Mediaweek.com recently reported on a study on mobile media. Conducted by Universal McCann, the study found “that one out of every seven minutes of media consumption today takes place via mobile devices.” Currently, there are an estimated 19 million mobile web users and that number is expected to grow 60% in the next two years.
According to the study, respondents used their mobile devices to fill downtime (95%), at work (82%), while shopping (81%), at home (80%), and commuting to work (65%). Mobile users are currently searching for maps/directions (73%), social networking sites (55%), and news/information (44%). In addition, users are following brands across advertising media (55%), and been driven mobile to and from other media (56% and 42% respectively). Mobile users are particularly aware of mobile advertising with users taking action on mobile ads (38%), sharing information (30%), and influencing a purchase decision (22%).
So, those response statistics are great, but what does all of this mean?
It means that the mobile channel is definitely one that advertisers should be aware of a concept it as a new and separate medium that is able to reach consumers on the go, wherever they go. One really interesting mobile application is from a Layar, Dutch company that layering database information onto a live video feed.
Just imagine the opportunities—consumers can actually visualize on their mobile device what’s around them and take action based on their location.
As consumers want to their mobile devices to do more, companies must adapt their advertising strategies to include mobile media. I think that the real challenge for advertisers is the integration of marketing efforts across mediums, and consumers' responses to such efforts.
References:
http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3i0c7b757cfdc666c21cec6dbce37d5151
http://greenmonk.net/i-wish-i-were-a-software-developer/
About Me
- eckramer
- Growing up in Atlanta, GA, I moved to New Orleans, LA to achieve my BBA in Marketing and Management from Loyola University New Orleans. After being displaced by Hurricane Katrina, I spent a semester at Georgia State University, but was able to return to New Orleans to achieve my degree. Following graduation, I returned to Atlanta to pursue a coveted career in advertising. Currently, I am working as an assistant traffic manager at a prestigious advertising agency. I am a self-motivated, organized, detail-oriented, advertising professional with a strong sense of project ownership and proactive approach to issue resolution. Although my background has been primarily focused on online media, I have the ambition to learn and master new technologies, processes, departments, and other innovative facets of the advertising industry including broadcast and print production, public relations, communications, and strategy. I interact with a variety of people, personalities, and overcome unique challenges on a daily basis in a highly-dynamic environment under strict deadlines. I am always looking to increase success for myself, my agency, and our clients.