Mobile media usage patterns differ greatly depending on a consumers location, with the strongest usage of mobile media being in the home, according to Orange's new research study Exposure 2.
The study found that 67 per cent of users who used their mobile for email did so in their home and 56 per cent for mobile internet browsing.
Downloading, mobile content was also revealed as significantly more likely to be performed at home, with speed, convenience and alleviating boredom, cited as the key reasons for usage.
Steve Heald, Director of Partner Channels at Orange UK, said, “Exposure 2 shows that mobile media is now very much part of the mainstream for consumers. The public’s openness to marketing through mobile media highlights that there is a huge opportunity for marketers to engage consumers with clever executions.
"I hope the findings will prove to be a catalyst for a wave of inspiring and creative marketing campaigns that capitalise on mobile’s unique properties as the most personal and innovative of channels.”
Meanwhile, high use of mobile media on public transport centred around entertainment services, such as TV, music and games, whereas services used most when out and about, such as local information and internet search, tend to facilitate movement.
The average age for mobile media users is 36, and 81 per cent use mobile media more than once a week with 46 per cent using it daily.
Men generally use mobile media more, although women are much more likely to use picture messaging.
The mobile internet pages viewed most often are search engines, email, news, music and film although, interestingly, a high proportion (55 per cent) of people browse the mobile internet with no specific agenda, providing an opportunity for marketers to attract their attention.
Research participants were asked to rate traditional and digital broadcast and print media on a number of attributes. Mobile media was overwhelmingly viewed as the most personal and innovative media, providing it with a unique place in the marketing mix.
The research revealed that people are very much open to mobile marketing and contained some important insights for brands looking to engage with consumers using the media:
- Short SMS codes remain a popular marketing mechanic, having been used by two-thirds of participants
- 70 per cent of participants are attracted more by interactive marketing formats, such as sponsorship, coupons or picture messaging mechanics
- In general, consumers viewed marketing formats with perceived value as the most appealing, such as coupons offering discounts and sponsored games available for free download
- When clicking on adverts on the mobile internet, the next stages which are most popular are: adverts which click straight through to the brand’s website (favoured by 47 per cent); voucher code or coupon (43 per cent); click through to another area of the site (36 per cent); entered in a competition (34 per cent)
- Icons letting users know what to expect from mobile advertising were received positively by 76 per cent of participants
- 82 per cent of respondents have the operator’s portal as their mobile internet home page, making this page an extremely valuable piece of marketing estate
Steve Heald added, “Exposure 2 provides some terrific insights into how exactly brands can go about engaging consumers through mobile. The public is looking for campaigns that reflect their perceptions of mobile as unique and innovative and that entices and excites them with clever interaction. There’s also a clear signal that brands need to be clear on what consumers can expect from mobile campaigns.”
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