Wednesday, January 28, 2009

Consumers have different goals and expectations while on the go

Mobile consumers are generally either looking for ways to save time or ways to kill time. Because a mobile phone is such a personal device, consumers’ mindsets are completely different on the mobile Web than they are on the wired Web. While consumers accessing the wired Web at home or in their office often browse for extended periods of time, on mobile they tend to seek snack-size information or entertainment content such as:
Breaking news headlines•
Weather updates•
Sports scores•
Image galleries•
Television and movie schedules•
Alerts•
Database references•
Short-form video content•
Interestingly, it appears that for several content categories, such as dining, entertainment and sports scores, the mobile Web is becoming the preferred channel to access this information, as opposed to the wired Web. Consumers tend to access the mobile Web with a more task-oriented mindset; they expect the mobile Web to accommodate their on-the-go lifestyle. Examples of these tasks include researching and buying an airline, train or concert ticket and using navigation applications to get directions to a specific business or other destination. Consumers also want mobile-friendly ways to send and receive email, access bank and credit card accounts, and share information via social networks.

Mobile web v/s wired web

While there are parallels, the characteristics of the mobile Web are different from the characteristics of the wired Web. Mobile phones are very personal devices, and they must be treated as such by marketers. For example, some ads that work well on computers are not as successful on mobile, and likewise, some mobile ads would never work on a PC. Generic ads may be construed as spam, while targeted ads that provide relevancy and value to consumers at the point of interest are quite effective on mobile devices.

Mobile is more focussed targeting

Mobile’s ability to provide superior targeting by age, gender, location, time of day and day of week, and to facilitate two-way communication between advertisers and consumers, make it one of the main reasons that mobile is now—particularly for reaching Generation Y. It’s their lifeline.

ESSENTIALl FfACT

Data seems to indicate that, in some cases, consumers are choosing advanced device data devices, particularly the Apple iPhone, as a replacement to their home Internet service. In this case, the mobile Web becomes the preferred mode of access for all content categories.