The unit of Interpublic Group conducted the study earlier this year and presented detailed findings at the OMMA Mobile Conference this week.
The study polled 1,800 participants online who frequently surf the web with their mobile devices. “Smartphone users” are defined as those that download mobile content from the web at least once at day or close to it.
Among the findings:
- Smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%).
- Some 82% of respondents report they use mobile devices at work. 81% use them while shopping.
- The mobile web is also popular with commuters, who use it as part of their workday commute.
- Nearly one of every seven minutes of media consumption takes place on a mobile device, and six of every 10 consumers expect their mobile internet use to increase significantly over the next two years.
Mobile technology has shifted the focus away from ‘wireless online’ to being a highly personal, customized medium, the study noted.
Smartphone users are expecting more from their devices; services that don’t have dedicated mobile formats are going to miss out on this huge and continual media consumption shift, said Graeme Hutton, Universal McCann’s director of consumer insights.
Last year, more than 54% of US mobile-phone users said their mobile phone use has increased more than 25% over a two year period, and one in five said it increased more than 50%.
Mobile internet use doubled between September 2007 and June 2008 throughout Western Europe, particularly Spain and Italy.