Yahoo! mobile research: Media multi-tasking on the rise

Consumers are increasingly media multi-tasking, according to new mobile focused research from Yahoo!.

The APPetite research found that 22% of consumers use PC, TV and mobile devices simultaneously, with 17% using PC and mobile at the same time, 29% using TV and mobile at the same time, and a massive 77% watching TV and using their PC simultaneously.

The findings also included a warning for brands that they must get their mobile offerings right, with many consumers opting to switch brands because of a bad brand experience .

Speaking at the unveiling of the research today, Patrick Hourihan, head of trade marketing at Yahoo!, said that 44% of consumers blame brands if they do have a bad experience, with the increase in smartphones giving consumers higher expectations from retailers in particular.

The research showed that 1 in 10 mobile media users make mobile purchases, with this figure rising to 4 in 10 for iPhone users (including purchasing apps from the App Store).

There has been a big debate about whether the future of mobile media lies in apps or mobile sites, although Hourihan said that as far as the average mobile user is concerned “I don’t think the level of understanding needs to be there; ultimately it’s about consumer need”.

However, he added that Yahoo!’s qualitative research had shown that consumers expect the future of mobile media to be one of optimised websites – with the full experience that brings – rather than apps.