Telco’s study sings mobile’s praises
Findings from Bell Media Digital’s fourth annual Canadian Mobile Media Snapshot study indicate that mobile advertising is a strong driver of brand metrics such as awareness and purchase intent.
The survey further suggests that, with smartphone penetration accelerating in Canada, marketers would be well advised to ensure their brands deliver high-quality mobile media experiences to consumers.
“What we know about urban Canadians, and based on smartphone sales by carriers, is that the adoption curve is accelerating at a rapid rate,” said Jonathan Dunn, associate director, mobile sales and marketing for Bell Media Digital. “Just about everyone out there is predicting that smartphone penetration by the end of 2011 or early in 2012 will be cresting close to 50%.
“The numbers here are reflective not just of what’s happening now within key demographics, but what’s going to be the case nationally in 3-6 months, in all likelihood.”
Survey by: Toronto research firm Hotspex, commissioned by Bell Media Digital
Methodology: Online survey of 1,064 Canadians – 56% of whom used smartphones across multiple carriers – from April 13-May 2
Key findings:
• 82% of mobile media users said mobile media is a good way to learn about products and brands; 80% said mobile media could persuade them to investigate products and services
• 71% said mobile media could change their perceptions of a product or service
• 65% said mobile media could influence them to purchase a product or service
• 53% of mobile media users – and 43% of all mobile phone owners – said they could not leave home without their mobile devices
• 19% of mobile media users said they visit completely different sites on their mobile devices than on their desktop computers. 45% reported that they used their desktops to access the same sites they visited on their mobile devices
• 68% of mobile media users said they were frustrated by the lack of mobile-optimized websites
