A study by Nielsen Company stated that 71% of U.S. consumers plan to use some sort of mobile data service daily. It also concluded that 71% of current users are using mobile data services to connect to the Internet, 61% are using them for email, and 56% are using them for multimedia messaging services. Among non-users, nearly half (49%) said they anticipated using mobile Internet services, and 38% said they expected to use multimedia messaging. Thirty-four percent said they would use them to upload photos, and 28% said they planned to use mobile email.
According to Jeff Herrmann, vice president of mobile media for Nielsen, "A big driver of the mobile media is social networking…You get hooked. Once you start using it, you can't move away from it."
This has major implications for marketers, who are always looking for new ways to reach consumers. As more and more consumers are looking to using their mobile devices for other services, marketers are better able to target and differentiate the way in which they communicate with consumers. Further, as people are viewing mobile as a “necessity, not a luxury,” it is less affected by the economic downturn. Thus, marketers can feel better about allocating their budget toward mobile.
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