7 in 10 Mobile Users Conduct at Least One Web-Based Activity Using Only Mobile, According to Latest Mobile Survey

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A recent mobile survey conducted by Prosper Mobile Insights™ included 331 smartphone and tablet users from the SSI Panel who completed the survey on their devices. The survey was collected from 6/19 - 6/22/12. 160 respondents were male while 171 were female, and the average age of the sample was 47. Margin of error is 5.4%. The analysis reveals that many Mobile Users only use a mobile device to check their email or conduct an Internet search, and this drift away from laptops and larger screens will cause a challenge for retailers trying to reach mobile consumers with advertisements. Video could be one solution for seizing the attention of these consumers.

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42.9% More Likely to Pay Attention to Video Ads vs. Standard Ads on a Smartphone/Tablet

It’s clear mobile devices have a strong hold on today’s consumers, as most take their devices on vacation with them to perform activities from checking personal email to locating important places. Taking it a step further, some consumers are becoming totally mobile dependent, whether at home or on the go.

Half of Mobile Users (51.1%) say they now check their email using only a mobile device, according to a recent survey conducted by Prosper Mobile Insights™. 45.3% admit to mobile-only Internet searches and 42.3% now connect with friends on Facebook sans stationary computers or other Internet-capable devices. Overall, 7 in 10 Mobile Users (69.3%) conduct at least one web-based activity solely with a smartphone or tablet:

Web-based Activities Conducted Using Mobile Only
(Mobile Users)
Email: 51.1%
Internet Search: 45.3%
Facebook: 42.3%
Instant Messaging: 34.4%
Online Banking: 29.6%
Online Shopping: 25.4%
Twitter: 14.8%
Pinterest: 6.9%
None of the above: 31.7%

Source: Prosper Mobile Insights™ Mobile Survey, Jun-12

3 in 10 say they conduct all their online banking on a mobile device while 1 in 4 treats a smartphone or tablet as a mobile mall for online purchases.

For a full, complimentary report, including gender segments, click here.

“With consumers opting for mobile devices instead of computers for many online activities, marketers need to hone in on their targets in the traditional as well as the mobile ad space,” said Pam Goodfellow, Consumer Insights Director at BIGinsight. “Retailers need to know which types of ads their customers are most receptive to, as some may pay more attention to mobile banner ads, sponsored stories, and videos.”

Roughly 1 in 10 say they regularly pay attention to sponsored stories or links (11.2%), ads that play before/during a video (10.0%) and video ads in general (8.8%). Banner ads (8.2%) aren’t far behind in gaining regular attention, but pop-up ads (4.5%) appear to be the least liked type of mobile solicitation.

Further, 42.9% say they are more likely to focus on ads in video format, and the top reason for this special consideration is simply that video ads are more likely to grab the Mobile User’s attention:

Why More Attention to Video Ads
(Mobile Users)
More likely to grab attention: 51.3%
More enjoyable than standard ads: 34.5%
Not able to click away without watching a part of it: 30.4%
Content is more relevant: 25.2%
Similar to enjoyable ads on TV: 23.1%
Have to watch to find out what is advertised: 21.9%

Source: Prosper Mobile Insights™ Mobile Survey, Jun-12

Advertisers should be careful when evaluating the amount of time a consumer spends on an ad—30.4% say they pay more attention to video ads because they are not allowed to click away from them.

Overall, for any type of ad on a mobile device, the best plan of action for marketers is to deliver ads to the right audience. 33.5% say they are more likely to pay attention to an ad if it is relevant. 31.4% would pay more attention if there were fewer ads overall, 28.4% are attracted to funny advertisements, 24.2% seek informative ads and 23.9% are more likely to focus on eye-catching animations.

For more insights on how consumers are using smartphones and tablets, download the Prosper Mobile Android™ Tablet App or install the Apple Web App. You can also access the online Prosper Mobile InsightCenter™, updated monthly with fresh insights and mobile consumer trends.

About Prosper Mobile Insights™
Prosper Mobile Insights provides companies with advanced cloud-based technology-driven solutions delivered via multiple devices (PC/Tablet/Smartphone) from the Prosper Mobile InsightCenter™. This decision center provides a comprehensive view of how consumers are using mobile devices including smartphones and tablets. The insights illustrate how consumers are engaging with digital media, including ownership, purchase intentions, activities, usage, service, influence, and ultimately how new technologies are reshaping consumers’ lives. The June mobile survey included 331 smartphone and tablet users from the SSI Panel who completed the survey on their devices. The survey was collected from 6/19 - 6/22/12 and the margin of error is 5.4%. Prosper Mobile Insights™ is a trademark of Prosper Business Development. http://www.prospermobile.com

Survey Sampling International (SSI)
Bringing together Survey Sampling International and Opinionology, SSI is the premier global provider of world-leading sampling, data collection and data analytic solutions for survey research. SSI reaches respondents in 72 countries via Internet, telephone, mobile/wireless and mixed access offerings. Value-add services include questionnaire design consultation, programming and hosting, data processing and real-time reporting. SSI serves more than 2,000 clients, including the top 50 research organizations. It has 30 offices serving clients around the world.

Prosper Mobile Insights™
Chrissy Wissinger
Randi Honkonen

Ilene Siegalovsky

Android™ is a trademark of Google, Inc.

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