % while shopping
80 % at home
65 % while commuting to their jobs
The study concludes that those activities create an opportunity for marketers to transition with consumers as they move from activity to activity throughout the day.
73 % of respondents reported searching for maps and directions
55 % said they participated in social networking or sought out restaurant and movie listings or reviews
44 % reported seeking national news and information
55 % of mobile users follow brands across multiple media
56 % said they have been driven to mobile from other media
42 % said they have been driven from mobile to other media
“Mobile is a separate channel” that allows marketers to talk to consumers wherever they go.
Graeme Hutton, director of consumer insights at Universal McCann
And he notes that mobile users are surprisingly accepting of advertising, saying that:
38 % of respondents said they had taken action based on mobile ads
30 % said mobile ads had led them to share information
22 % said mobile ads had influenced a purchase decision
The study shows that 27 % of the respondents said that they were “completely focused” when using mobile, slightly lower than the 33 % who reported being completely focused when surfing the web on computers, but higher than TV, newspapers and magazines (all less than 20 %) and radio (6 %).
Posted on 10/01/2010
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