Research reveals new breed of mobile media consumers

NEW RESEARCH published today has revealed that almost two thirds of mobile video users surf the internet on their mobile phone rather than a computer.

The study conducted by Transpera, the US-based ad network and InsightExpress, the digital marketing research business, measures consumers' reactions and feedback to mobile video advertising and their reliance on mobile for information. The study concludes that avid mobile video users represent a unique audience that may not be reachable via other digital media, as well as comprise an audience profile that is attractive to brand advertisers.

The study shows just how much mobile video users rely on their device and that they spend more time on their mobile than they do on their computer, compared to non mobile video viewers. For example, 62 per cent of mobile video users surveyed, use their mobile phone more than they use a computer to browse the Internet, vs. just 9 per cent of the non-mobile video viewers.

Mobile users who watch mobile video at least once a week report their media preferences and behaviors, as follows:

-- 78 per cent rely on their mobile phone for up-to-the-minute information, vs. only 19 per cent of those who never viewed mobile video. Showing mobile video is a great feature for news, sports and information services.

-- 71 per cent prefer to receive information via mobile internet, vs. just 13 per cent of those who don't view mobile video.

-- 58 per cent get more of their news from the mobile phone than ANY OTHER source, vs. only 10 per cent of those who have never viewed mobile video. Again showing the power of reaching an unduplicated unique audience through mobile video for news and information services.

-- 50 per cent spend more time away from computers than in front of them, vs. the reported 21 per cent of those not watching mobile video.

"The mobile video audience is savvy and focused on their mobile experience. These consumers are clearly comfortable with their phones; these devices are an integral part of their lives," said Phuc Truong, Managing Director, US - Mobext, the mobile marketing arm of Havas Digital. "The audience is ever growing and video is becoming an important component to the overall mobile mix. From an engagement perspective, brands will find this audience highly attentive."

The avid mobile video viewer has a profile that is more attractive for brand advertisers, than those who have never viewed video on mobile. For example:

-- 75 per cent of the avid mobile video users surveyed eat out of the home 2 or more times a week, vs. only 47 per cent of the non-mobile video watchers.

-- 59 per cent of the avid mobile video users have spent more than 5 nights in a hotel in the past year, vs. just 34 per cent of the none-mobile video watchers.

-- 40 per cent of the avid mobile video users earn more than $75k income, as compared to only 25 per cent of the non-mobile video watchers.

Of interest, 60 per cent of the avid mobile video users in the study are male.

"These types of consumer surveys are key to understanding the potential of the mobile medium to not only reach a highly desirable consumer base, but to have a genuine impact and influence on users," said Joy Liuzzo, Director of Marketing & Mobile Research for InsightExpress. "We are seeing a new breed of media consumers that are using mobile to supplement or replace their previous digital media consumption."

Among the mobile ad formats available on Transpera's network are Peek(TM) pre-roll video -- 15-second mobile video ads -- coupled with display advertising, that are uniquely suited for the mobile user. Ads are targeted based on content usage and demographics, and inserted server side in real-time to ensure rapid delivery with no lengthy rebuffering.

"Mobile is a great place for marketers to connect with savvy audiences who are increasingly relying on mobile exclusively in their daily lives. This is very important unduplicated reach for marketers, and the quality and breadth of video content now easily accessible means more and more consumers are turning to their phones for 24/7 access to news, sports, entertainment, weather and more," said Frank Barbieri, CEO and founder of Transpera. "We're committed to delivering the best possible video experience to the mobile user and the brand advertisers looking to connect with this lucrative audience in a relevant and meaningful way."

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