Survey shows increasing global popularity of mobile phones
A new survey from Synovate reveals that 82% of Americans never leave home without their mobile phones, with 36% of people across the world saying they ‘cannot live without’ their mobile.
Steve Garton, Synovate’s global head of media, said: “Marketers need to understand as much as possible about how people use their phones, how they feel about them – and what they want more of.
“One very important point about the marketing potential of the phone is that people tend to classify the mobile phone differently to mainstream media like television, radio, print, outdoor and even the internet. Most people do not think of phones as a media platform at all.”
Synovate surveyed over 8,000 mobile phone owners across 11 markets – including 504 in the US – to learn more about how people are using these devices, which features they use and how they really feel about them.
Overall, 23% of respondents across 11 markets own more than two mobile phones. Americans are among the most likely to own at least two at 33%, along with the French (34%). Britons and Americans were the most likely to own a smartphone at 21% and 20%, respectively.
The survey showed that the US and the UK lead the way in mobile functions that require 3G access:
- Overall, 17% of respondents use email on their mobile on a regular basis, led by 26% in the US and 25% in the UK.
- Similarly, an overall 17% use internet browsing, topped by the UK at 31% and the US at 26%.
- Eleven percent say they social network regularly via mobile, again led by the UK (17%) and the US (15%).
Earlier this month, research published by Nielsen Online found that US visits to websites from mobile devices were up 34% during the twelve months to the end of July.
While men make up the majority of the US mobile web audience at 53% of visits, up 26% year on year, growth among female users was far higher, up 43%.
Elsewhere, Magna forecast that US mobile advertising will grow by 36% this year, rising from $169 million in 2008 to $229 million during the course of 2009.
MediaTel Group’s Future of Mobile seminar takes place on 9th December 2009, sponsored by O2 and The Nielsen Company. Discounted tickets are available now. For more information and to book, visit http://seminars.mediatelgroup.co.uk.