comScore Study Confirms Need for Mobile Marketing
A recent study by comScore found that light PC internet users (those that view an average of 1,104 pages per month) are 30 percent more likely to access mobile internet content than heavy PC internet users (those that view approximately 6,700 pages per month on average). The main content being viewed by mobile users is news and information, specifically regional or local items. Entertainment and sports info were the next most popular mobile websites. Males between the ages of 18 and 44 tend to access mobile internet content the most. The findings in this study are extremely valuable for both online and mobile marketers. Understanding how users access mobile and PC web content and knowing who those users are can help marketers to tailor messages and create more appealing ads.
Particularly useful to our efforts is the knowledge that most mobile users are accessing regional and local content. It stands to reason that if users are accessing local content, they are also interested in finding local businesses and that’s where our local map listings come in handy. Local map listings filter out to mobile devices through local distribution channels and are a great way to reach on-the-go users who are looking for a restaurant, store or other business nearby.
Read more about comScore’s mobile internet content study.
~Erik
on March 3rd, 2009 at 11:19 am
It seems that tools available to internet marketers to reach these mobile users becomes more robust all the time. With sales of the iPhone in 2008 reaching almost 14 million, and the popularity of the 3G format in general, this is a marketing avenue that should become essential in any strategy.
A recent survey posted on Wired’s blog concludes that nearly 85 percent of iPhone purchasers regularly use their handheld device to access news and other content on the web. http://blog.wired.com/business/2008/03/survey-confirms.html