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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 - PowerPoint PPT Presentation
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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