More than four out of five U.S. adults (85%) own a mobile phone, compared with seven in ten (71%) who have a landline or home phone – and nearly two-thirds of mobile phone owners (63%) agreed that their phone is very personal to them, according to a poll conducted by Harris Interactive and commissioned by Ingenio.
Less than a third of mobile phone owners (30%) recall seeing or hearing an advertisement on their mobile phone in the past year, suggesting that a dominant advertising model to reach the growing demographic of mobile phone users has yet to emerge, Ingenio said.
“An inherent difference between the mobile and PC environments is that mobile searchers want to find information and then immediately act on it,” said Marc Barach, chief marketing officer, Ingenio. “The mobile environment lets advertisers reach consumers at the point of decision, and an advertising model that connects the two when intent is at its highest will do for mobile what clicks did for the web.”
According to the study, cell phone users are demonstrating unique attitudes and behaviors toward their cell phones, including a feeling of a personal connection with their cell phones; adoption of mobile services outside of calling; a predilection for text vs. email; a movement from landlines to cell phones; and openness to mobile advertising.
Additional findings from the study:
About the study: This survey was conducted online within the United States by Harris Interactive on behalf of Ingenio, Inc. between March 29 and April 2, 2007 among 4,123 adults (aged 18 and over). Figures for region, age within gender, education, household income and race/ethnicity were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
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