Enpocket, a global mobile media company, has unveiled second quarter findings from its flagship survey, the Mobile Media Monitor. This quarterly study helps marketers keep up to speed with the ever-changing patterns of consumer mobile usage.
For young adults, the mobile phone is now twice as important to them as the TV, yet only 16% have ever seen advertising or marketing on their mobile phone.
Participants in the survey were asked which medium they would give up first if they had to choose between TV, newspapers, mobile phone, the internet, radio and magazines. Just 6% of 18-24 year olds chose to give up their mobile first compared to 11% for radio, 11% for magazines, 12% for television and 55% for newspapers.
The Mobile Media Monitor reveals that consumers of all ages have become as loyal to their mobiles as they are to television. When asked which type of media they would give up first if they had to, mobile and television were on equal footing (12%), versus 29% for newspapers and magazines.
The survey also revealed that mobile phone ownership has grown 30% in the past year and that 70% of the US population now has access to the world’s fastest growing mass media channel. Ownership is highest among 18-24 year olds at 85%, but penetration is also rising rapidly among seniors. 55% of Americans over 65 are cell phone owners.
“This data shows that the mobile medium is increasingly vital to consumers, yet remains relatively untapped as a commercial messaging channel in the US. The brands and companies that invest now in mobile have the opportunity to create meaningful relationships with the mobile consumer that greatly expand brand value,” said Mike Baker, President & COO, Enpocket.
Phase 7 of the Mobile Media Monitor analysis was based on 1,000 telephone interviews undertaken by NOP World for Enpocket Insight in June 2005, and relates to the period March 2005 – June 2005. The base was representative of US mobile phone usage.
