Mobile – not as mobile as we think?

Mobile – not as mobile as we think?
SHARE
THIS



EXCLUSIVE: Conventional mobile marketing wisdom is “flawed” and the assumption that mobile phones are mostly used on the go is holding back ad spend, a study found.

Mobile marketing has largely been built on the understanding that smartphone usage is utility based, used on the go to compare prices, check the weather, find restaurants and more.

But a new BBDO and AOL Advertising study, 'Seven Shades of Mobile' presented in Melbourne at CHE late last week, has found there is a “major disconnect” between this belief and actual mobile usage.

More than half (68%) of all mobile minutes actually occur in the home, according to the American study which also found 46% of all mobile minutes are allocated to ‘me time’ or relaxing.

The insight is significant as traditionally brands have built their mobile experience as a utility for someone who is on the go, said CHE’s head of interactive strategy Tony Chilvers.

“It’s the assumption that you are in the store, you are going to log in and do things within that store,” Chilvers told B&T.

“What the research has shown is that is not 100% accurate, that doesn’t mean that it is not happening, but that is where mobile spend is happening and it’s not getting the results.

“That is why mobile ad spend is not increasing.”

The study, which surveyed and tracked mobile phone usage of more than 1050 consumers between 13 and 54 years of age over 30 days, also broke down mobile usage into seven key segments or shades.

The shades are: accomplish, socialise, me time, discover, shop, prepare and self-express.

The dominant shade was ‘me time’, with 60% of smartphone users using their devices for relaxation once a day on average, accounting for 420 mobile minutes per month.

Me time represents 46% of all time-spent on mobile, with 70% of that time ‘lean-back’ moments where they are actively entertaining themselves on their device. The remaining 30% are ‘lean-forward’ moments when they may be watching TV and engaging with content on their phones at the same time.

“What can we as marketers do about me time is the question that comes out of this. If 74% of me time is at home, when it comes to accessing mobile websites and consumption what are we doing to participate in that time and be relevant and present,” Chilvers asked the audience.

“Are we scoring, being relevant?

“The answer unfortunately is  no. We have have a major disconnect with me time. Brands need to start tapping into motivations of what drives me-time.

“The reason for this is because ads were irrelevant, they were easy to ignore and very often disrupted and got in the users way.”

‘Me time’ motivators include relaxing, passing the time, entertain or amuse, indulge and engage my mind.

Successful mobile marketing comes down to having the right content, according to Chilvers, and re-thinking the ways consumers may view your app. For example, Amazon’s app was built for shopping but consumers are also using it in ‘me time’ to browse the latest gadgets rather than in the ‘shop’ shade.

“It’s not about making sure you have a retail ad in that space it is about asking how are you engaging that person now….are you being relevant to them in that moment.”

Chilvers believes “a lot of mobile marketing is guesses” and believes brands need to invest more in research.

“With a little bit more research you can actually get to a point of no waste acquisition…understand how you are going into this place, how relevant is it and then offer that advertising experience or communication experience to them.”

Please login with linkedin to comment

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.