Mobile Marketing Blog by InMovil Media

M:Metrics has published mobile marketing data which reports that young males are a rich target for mobile advertisers, as among mobile phone users 36 percent of 18 to 34-year-old men accessed mobile media in February. Men in this age group are also highly receptive to SMS advertising and marketing, with 9 percent response rate, versus a 4 percent market average.

In Western Europe, the male population is inclined to browse and download content on the mobile Web. A quarter of all male mobile phone users accessed mobile media, like for example mobile websites, compared to just under 19 percent of women. The audience is also quite young: 28 percent of 13 to 17-year-olds consume mobile media, only 12 percent of those 55 and older do.

“Reaching the 18 to 34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media,” observed Paul Goode, senior analyst. “According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 percent of mobile media users, compared to only 29 percent of TV viewers.”

Interestingly, U.S. mobile users are more active consumers of mobile media and they use the mobile medium in a different way. As unlike Europeans they use SMS less frequently for news and information retrieval and are more likely to have data plans, which impacts mobile content consumption directly. Among Europeans, the UK has the highest percentage of mobile media users, at 26.8 percent, while Germany and France lag, at 18.4 percent and 18.5 percent, respectively.

“In Great Britain, mobile media is attracting a highly desirable audience that is 44 percent more likely to be defined as ‘cash rich, time poor’ than the market average,” said Goode. “In fact, data from TGI M:Metrics confirms that one third of all UK mobile media users agree they are tempted to buy products they’ve seen advertised.”

“Since the early days of mobile marketing an advertising, SMS advertising has been an effective way to reach the masses, but advertises are now actively looking at the mobile web to access new audiences,” said Goode. “According to TGI M:Metrics, adding mobile to a media plan increases the efficiency of reaching key target groups, a metric that will continue to improve with the growth of 3G and smartphone ownership.”

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JupiterResearch says that it has found that introducing portable media players (PMP’s) with internet browsing capabilities are likely to stimulate significant growth in the amount of people accessing the mobile web and will create additional opportunity for mobile advertisers, who are expected to spend $2.2 billion on mobile messaging, display ads, and search via mobile technology by the year 2012.

Adoption of internet browsing on mobile phones is expected to climb from 16 percent at the end of 2007 to 19 percent at the end of 2008.

Their new study was completed in cooperation with mobile advertising service provider AdMob.

According to the report, the majority of page views and advertising impressions on mobile phones and portable media players are on a small screen with a mini-browser. Impressions and click-through rates (CTR) per device, however, are higher for mobile devices with full browsers.

“Mobility is adding a time and space dimension to media and advertising that has the potential to drive up CPM’s significantly. We are finding ads with location tags are selling at five to tenfold premiums over basic ads,” said Julie Ask, Vice President at JupiterResearch and lead author of the report. “The ability to tag users with location, demographics, and behavioral data complemented by devices that support rich media to avoid having their role in the advertising value chain made obsolete must continued to push forward.”

In order to be truly successful, mobile carriers must continue to enable access with affordable portable media players, mobile devices and innovative business models while protecting their stake in the value chain by adding information layers to user profiles.

“New mobile devices such as portable media players available on the market with dramatically improved user interfaces and capable of fully rendering HTML web sites are driving consumer demand for Internet access on mobile devices,” said David Schatsky, President of JupiterResearch. “Carriers should continue to enable consumers by rolling out more devices that look like portable media players at affordable prices – perhaps even as a second device – and continue to break down economic barriers of pricing and application restrictions to consumer adoption.”

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Anyone who doubts how important mobile phones are and will become as a platform and marketing medium needs only to look at the latest Pew Internet & American Life report. Cellphones are now more important to US adults than the internet, television, landline phones, and email. In addition, an increasing number of consumers are using their mobile phones for things other than voice communications, including accessing mobile internet content.

Pew conducted a telephone survey of 2,054 US adults in December, 2007 (500 were reached on their cellphones) and found the following:

Pew segments the data by race, age, and, in some cases, income. Among younger uses, as one might expect, the trends become even more pronounced:

18-29 year olds: Ever done (%) Typical day (%)

Send or receive text messages 85 60
Take a picture 82 31
Play a game 47 16
Send or receive email 28 10
Access the internet 31 14
Record a video 34 6
Play music 38 16
Send or receive instant messages 26 9
Get a map or directions to another location 18 6
Watch video 19 6

Just a day earlier, comScore reported that the number of users who access the Internet through mobile broadband connections (predominantly using a PC) had grown by 154 percent in a year. Currently, roughly 1 percent of the US online population uses mobile broadband to get online but those numbers should increase dramatically as the mobile infrastructure continues to develop — and more people use 3G mobile networks on their cellphones for internet access.

Do you want more information about how we can help your company to use mobile marketing  and mobile internet to connect to your customers please contact us.