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As if we needed more proof that the trend towards mobile media consumption is gaining traction... A recent study shows our attachment to our phones is as strong as ever, and goes beyond making calls or checking email.
Mobile app developer Handmark surveyed 300,000 mobile customers about how they prefer to receive breaking news. 30% held up their smart phones, a percentage that narrowly nudged out desktop browsing (29%) and television (21%), but soundly whipped newspapers at 3%. (Ouch – yes, that sound you hear is bagpipes as they warm up to play Taps for printed media).
56% of those surveyed expect to use their mobile device to access news and information even more frequently in the next year. But for marketers, the most important part of this survey has nothing to do with breaking news: 69% of those surveyed said they had used their mobile device to make a purchase at least once in the past year, and most expected to increase their mobile spending in 2011.
So not only is there a growing opportunity to reach your audience through mobile, but increasing acceptance of mobile purchasing means a greater ability to convert on-the-spot. No wonder US mobile ad spending rose 80% this year and is expectedto top $1 billion in the next. Is mobile reflected in your 2011 plan?
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