New research commissioned by Yahoo! reveals that UK consumers are interacting with numerous screens at any one point, with a quarter of mobile media users using mobile, TV and PC at the same time, and 84% of users stating they simultaneously interacted with two screens. The research supports the view that brands wishing to engage with UK consumers need to consider all platforms to ensure awareness for their campaigns. Yahoo! Says the findings also highlight the need for the mobile Internet experience to reflect that of a PC, in order for that experience to be considered useful.
The survey was conducted by APPetite, which surveyed 2,004 UK mobile media users aged between 16 & 65, with quotas set on age and mobile network, to ensure the research represented the national average.
The research found that while mobile applications are driving usage and support brand innovation, long-term mobile engagement depends on optimised mobile Internet experiences. Furthermore, where the mobile Internet experience is poor, 44% of users blamed the brand, rather than the mobile network, stressing the need for brands who wish to engage with users online to seriously consider the quality of their online presence on mobile.
“There is now genuine consumer excitement over what possibilities mobile media can provide, and brands must quickly respond to take advantage of this,” says John Tigg, Head of Mobile at Yahoo! UK. “We believe Yahoo! is in a prime position to advise its clients on how to engage with this new enthusiasm. Yahoo! understands the interplay between established content and advertising platforms and what a brand should do to succeed in the mobile space.”
The survey was conducted by APPetite, which surveyed 2,004 UK mobile media users aged between 16 & 65, with quotas set on age and mobile network, to ensure the research represented the national average.
The research found that while mobile applications are driving usage and support brand innovation, long-term mobile engagement depends on optimised mobile Internet experiences. Furthermore, where the mobile Internet experience is poor, 44% of users blamed the brand, rather than the mobile network, stressing the need for brands who wish to engage with users online to seriously consider the quality of their online presence on mobile.
“There is now genuine consumer excitement over what possibilities mobile media can provide, and brands must quickly respond to take advantage of this,” says John Tigg, Head of Mobile at Yahoo! UK. “We believe Yahoo! is in a prime position to advise its clients on how to engage with this new enthusiasm. Yahoo! understands the interplay between established content and advertising platforms and what a brand should do to succeed in the mobile space.”
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