More Consumers Becoming Totally Mobile Dependent

It’s clear mobile devices have a strong hold on today’s consumers, as most take their devices on vacation with them to perform activities from checking personal email to locating important places. Taking it a step further, some consumers are becoming totally mobile dependent, whether at home or on the go. 

Half of Mobile Users (51.1%) say they now check their email using only a mobile device, according to a recent survey conducted by Prosper Mobile Insights. 45.3% admit to mobile-​only Internet searches and 42.3% now connect with friends on Facebook sans stationary computers or other Internet-​capable devices. Overall, 7 in 10 Mobile Users (69.3%) conduct at least one web-​based activity solely with a smartphone or tablet:

Web-​based Activities Conducted Using Mobile Only
(Mobile Users)
Email: 51.1%
Internet Search: 45.3%
Facebook: 42.3%
Instant Messaging: 34.4%
Online Banking: 29.6%
Online Shopping: 25.4%
Twitter: 14.8%
Pinterest: 6.9%
None of the above: 31.7%

Three in ten say they conduct all their online banking on a mobile device while 1 in 4 treats a smartphone or tablet as a mobile mall for online purchases.

With consumers opting for mobile devices instead of computers for many online activities, marketers need to hone in on their targets in the traditional as well as the mobile ad space,” said Pam Goodfellow, Consumer Insights Director at BIGinsight. “Retailers need to know which types of ads their customers are most receptive to, as some may pay more attention to mobile banner ads, sponsored stories, and videos.”

Roughly 1 in 10 say they regularly pay attention to sponsored stories or links (11.2%), ads that play before/​during a video (10.0%) and video ads in general (8.8%). Banner ads (8.2%) aren’t far behind in gaining regular attention, but pop-​up ads (4.5%) appear to be the least liked type of mobile solicitation.

Advertisers should be careful when evaluating the amount of time a consumer spends on an ad—30.4% say they pay more attention to video ads because they are not allowed to click away from them.

Overall, for any type of ad on a mobile device, the best plan of action for marketers is to deliver ads to the right audience. 33.5% say they are more likely to pay attention to an ad if it is relevant. 31.4% would pay more attention if there were fewer ads overall, 28.4% are attracted to funny advertisements, 24.2% seek informative ads and 23.9% are more likely to focus on eye-​catching animations.

[Source:  "Mobile Survey."  Prosper Mobile Insights.  12 June 2012.  Web.  13 June 2012.]