Survey Reveals Major Shift in Mobile Device Usage

Survey Reveals Major Shift In Mobile Device Usage

7 in 10 Mobile Users Conduct at Least One Web-based Activity Using Only Smartphones or Tablets

WORTHINGTON, OH — 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. More than forty five percent 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%

3 in 10 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.

Further, 42.9% say they are more likely to focus on ads in video format, and the top reason for this special consideration is simply that video ads are more likely to grab the Mobile User’s attention:

Why More Attention to Video Ads (Mobile Users)

More likely to grab attention: 51.3%
More enjoyable than standard ads: 34.5%
Not able to click away without watching a part of it: 30.4%
Content is more relevant: 25.2%
Similar to enjoyable ads on TV: 23.1%
Have to watch to find out what is advertised: 21.9%

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.

Buyers See Smartphones, Tablets, and PCs as a Single Continuum of Connected Devices Separated Primarily By Screen SizeOverall, 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.

Online Tools for Media Buyers and Planners

The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.

DOOH Ad Network Locator and Media Kits


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