1 / 6

Mobile & the media day Summary

The IAB's Mobile & Media Day Study, conducted in January 2011, analyzed mobile media usage across various dayparts using a sample of 500 respondents over seven days. Key findings reveal that mobile media usage peaks between 6-9 PM, with an average of 18 usage occasions per day. Many users multitask while using mobile media, often prompted by ads seen elsewhere. The study highlights the importance of having a mobile-friendly presence for brands, suggesting that mobile strategies should be integrated into all advertising campaigns to meet consumer needs effectively.

dominy
Télécharger la présentation

Mobile & the media day Summary

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mobile & the media day Summary

  2. 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 Comscoredemos • 6 Online group discussions

  3. Mobile media usage peaks 6-9pm 18 total mobile media usage occasions per day No. of mobile media usage occasions Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

  4. Most multi tasking happens after 6pm What other media, if any, did you use / view at the same time as you were using mobile media? % of people used in week Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

  5. Mobile the response mechanism 40% agree they often use their mobile if they see an interesting ad 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 10% used their mobile in the week because they were prompted by another media Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

  6. 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 2011 Base: Average of 500 respondents, over 7 days

More Related