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Mobile Devices' Share of Eyeballs Climbing

Posted by: David Kiley on July 8, 2009


One out of every seven minutes of media consumption today takes place on mobile devices, according to new research from IPG’s Universal McCann and AOL.

The study, which polled 1,800 mobile users over the fourth quarter of last year and first quarter of 2009, found that 80 percent of smart-phone users are satisfied using the quality of the Internet on their mobile devices.

Ninety-five percent of the respondents said they used mobile media to fill downtime; 82 percent said they use it at work; 81 percent while shopping; 80 percent at home; and 65 percent while commuting to their jobs. Among specific activities, 73 percent of respondents reported searching for maps and directions while 55 percent said they participated in social networking or sought out restaurant and movie listings or reviews. Forty-four percent reported seeking national news and information.

With mobile usage expected to grow by 60 percent by 2011, marketers are understandably sorting out ways to communicate their brands to mobile users.

Perhaps the best example of mobile marketing was President Obama’s election campaign which signed up millions of supporters for mobile alerts to speeches, events, new alerts and local fundraisers ion their areas.

I also like the way Marriott’s smartphone app. Works to allow business travelers to book hotel reservations. Motion picture marketers can’s assemble a film launch without a significant mobile plan. And car companies are increasingly turning to mobile to launch new vehicles. The convergence of mobile marketing and social networking with people facebooking and twittering from their handsets si also leading companies like Ford and GM to pump up mobile budgets for products aimed at younger buyers like the forthcoming Ford Fiesta and Chevrolet Volt.

There are now 63 million mobile Web users in the U.S., more than 19 million of whom access the Internet on a weekly basis. Of course, the number in China has some 240 million.

Reader Comments


July 9, 2009 9:34 AM

Was game playing on mobile devices included in this study? I know several of my friends use their mobile devices for playing games more than anything.

Kevin Keenmon

July 11, 2009 4:50 AM

Mobile Advertising will be an amazing advertising tool in the future. I also think it has the ability to be individualized beyond the scope of segmented markets. That will most likely end up being it's key advantage above other advertising strategies.

Kevin's Advertising Blog

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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