More Than a Third of High-use Smartphone Users Are Taking Action on Mobile AdvertisementsMay 1, 2009 2:00 PM MDT
Mobile Internet Statistics
UM and AOL's Platform-A to present findings that underscore value of Platform-A's Third Screen Media at OMMA Mobile Conference on April 29th
NEW YORK, April 28 /PRNewswire/ -- Platform-A and UM announced today 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%). The "Smartphone, Smart Marketing" study, sponsored by AOL's Platform-A, which includes their mobile advertising platform Third Screen Media, and directed by UM, was conducted to better understand the trends that will influence this rapidly growing and changing marketplace over the next few years. Findings of the study will be presented at the OMMA Mobile Conference in New York City on Wednesday, April 29th.
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 the mobile web as part of their workday commute. Currently, nearly one of every seven minutes of media consumption takes place on a mobile device, and six 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. These findings bode well for brands in the mobile marketing space, including Platform-A which owns Third Screen Media, a mobile ad-serving platform and network that enables advertising on mobile devices. Its mobile solutions link advertisers, publishers and carriers on a common platform to buy and sell mobile advertising. Powered by TSM, Platform-A's mobile ad network reaches over 50% of mobile internet users.* Additionally, TSM recently launched the most robust and far-reaching solution for targeting advertising for iPhone owners, the most savvy mobile users.
The approximately 1800 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.
* Source: Nielsen Mobile January 2009 Mobile Internet Report
About UM
UM is a global media communications agency that represents the world's leading marketers and strategic thinkers including Coca-Cola, ExxonMobil, Johnson & Johnson, MasterCard, Microsoft, Sony, Bacardi, L'Oreal and UPS. Part of the Interpublic Group of Companies (IPG), UM has 81 offices in 43 countries and more than 2,700 employees with headquarters in New York. UM provides a full spectrum of media services including media and communications planning, digital strategy consultation, analytics and economic modeling and research and consumer insight. The company's mission is to deliver Curious Minds for Surprising Results.
About Platform-A
Platform-A, AOL's advertising business, is the industry's largest digital advertising platform, offering the most comprehensive suite of marketing solutions, powered by the Web's best advertising technologies. Platform-A includes AOL's leading media properties - AOL.com, AIM, MapQuest, and more - and Advertising.com's third-party networks. Platform-A also includes TACODA's audience insights and behavioral targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad serving business; Third Screen Media, a mobile ad serving network; and buy.at, an affiliate marketing solution. Platform-A currently has operations in the United States, nine countries across Europe, including Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden, and the UK, and in Japan through a joint venture with Mitsui. Learn more at http://www.platform-a.com .