4 in 5 GB smartphone owners use the Internet
on their mobile everyday
London, 6th
November 2014:
Research released today by the Internet Advertising Bureau UK (IAB) shows the
role that mobile and tablets play with traditional media.
The study
carried out in conjunction with research agency Kantar Media, shows how
consumers are using portable devices in the purchase journey and the
relationship that they have with traditional media. The study also looked at
the impact of not having a mobile optimized site and the implications this
could have for brands.
The survey, which had a sample size of over 2,000 GB smartphone owners aged
between 16-70 years old, revealed that 81% go on the internet via an app or
browser daily, and this rose further to 90% for those aged between 25–34. The
research shows that the mobile phone was the number one device for smartphone
owners aged between 16-34 when looking up product information, followed by a
laptop.
e.g
mobile is the preferred source of product info for 41% of 16-34 year olds
TV & mobile are perfect companions
Traditional media was a trigger for consumers to do more research on their
mobile phone about a product or service, with 59% claiming they were prompted
by traditional media to follow up on their smartphone or tablet in the last
four weeks. TV was the largest traditional media trigger for smartphone action,
with 43% looking up more information on either their phone or tablet after
seeing something on TV, compared to 28% for newspapers, 25% for outdoor and 21%
for radio and magazines.
Looking at the
specific types of triggers on each media that prompted people to reach for
their phone or tablet, the study revealed that adverts were the top trigger for
broadcast and outdoor. Adverts were also key prompts for print, however it was
editorial content that was the biggest trigger.
Mobile
optimisation is key
Interestingly 52% of smartphone owners said they had visited a non-mobile
optimised site in the last month, 69% of consumers said this was a
‘frustrating’ experience.
IAB’s Senior Research Manager, Hannah Bewley said: “The fact that 59% of
smartphone owners had been prompted by traditional media in the last four weeks
to look for more information on products shows that mobile is the glue that
holds other media together. The study emphasized the importance of optimizing
sites so that consumers are able to browse your site, research your product and
transact on the move. With 73% not looking for an alternative
device if they reach a non-optimised site, brands without a mobile strategy are
risking losing customers.”
Courtesy of Meredith Perry
