The results of a recent study by Orange on consumer mobile media habits shows that mobile has now become mainstream for consumers.
The survey followed more than 2,000 mobile media users from across all UK mobile networks, and focused on consumer consumption of mobile media and attitudes towards mobile when used as a marketing channel.
Just about a year ago we reported on Exposure, the Orange research project on Understanding The Mobile Consumer: Orange UK Reveals Consumer Research on Mobile Media Consumption & Attitudes to Advertising.
This Exposure 2 project is the second intended to look at mobile media within the broader media landscape in the UK, and it includes both qualitative and quantitative research .
Some of the study highlights concerning mobile media consumption are:
Regarding mobile as a marketing channel, the study revealed the following:
Also, it interesting to note that now over half the people reported that sometimes they simply browse the mobile internet with no specific objective in mind. This should be an excellent opportunity for brands to capture their attention through interesting, useful, relevant advertising.
Steve Heald, Director of Partner Channels at Orange UK, said: “Exposure 2 shows that mobile media is now very much part of the mainstream for consumers. The public’s openness to marketing through mobile media highlights that there is a huge opportunity for marketers to engage consumers with clever executions. I hope the findings will prove to be a catalyst for a wave of inspiring and creative marketing campaigns that capitalise on mobile’s unique properties as the most personal and innovative of channels.”