First ever sector-specific research project into attitudes towards mobile phone advertising has been conducted by Aerodeon and Millward Brown.
Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
Mobile Internet browsing increases PC Internet browsing
3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
Mobile Internet browsing increases PC Internet browsing
3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
Full release...
First ever sector-specific research project into attitudes towards mobile phone advertising has been conducted by Aerodeon, a leading mobile advertising agency and brand research agency Millward Brown
Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
Mobile Internet browsing increases PC Internet browsing
3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
London, UK 8th May 2008 - The first ever sector specific research project into consumer attitudes towards mobile phone advertising has been commissioned by Aerodeon, a leading mobile advertising agency and conducted by brand research company Millward Brown. The study was supported by sponsors across several key market sectors in digital advertising including Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange. For all sectors covered, it found that over 3 in every 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles.
Conducted in January 2008, the research project solicited and measured the opinions of more than one thousand 18-64 year old personal computer Internet users in the UK, split equally by gender. The study aimed to highlight which product and service sectors would benefit most from investment in mobile advertising and marketing, and which formats, content and communication methods would be most acceptable to consumers and effective for advertisers.
Other highlights from the study include:
Over half (52 percent) of ALL PC Internet users use the mobile Internet, rising to 3 in 4 (77 percent) of 18-24 year olds.
1 in 3 of all mobile Internet users browse at least once a week.
Average surfing time per session is six minutes with one quarter of all 18-34 year olds spending more than 10 minutes per session when browsing the mobile Internet.
Mobile Internet surfing makes consumers feel they have reduced consumption of magazines and newspapers (net of 17 percent feel they are reading less). In contrast, it seems mobile surfing may increase PC-based Internet consumption (net of 23 percent feel they are surfing more).
2 in 3 of ALL mobile Internet users use mobile Internet to search.
Amongst heavy users of the mobile Internet, having access to the mobile Internet is more important than TV or newspapers.
Nearly half of all regular mobile Internet users use the mobile Internet to research big ticket, high consideration items such as cars and holidays.
The main barrier to adoption for non-users is cost and a lack of knowledge about how to access mobile Internet services.
Advertisers who sponsored the research are now examining the findings to identify the best category-specific mobile marketing opportunities among their individual target audiences.
Chris Bourke, MD Aerodeon said, This study contributes to the growing body of compelling evidence that mobile offers advertisers unique advantages and that investment in it is necessary to achieve a 360 degree digital communication strategy.
Steve Ricketts, Head of Third Party Services, Orange UK said, This study provides powerful evidence for UK digital advertisers to take the initiative and include more mobile media in their marketing plans. The results show that more and more British consumers are using mobile media and that their behavior offers advertisers brand new ways to engage potential customers, drive sales and build brand equity. These positive findings reflect the ever increasing adoption and uptake of mobile media.
Aerodeon collaborated with Millward Brown on the development of the study on behalf of the brand sponsors involved and it is believed to be the first to examine the effectiveness of mobile advertising on an industry sector-by-sector basis.
Claire Arnold, the Account Manager at Millward Brown who managed the study said, Weve been delighted to work with Aerodeon on this ground-breaking study. The majority of mobile phone users have now dipped their toes into the mobile Internet, and the heaviest of these users are clearly showing the potential value of this personal connection point for advertisers. Mobile search ads and relevant, targeted mobile display advertising are both very interesting new opportunities for marketers particularly those with progressive, modern brands looking to target a younger audience.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UKs first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including P&G, Diageo and News International from its headquarters in London.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions -- both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and BMRB (public sector, media and market research). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
Study sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange
Mobile Internet browsing increases PC Internet browsing
3 in 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles
London, UK 8th May 2008 - The first ever sector specific research project into consumer attitudes towards mobile phone advertising has been commissioned by Aerodeon, a leading mobile advertising agency and conducted by brand research company Millward Brown. The study was supported by sponsors across several key market sectors in digital advertising including Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange. For all sectors covered, it found that over 3 in every 5 mobile Internet users are more inclined to purchase a brand in response to relevant opt-in advertising on their mobiles.
Conducted in January 2008, the research project solicited and measured the opinions of more than one thousand 18-64 year old personal computer Internet users in the UK, split equally by gender. The study aimed to highlight which product and service sectors would benefit most from investment in mobile advertising and marketing, and which formats, content and communication methods would be most acceptable to consumers and effective for advertisers.
Other highlights from the study include:
Over half (52 percent) of ALL PC Internet users use the mobile Internet, rising to 3 in 4 (77 percent) of 18-24 year olds.
1 in 3 of all mobile Internet users browse at least once a week.
Average surfing time per session is six minutes with one quarter of all 18-34 year olds spending more than 10 minutes per session when browsing the mobile Internet.
Mobile Internet surfing makes consumers feel they have reduced consumption of magazines and newspapers (net of 17 percent feel they are reading less). In contrast, it seems mobile surfing may increase PC-based Internet consumption (net of 23 percent feel they are surfing more).
2 in 3 of ALL mobile Internet users use mobile Internet to search.
Amongst heavy users of the mobile Internet, having access to the mobile Internet is more important than TV or newspapers.
Nearly half of all regular mobile Internet users use the mobile Internet to research big ticket, high consideration items such as cars and holidays.
The main barrier to adoption for non-users is cost and a lack of knowledge about how to access mobile Internet services.
Advertisers who sponsored the research are now examining the findings to identify the best category-specific mobile marketing opportunities among their individual target audiences.
Chris Bourke, MD Aerodeon said, This study contributes to the growing body of compelling evidence that mobile offers advertisers unique advantages and that investment in it is necessary to achieve a 360 degree digital communication strategy.
Steve Ricketts, Head of Third Party Services, Orange UK said, This study provides powerful evidence for UK digital advertisers to take the initiative and include more mobile media in their marketing plans. The results show that more and more British consumers are using mobile media and that their behavior offers advertisers brand new ways to engage potential customers, drive sales and build brand equity. These positive findings reflect the ever increasing adoption and uptake of mobile media.
Aerodeon collaborated with Millward Brown on the development of the study on behalf of the brand sponsors involved and it is believed to be the first to examine the effectiveness of mobile advertising on an industry sector-by-sector basis.
Claire Arnold, the Account Manager at Millward Brown who managed the study said, Weve been delighted to work with Aerodeon on this ground-breaking study. The majority of mobile phone users have now dipped their toes into the mobile Internet, and the heaviest of these users are clearly showing the potential value of this personal connection point for advertisers. Mobile search ads and relevant, targeted mobile display advertising are both very interesting new opportunities for marketers particularly those with progressive, modern brands looking to target a younger audience.
About Aerodeon
Aerodeon was established in February 2000 by brothers Chris and Kieran Bourke as the UKs first mobile marketing agency. Today it delivers award winning, pan-European mobile advertising campaigns on behalf of some of the biggest brand owners in the world including P&G, Diageo and News International from its headquarters in London.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions -- both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and BMRB (public sector, media and market research). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
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