Commentary
Active Mobile Users Are Active Online Searchers
- by Jack Loechner , Staff Writer @mp_research, March 24, 2011
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% |
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.