1 / 17

October 2008

October 2008. Mobile Research on Research. Your Digital Marketing Research Partner. InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media.

merrill-casey
Download Presentation

October 2008

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. October 2008 Mobile Research on Research

  2. Your Digital Marketing Research Partner InsightExpress is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media. We offer an entire range of comprehensive custom research and digital media measurement solutions, from survey development through the presentation of clear, actionable results. 2

  3. To provide unwavering focus as well as broad strategic vision, we proudly offer our clients three centers of expertise: InsightExpress is uniquely equipped to measure integrated media efforts across all channels We support clients directly or via an agency or publisher relationship Centers of Expertise You Can Rely On • Mobile Research • Digital Media Measurement • Custom Marketing Research 3

  4. Research Based Expertise • In our commitment to providing industry leading education in the Mobile environment, InsightExpress has completed its third installment of Research on Research. • First installment (July 2007) – General market overview and assessment of mobile survey interest. • Second installment (October 2007) – Data plans, participation in mobile marketing campaigns and specific mobile surveys. • Third installment (January 2008) – Mobile user profile • Fourth installment (August 2008) – Minorities use of mobile and deep profiling of specific behavioral segments

  5. A Generational Perspective

  6. Mobile for the Masses • Mobile phone penetration is spread equally across generations. • Gen Y (18-24) 85% 87% • Gen X (25-44) 82% 83% • Younger Boomers (45-54) 80% 65% • Older Boomers (55-64) 79% 65% Mobile Phone penetration Internet penetration* *Pew Internet Research - http://www.pewinternet.org/trends/User_Demo_6.15.07.htm

  7. Oh, Those Amazing Contraptions… Boomers aren’t too far behind. Gen Y & X-ers have feature packed phones.

  8. Those Young Whippersnappers and Their Thumbs! Daily activities on the mobile phone are very telling of things to come. Younger Boomers(45-54) Older Boomers(55-64) Gen X(25-44) Gen Y(18-24)

  9. Text Interaction Is Still A New Behavior • Roughly 1 in 6 have signed up for some sort of text alert. • Roughly 1 in 10 are interested in signing up for text alerts. Weather and Sports alerts are most popular

  10. Other Gen Y Behaviors Also Emerging • Mobile as a “social crutch” • 38% have pretended to talk on their mobile when no one was on the other end • 34% have arranged to have someone call their mobile to “rescue” them • Mobile as a “boredom fighter” • 56% of Gen Y have spent time looking for new things to do with their mobile phone when bored • Mobile as “instant gratification” • 47% have sent a text message they regretted

  11. A Behavioral Perspective

  12. Mobile Pioneer Mobile Wannabe Introducing the Three Faces of Mobile Mobile Traditionalist 15% 25% 60% Forges ahead using advanced features weekly (Internet, Application, and/or Video) Has tried some advanced features but wants to use them more Content to just use mobile for phone calls and texting Majority under 35 yrs, 1/3 have a smartphone, More likely to be male, single and a minority Less than half under 35, 5% own a smartphone 2/3 over 35 yrs

  13. Mobile Pioneer Mobile Wannabe Mobile Traditionalist Deep end swimmer who uses everything Everyone Dips Toes into the Advanced Mobile Waters The difference is what part of the pool they swim in Likes to paddle up to the rope, but hasn’t crossed into the deep end Happy in the shallow end Videos Email Texting Games Internet IM Calendar Pictures Music Apps

  14. Who Makes the Most of Mobile?

  15. Mobile Pioneer Mobile Wannabe Where Should I Focus My Mobile Efforts? More likely* to agree that… Most advertising is relevant to them They trust the banners/pop-ups they see online They believe that products that are advertised are a lot better than ones that are not advertised at all Advertising keeps them up-to-date on products they would like to have They have told someone about an advertisement they liked *more likely than Traditionalists

  16. Activities done at least once a week Activities ever done * Minority defined as African American, Hispanic, Asian Focusing on Minorities’* use of Mobile In the past, we’ve seen minorities lag behind in adoption of technologies, but not with mobile. 16

  17. Thanks for your time today. Amy Covey Director, Digital Media Measurement, Midwest Office: 773.661.9039 Mobile: 203.550.6662 acovey@insightexpress.com InsightExpress is leading the future of marketing research. Think Mobile! Joy Liuzzo Director of Marketing and Mobile Research Office: 203.967.5604 Mobile: 203.252.7005 jliuzzo@insightexpress.com

More Related