A recent study by the AKQA's Research & Insights department in conjunction with dotMobi, finds that there is a strong consumer desire for practical mobile content on phones. Nearly 90 percent of consumer respondents stated that they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them. And, rather than basic entertainment and ringtones, consumers stated that their most-wanted mobile activities included phone-optimized banking and travel planning.
In demanding access to mobile banking and mobile commerce abilities for basic utilities such as groceries, plane tickets and books, consumers said they trust the mobile Web to keep their personal information secure, as opposed to the PC-based Internet, where security remains of utmost importance.
Other results from the mobile Internet usage and attitudes study include:
Daniel Rosen, managing director of AKQA Mobile, concluded "The enormous popularity of mobile devices has had a profound effect on the lifestyle of the consumer... (but) consumers were (easily) turned off by earlier, ill-conceived mobile campaigns... with mobile devices more ubiquitous... there is a real opportunity for brands to deliver ground-breaking... campaigns... developed specifically for mobile applications."
The survey was conducted May 19-28, 2008 with a Research Now online panel of 2,019 consumers, half from the US and half from the UK. Participants were representative of online populations in both countries.
For more information about the study and dotMobi, please visit here.