Travel Industry Marketing Conversations

by the folks at ITI Marketing, Inc.

  • Find us!

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 10 other followers

  • Subscribe

  • Newest Twitter updates

    Error: Twitter did not respond. Please wait a few minutes and refresh this page.




  • Add Blog to the Marketing Blog Directory
    List your blog on the Internet's biggest and best Marketing Blog. The Marketing Blog is the premier source for the finding and posting marketing related blogs. Join for FREE!



  • TopOfBlogs

Mobile Is A Separate Channel

Posted by TeamITI on July 17, 2009

cellphonesA new study from Universal McCann, reported in mediaweek.com, finds that one out of every seven minutes of media consumption today 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. Among specific activities,

  • 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

Graeme Hutton, director of consumer insights at UM, says that “Mobile is a separate channel” that allows marketers to talk to consumers wherever they go. 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%).

Read more about it in Media Week.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: