Research begins to provide insight to Mobile’s role across various mediums.
The Nielsen Company recently announced survey results that showed that Mobile Internet sites provided on average a 13% audience lift to existing PC-based web audiences. Lift was even higher for some catergories such as weather and entertainment (22% lift each) whereas Mobile Social networking (3%), search (2%) and shopping (1%) mobile sites did little to lift their overall audiences.
Nielsen also stated that 87 million U.S. mobile users subscribe to mobile internet services and that 13.7+% of U.S. wireless subscribers access the mobile internet on a regular basis within each month.
The interesting thing about these findings is not that only about 13% of U.S. wireless subs access their mobile browsers on a regular basis or even that some mobile web categories provide decent lift increases. For me, the great bit is that Nielsen is striving to combine PC-based internet usage data with the mobile internet data to provide better insight into how the two can complement each other. This is the sort of data that would-be mobile advertisers are clamoring for and data that would-be mobile marketers and publishers alike can use in their arguments to justify their mobile efforts.
Along these same research lines it will be interesting to see the results from studies conducted by io global ltd (which has the support of the Mobile Marketing Association) entitled the ”Three Screen” study and research from a joint effort between MMetrics and MRI.
The io gobal study will measure consumer usage across TV, PC and Mobile with the goal of deriving an “effective framework for assessing the role of mobile in integrated marketing campaigns. “
“ioglobal’s Three Screen Trial will be conducted in partnership with major media companies and advertisers. Advertising campaigns launched during the trial will integrate several mobile marketing tactics in use today such as banner ads, pre-roll, post-roll and in-stream videos, as well as SMS and pure content sponsorship. This launch will provide the mobile marketing industry with new mechanisms for measuring the role and effectiveness of mobile in integrated campaigns.”
The joint effort between MMetrics and MRI, announced at the end of March this year, attempts to provide greater insight into Mobile’s part in cross-media marketing campaigns.
All of this research means that advertisers (especially Media planners) will start to get the real consumer insight they have long sought from the Mobile Channel.
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