Internet marketing consultants ‘should consider smartphones’
Research has revealed that US consumers are using these increasingly. (Steve Swallow)
Buying on the web from Mobile Devices is on the Increase
Internet consultants may like to consider their use of smartphones in their promotional strategies, as new research has revealed that people in the US are increasingly turning to such devices for web access.
According to a study of around 1,800 consumers conducted by AOL and Universal McCann, one out of every seven minutes of media consumption is done via a mobile handset.
And the American public are utilising their phones more and more at different times of day, with 82 per cent employing them at work, 81 per cent while shopping and 80 per cent in the home.
The researchers reported that respondents believe smartphones “improve their quality of life by allowing them to multitask on the move”, adding that this provides advertisers with the chance to target users continuously – “and influence purchase decisions in ways never before possible”.
In addition, it was seen that, when on the mobile internet, users are less distracted by other media and are able to retain focus, a fact that those carrying out the study noted was “significant” to industry players as they try to “compete with external distractions and engage consumers in a meaningful way”.
This follows recent research from Compete, which found that around four out of ten smartphone owners in the US bought a non-mobile related product via their devices at least once in the last six months.