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Mobile Advertising: 18-24 Year Olds Lead the Parade
Usage of picture/video phones is up 17% for all adults coupled with 90% of adults reporting they regularly or occasionally use a cell phone, makes a case for why mobile advertising
is a viable option for advertisers.
Video Phone Usage is Up in the Cell Phone Niche
Usage of picture/video phones is up
17%* for all adults according to an analysis of BIGresearch’s (http://www.bigresearch.com)
most recent Simultaneous Media Survey (SIMM 11, Dec. 07) of 15,727 participants (v. Dec. 06).
This increase in usage, coupled with 90% of adults reporting they
regularly/occasionally use a cell phone, makes a case for why mobile advertising
is a viable option for advertisers. However, with this form of promotion in its
early development, they should understand not only how consumers use cell
phones, but who is most likely to be influenced to purchase.
According to the analysis, cell phones don’t exactly top the list of medias that
influence consumers to purchase. In fact, only 6.9% of adults say that video on
cell phone influences them to purchase electronics; 6.4% say text messaging does
the same. (For a point of reference, word of mouth is #1 with 42.6%.)
However, there is one bright spot – the all important, elusive 18-24 year old
segment. The percentage of young consumers influenced more than doubles for both
forms of cell phone media (14.2% for video and 15.9% for text messaging), giving
marketers a solid target as they jump on the mobile marketing
Text Messaging (Cell Phone) -- Influence to Purchase
18-24 All Adults Index
Electronics 15.9% 6.4% 247
Apparel/Clothing 8.2% 2.9% 277
Grocery 6.3% 2.5% 249
Home Improvement 4.8% 1.9% 259
Car/Truck 4.6% 1.7% 271
Medicines 2.3% 1.2% 190
Telecom Services 3.7% 2.4% 155
Eating Out 6.0% 2.4% 248
Source: BIGresearch, SIMM 11 (Dec 07)
the state of our economy, mobile advertisers have a unique environment in which
to build strategies that influence consumers to buy via their cell phones,
especially the media elusive 18-24 year old segment,” said Gary Drenik,
President of BIGresearch. “More robust cell phone technology allows consumers to
receive promotional offers and connect to their favorite Internet shopping site
all within minutes and without having to fuel up on gas.”
Understanding how consumers use cell phones is also critical in developing
mobile marketing plans. According to the analysis, cell phones are much more
likely to trigger an online search for young consumers than all adults (21.8% v.
8.3%) as is text messaging (15.3% v. 4.8%).
The 18-24 year old set is also more likely to download to a cell phone than the
general market (31.6% v. 15.9%).
Interestingly, more than half (50.5%) of 18-24 year olds communicate with others
about a service, product or brand via cell phone (compared to 29.6% of all
adults), second only to face-to-face communication (66.9%). They are also almost
three times as likely to communicate through text messaging than all adults
(30.7% v. 10.8%).
*Regular/occasional usage of picture/video phones
BIGresearch is a
consumer intelligence firm providing analysis of behavior in areas of products
and services, retail, financial services, automotive, and media. BIGresearch’s
syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge
their consumption across media, products and services. Marketers can use SIMM to
develop the types of consumer-centric marketing plans required to increase
advertisers’ ROI. The SIMM monitors more than 15,000 consumers twice each year.
BIGresearch also conducts the Consumer Intentions and Actions Survey (CIA) of
more than 7,500 consumers monthly.
BIGresearch's methodology provides consumer information with a margin of error of +/- 1 percent.
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Edited by Carolyn Allen, owner/editor of California Green Solutions