A new consumer study of mobile internet usage and attitudes has found that consumers’ most-wanted mobile activities include phone-optimised banking and travel planning.
Conducted by the AKQA’s Research & Insights department in conjunction with dotMobi, the survey reveals key insights into the importance of a better mobile Web for consumers in the US and UK.
Nearly 90% of consumer respondents stated that they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them.
Approximately 90% of the 2,000 respondents in the online panel provided by Research Now are interested in learning about the mobile web, demonstrating a need for brands to make their mobile properties findable via mobile search, marketing and advertising campaigns.
In addition, 50% of respondents were unaware that there are mobile sites optimised for use on mobile phones and the vast majority – 86% of participants – said they were interested in knowing which sites are easily accessible on a mobile phone.
The study also found that poor site display and layout remain top reasons for mobile Web dissatisfaction among consumers.
Daniel Rosen, managing director of AKQA Mobile, said: “The enormous popularity of mobile devices has had a profound affect on the lifestyle of the consumer, unleashing new levels of connectivity and personal mobility.
“When planning campaigns, global brands need to ensure they take into account the role the mobile device can play in helping them engage with customers, and that they create campaigns have been developed specifically for mobile applications.
“The survey’s findings show how easily consumers were turned off by earlier, ill-conceived mobile campaigns. With mobile devices more ubiquitous, powerful and sophisticated than ever, there is a real opportunity for brands to deliver ground-breaking mobile campaigns that captivate, engage and entertain their customers.”
Chip maker Intel recently forecast that mobile internet devices will grow to 1.2 billion by 2012 (see 1.2bn Mobile Internet Devices By 2012).
However, at the start of July, Point Topic released data revealing that there are currently under three million people in the UK who are using the mobile internet (see Under 3m People In UK Use Mobile Internet).
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