Active Mobile Users Are Active Online Searchers

by , Mar 24, 2011, 8:15 AM
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According to the BIGresearch Simultaneous Media Usage Survey, mobile users who actively search for information, such as news, sports and TV/videos, are more likely than general consumers to conduct regular product research online.

Active Searchers

 

Search For Information About:

 

All Adults 18+

Those who:

View News On Cell

View Sports On Cell

View TV/Video On Cell

Automobiles/Trucks

9.1%

16.2%

18.7%

18.7%

Clothing/Shoes

25.5%

37.3%

36.4%

40.1%

Financial Information/Services

10.4%

17.4%

19.1%

18.7%

Medical Information

16.3%

22.7%

23.4%

23.9%

Comparative Shopping

28.2%

40.8%

38.3%

40.5%

Source: BIGresearch, March 2011

Active Mobile Users (those who regularly or occasionally view News, Sports, or Video/TV on a cell phone) are more likely than Adults 18+ to regularly search online for information about automobiles/trucks, clothing/shoes and general comparison shopping.

Frequency of Searching (% of Total Respondents; Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits.)

 

 

All Adults 18+

Those Who:

View News On Cell

View Sports On Cell

View TV/Video On Cell

Automobile/Trucks

Regularly

9.1%

16.2%

18.7%

18.7%

Occasionally

50.8%

57.7%

58.2%

57.3%

Never

40.1%

26.2%

23.1%

24.0%

Total

100.0%

100.0%

100.0%

100.0%

Regularly/Occasionally

59.9%

73.8%

76.9%

76.0%

Clothing/Shoes

Regularly

25.5%

37.3%

36.4%

40.1%

Occasionally

53.0%

51.5%

53.0%

50.5%

Never

21.4%

11.2%

10.7%

9.4%

Total

100.0%

100.0%

100.0%

100.0%

Regularly/Occasionally

78.6%

88.8%

89.3%

90.6%

Financial Information/Services

Regularly

10.4%

17.4%

19.1%

18.7%

Occasionally

39.7%

49.7%

50.9%

50.5%

Never

49.9%

32.9%

30.0%

30.9%

Total

100.0%

100.0%

100.0%

100.0%

Regularly/Occasionally

50.1%

67.1%

70.0%

69.1%

Source: BIGresearch, March 2011

More Active Mobile Users could be searching for auto information because more of these consumers plan to purchase a vehicle in the next six months. Specifically, 23.3% of those viewing Sports, 22.4% of those viewing TV/Video and 20.1% of those viewing News on their mobile phones indicate they plan to buy/lease a car/truck in the near future, compared to 12.4% of Adults 18+.

Just over half of Adults 18+ (56.6%) indicate they regularly or occasionally watch video commercials while waiting for video content to load. However, Active Mobile Users are much more likely to watch these ads. 76.0% who view TV/Videos, 74.7% in search of Sports, and 71.3% who view News on a cell phone regularly/occasionally watch pre-roll advertisements. Sponsored links are also more likely to influence Active Mobile Users. On a 5-point influence scale, sponsored links rate a 2.6 for mobile Sports and Video viewers, compared to a 2.2 among Adults 18+.

When it comes to sharing online research findings, nearly 97% of all Active Mobile Users say they give advice about products and services, and word of mouth (face-to-face) is the most prominent means:

Method Of Communicating With Others About A Service, Product Or Brand After Searching

 

:

Those who

Communication

All Adults 18+

View News On Cell

View Sports On Cell

View TV/Video On Cell

Face-to-Face

65.7%

68.8%

66.1%

68.0%

Email

52.4%

59.6%

59.1%

60.0%

Cell Phone

36.8%

55.4%

56.6%

58.5%

Telephone (Landline)

32.2%

29.5%

28.9%

29.1%

Text Messaging

24.3%

42.0%

41.9%

45.5%

Source: BIGresearch, March 2011

 

Seek Advice From Others Before Buying (

 

 

Frequency

 

Adults 18+ (24,754)

Those who:

Reg/Occ View News on Cell

Reg/Occ View Sports on Cell

Reg/Occ View Video/TV on Cell

Regularly

18.5%

26.3%

27.9%

29.3%

Occasionally

72.5%

67.8%

66.0%

64.8%

Never

9.1%

5.9%

6.1%

6.0%

Total

100.0%

100.0%

100.0%

100.0%

Regularly/Occasionally

90 9%

94 1%

93 9%

94 0%

Give Advice To Others About Products Or Services Purchased

Regularly

28.9%

42.5%

43.0%

46.1%

Occasionally

65.3%

54.7%

53.6%

50.9%

Never

5.8%

2.8%

3.4%

3.0%

Total

100.0%

100.0%

100.0%

100.0%

Regularly/Occasionally

94.2%

97.2%

96.6%

97.0%

Source: BIGresearch, March 2011 (Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits)

This analysis of consumer behavior provides marketers and advertisers with media consumption insights for more effective media allocation. Margin of error is +/- 0.9% at a 99% confidence level.

For additional information and a complimentary report, please visit BIGresearch here.

 

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