The research shows that mobile media usage patterns differ greatly depending on a consumers location, with the strongest usage of mobile media being in the home.
The research showed that 67% of participants who used their mobile for email did so in their home and 56% for mobile internet browsing.
Downloading mobile content was also revealed as significantly more likely to be performed at home, with speed, convenience and alleviating boredom cited as the key reasons for usage.
Meanwhile, high use of mobile media on public transport centred around entertainment services, such as TV, music and games, whereas services used most when out and about, such as local information and internet search, tend to facilitate movement.
Other key findings on mobile media usage included: The average age for mobile media users is 36, and 81% use mobile media more than once a week with 46% using it daily; Men generally use mobile media more, although women are much more likely to use picture messaging; The mobile internet pages viewed most often are search engines, email, news, music and film although a high proportion (55%) of people browse the mobile internet with no specific agenda, providing an opportunity for marketers to attract their attention.
Research participants were asked to rate traditional and digital broadcast and print media on a number of attributes. Mobile media was overwhelmingly viewed as the most personal and innovative media, providing it with a unique place in the marketing mix.
The research revealed that people are very much open to mobile marketing and contained some important insights for brands looking to engage with consumers using the media, including: Short SMS codes remain a popular marketing mechanic, having been used by two thirds of participants; 70% of participants are attracted more by interactive marketing formats, such as sponsorship, coupons or picture messaging mechanics
When clicking on adverts on the mobile internet, the stages that are most popular are: adverts which click straight through to the brand’s website (favoured by 47%); voucher code or coupon (43%); click through to another area of the site (36%); entered in a competition (34%).
The research, titled Exposure 2, consists of independent qualitative and quantitative research, following a survey of more than 2,000 mobile media users from across all UK mobile networks. The survey focuses on consumer consumption of mobile media, and attitudes towards it when used as a marketing channel, particularly in comparison to other traditional and digital media.