April 2009
AOL’s Platform-A and UM have reported that more than a third of high-use Smartphone users are taking action on mobile advertisements, according to the results of a new research study assessing usage patterns among Smartphone consumers and their attitudes toward mobile advertising.
Smartphone users are clicking on advertisements (53%), requesting more information or a coupon (35%) and making purchases via their smart phones (24%), reveals the ‘Smartphone, Smart Marketing’ study, sponsored by Platform-A, which includes its mobile advertising platform, Third Screen Media, and directed by UM. The study was conducted to better understand the trends that will influence this rapidly growing and changing marketplace over the next few years.
For marketers, Smartphones and mobile marketing provide new ways to capture consumer attention with higher degree of focus than traditional forms of media.
"The smartphone is a great convenience for many Americans, enabling them to access internet content anywhere and anytime," said Stuart Rodnick, Director of Strategic Insights at Platform-A.
"This creates an opportunity for marketers to position their brands alongside popular content such as AOL's iPhone applications or from premium publishers on Platform-A's mobile advertising network, Third Screen Media."
The study reports web-enabled devices have enabled Americans to consume media throughout their daily routine, with 82% using mobile devices at work and 81% using mobile devices while shopping. The mobile Web has also become a ritual with commuters, who use it as part of their workday commute. Currently, nearly 1 of every 7 minutes of media consumption takes place on a mobile device, and 6 of every 10 consumers expect their mobile Internet usage to increase significantly over the next two years.
"Much has changed in two years," said Graeme Hutton, Director of Consumer Insights at UM.
"Our 2007 global mobile study demonstrated just how much the US lagged behind other developing nations. Now mobile is less about 'wireless online' and more about being a highly personal, customized medium. Smartphone users are reaching for their devices to help answer unmet needs. Services that don't have dedicated mobile formats are going to miss out on this huge and continual media consumption shift."
These trends are led by younger users and iPhone owners, who tend to be early adopters. The approximately 1,800 participants in the study were selected based upon their frequent use of smartphone devices, with nearly all participants indicating they use their smartphones at least several times per week. The study also included a sample of ‘lead users,’ who were asked to keep daily usage diaries.
This extensive multiphase research project examined how mobile devices are influencing American lifestyles and media consumption, creating new opportunities for marketers to influence purchase decisions.
Aside from providing the initial overview of the state of mobile usage today, the database has been loaded into UM's suite of tools within IMS to provide proprietary insights for the media agency's clients on a case-by-case basis.
Findings of the study were presented at the OMMA Mobile Conference in New York.
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