MOBILE & THE MEDIA DAY SUMMARY

Objectives & Methodology

Objectives• Understand the level of usage of mobile media by daypart

• Measure cross media usage with mobile

• Examine why people are using mobile media

Methodology• Media diary, 500 respondents per day with 6 dayparts

• All users of mobile media→ mobile users who browse the mobile internet, use applications or

download content

• Sample weighted to Comscore demos

• 6 Online group discussions

Mobile media usage peaks 6-9pm

6-9am 9am-12pm

12-3pm 3-6pm 6-9pm 9pm-12am

2

2.2

2.4

2.6

2.8

3

3.2

3.4

3.6

3.8

4

Average number of mobile media usage occasions

18

total mobile media usage occasions per day

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days

No

. o

f m

ob

ile m

ed

ia u

sag

e o

cca

sio

ns

Most multi tasking happens after 6pm

6-9am 9am-12pm

12-3pm 3-6pm 6-9pm 9pm-12am

0%

10%

20%

30%

40%

50%

60%

NonePC/laptopRadioNewspaper/magazineTV

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days

What other media, if any, did you use / view at the same time as you were using mobile media?

% o

f p

eo

ple

u

sed

in

w

ee

k

Mobile the response mechanism

40% agree they often use their mobile if they see an interesting ad

10%used their mobile in the week because they were prompted by another media

In Easy Living this month there was a dinner plate set featured so I used my mobile to look it up on the supplier website and purchase it.Katie Y

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days

Implications

• Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor.

• Brands need to ensure their site works on mobile, it’s become part of good customer service

• Mobile presents brands with different opportunities throughout the day- make sure your offering fits with what consumers need.

• Mobile should be considered in all advertising campaigns as a potential response mechanism

• Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand.

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days