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Mobile & the media day Summary. Objectives & Methodology . Objectives Understand the level of usage of mobile media by daypart Measure cross media usage with mobile Examine why people are using mobile media Methodology Media diary, 500 respondents per day with 6 dayparts

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objectives methodology
Objectives & Methodology

Objectives

  • Understand the level of usage of mobile media by daypart
  • Measure cross media usage with mobile
  • Examine why people are using mobile media

Methodology

  • Media diary, 500 respondents per day with 6 dayparts
  • All users of mobile media
    • mobile users who browse the mobile internet, use applications or download content
  • Sample weighted to Comscoredemos
  • 6 Online group discussions
mobile media usage peaks 6 9pm
Mobile media usage peaks 6-9pm

18 total mobile media usage occasions per day

No. of mobile media usage occasions

Source: IAB’s Mobile & the Media Day Study, Jan 2011

Base: Average of 500 respondents, over 7 days

most multi tasking happens after 6pm
Most multi tasking happens after 6pm

What other media, if any, did you use / view at the same time as you were using mobile media?

% of people used in week

Source: IAB’s Mobile & the Media Day Study, Jan 2011

Base: Average of 500 respondents, over 7 days

mobile the response mechanism
Mobile the response mechanism

40%

agree they often use their mobile if they see an interesting ad

In Easy Living this month there was a dinner plate set featured so I used my mobile to look it up on the supplier website and purchase it.

Katie Y

10%

used their mobile in the week because they were prompted by another media

Source: IAB’s Mobile & the Media Day Study, Jan 2011

Base: Average of 500 respondents, over 7 days

implications
Implications
  • Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor.
  • Brands need to ensure their site works on mobile, it’s become part of good customer service
  • Mobile presents brands with different opportunities throughout the day- make sure your offering fits with what consumers need.
  • Mobile should be considered in all advertising campaigns as a potential response mechanism
  • Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand.

Source: IAB’s Mobile & the Media Day Study, Jan 2011

Base: Average of 500 respondents, over 7 days

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