Nightfly Launches Major Mobile Research Study
Nightfly, the Diageo backed mobile marketing company, is launching the UK’s first monthly research project to investigate young people’s attitudes towards mobile services.
The Mobile Monitor study, which will be conducted by Simons Priest Associates, is intended to enable brand owners to gain a greater insight into the importance of mobile applications and their interaction with other media.
The research aims to asses a number of factors, including young people’s awareness of SMS marketing activity; their attitudes towards new mobile applications; and the way in which they use text messaging.
The findings will be drawn from 1,000 quarterly face-to-face interviews, plus six focus groups across a range of ages. Regular ‘text shot’ questions will also be sent directly to consumers in an attempt to get an instant response.
Each wave of the project will be sponsored by a media owner, who will be given the opportunity to tailor the study to its specific needs.
Commenting on the initiative, Nick Wiggin, head of planning at Nightfly said: “SMS is experiencing the highest growth of any media channel, with media owners’ core audience, users aged 13-35 years old, sending three times as many SMS messages as any other group. Therefore the insights we will be able to provide will be invaluable to these organisations in improving their marketing activities.”
He added: “Mobile Monitor will provide media owners an exclusive insight into how, when, where and why their customers use SMS, what content they want to receive and their attitude to the future possibilities of mobile.”
A new study from the Wireless World Forum predicts that over 100 million young people aged between 5 and 24 will own a mobile phone by the end of 2003. Penetration is predicted to increase to 57% in 2006, by which time there will be 134 million users in this age group (see Young To Drive Mobile Revenues During 2003).
Continental Research also forecasts that around 20% of mobile phone users will soon have handsets capable of receiving multi-media messages, providing advertisers with a potential market of 6.1 million new consumers (see Multi-Media Messaging Shows Potential For Advertisers).
Nightfly: 0208 235 2114 www.nightfly.com
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