WORTHINGTON, OH--(Marketwire - March 16, 2011) - 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, according to the BIGresearch® Simultaneous Media Usage® Survey (SIMM®17 - December 2010, N=24,754).
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. These Active Mobile Users are not just shoppers -- they are seekers of financial and medical information:
| Please tell us how often you search online for the following: (REGULARLY) | ||||||||
| View News | View Sports | View TV/Video | ||||||
| Adults 18+ | On Cell | On Cell | 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® SIMM®17, DEC-10
For complimentary report: http://www.formsite.com/prosper/simm17-031611
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+.
Digital advertisements offer an opportunity to reach Active Mobile Users. 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:
| After searching, how do you communicate with others about a service, product or brand? (Top 5) | ||||||||
| View News | View Sports | View TV/Video | ||||||
| Adults 18+ | On Cell | On Cell | 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® SIMM®17, DEC-10
To access a special SlideShare report about Active Mobile Users: http://www.formsite.com/prosper/SS031611
About the BIGresearch® Simultaneous Media Usage® Survey (SIMM®)
The Simultaneous Media Usage Survey of 20,000+ respondents is conducted semi-annually. 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. More information is available at www.bigresearch.com.
Contact Information:
Contact:
Chrissy Wissinger
(614) 846-0146