Mobile Internet Needs To Cross “Marketing Chasm”
Mobile network operators and device suppliers need to “cross the marketing chasm” if they are going to grow mobile internet into a big consumer market, according to the Mobile Broadband research being carried out by Point Topic and YouGov.
“But there millions more out there who are keen to use it, if the prices and solutions are right for them.”
57% of mobile internet users today are under 35 years old and they are much more likely to come from the more affluent social groups.
But the range of people who say they are interested in using mobile internet in future is much more evenly spread by gender, age group, social group and income.
While current usage is dominated by work-related applications, the new users are much more interested in entertainment and keeping in touch with their friends. Marketing needs to change to reach this much wider group with the promise of meeting their different needs and wants. Prices and devices have to be right as well.
Johnson said: “I think it’s fascinating to see this actually going on right now as far as mobile internet is concerned. Our survey shows there is a big potential market out there, but the vendors and operators need a new approach to take advantage of it. At least they’re trying – look at Vodafone’s campaign ‘The internet is now mobile’ for example.”
A recent survey from Ingenio found that of the overwhelming majority of US consumers that own a mobile phone, only a minority of mobile phone owners (30%) can recall seeing or hearing an advertisement on their mobile phone in the past year (see Room For Growth In Mobile Advertising).
Meanwhile, a report from Strategy Analytics forecast that advertisers will spend $1.4 billion worldwide on mobile media this year, rising to $14.4 billion by 2011 (see Mobile Media Adspend To Increase).