MOBILE & THE MEDIA DAY SUMMARY
Objectives & Methodology
Objectives• Understand the level of usage of mobile media by daypart• Measure cross media usage with mobile • Examine why people are using mobile media
Methodology• Media diary, 500 respondents per day with 6 dayparts• All users of mobile media
→ mobile users who browse the mobile internet, use applications or download content
• Sample weighted to Comscore demos• 6 Online group discussions
Mobile media usage peaks 6-9pm
6-9am 9am-12pm
12-3pm 3-6pm 6-9pm 9pm-12am
2
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
3.8
4Average number of mobile media usage occasions
18
total mobile media usage occasions per day
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
No.
of m
obile
med
ia u
sage
occ
asio
ns
Most multi tasking happens after 6pm
6-9am 9am-12pm
12-3pm 3-6pm 6-9pm 9pm-12am
0%
10%
20%
30%
40%
50%
60%
NonePC/laptopRadioNewspaper/magazineTV
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
What other media, if any, did you use / view at the same time as you were using mobile media?
% o
f peo
ple
use
d in
wee
k
Mobile the response mechanism
40% agree they often use their mobile if they see an interesting ad
10%used their mobile in the week because they were prompted by another media
In Easy Living this month there was a dinner plate set featured so I used my mobile to look it up on the supplier website and purchase it.Katie Y
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
Implications
• Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor.
• Brands need to ensure their site works on mobile, it’s become part of good customer service
• Mobile presents brands with different opportunities throughout the day- make sure your offering fits with what consumers need.
• Mobile should be considered in all advertising campaigns as a potential response mechanism
• Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand.
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
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