||Five Characteristics of Mobile Internet Users
In anticipation of the holiday shopping season, a new consumer study conducted by The Media Audit reveals that mobile Internet usage has soared 32% in a single year, with more than 60 million U.S. consumers across The Media Audit's 80 measured markets who access the Internet via a Smartphone or mobile device.
According to the study, 40.7% of U.S. consumers now access the Internet via a mobile device in a typical week. The figure is up from 31.6% a year ago. The study was conducted among more than 104,000 respondents.
The findings are an indication of the growing role that mobile marketing may play in driving customers into retail stores this holiday season.
Intelligence from The Media Audit's National Report provides a number of findings that give insight to why mobile marketing has the potential to shape future marketing campaigns and drive new business.
Young and Affluent. With mobile Internet having a 40% penetration with all U.S. consumers, the number is significantly higher with younger and more affluent consumers. Among those who are described as "Young with Money", 78.1% are mobile Internet users. The Media Audit defines this segment as adults between the age of 18 and 34, with a household income above $100,000. Slightly more than half have no children living at home, suggesting the likelihood that many of these young and affluent consumers have more disposable income to spend on high priced items such as automobiles, travel, and entertainment.
Upscale. Along the lines of young and affluent, this audience is also more likely to pay for higher priced items such as automobiles. According to the same study, those consumers who access the Internet via a mobile device are 32% more likely to earn more than $75,000 in annual household income, and 60% more likely than the general population to earn more than $150,000 in household income. Furthermore, one in ten stated they plan on purchasing an automobile priced over $30,000 within the next 12 months, a figure that is 49% higher when compared to the general population.
Influential. If the appeal of mobile marketing is the one-to-one, personalized communications, advertisers will also find it appealing that mobile Internet users are more likely to influence others and engage in social media. Thus, there is potential for reaching consumers who are considered opinion leaders and who can influence others to try different products or services.
According to the study, mobile Internet users are 24% more likely to have a college degree, 51% more likely to be influential in business banking decisions and also 67% more likely to be sought out for financial advice by friends, family or co-workers. Furthermore, mobile Internet users are 43% more likely to be Facebook users and 84% more likely to use Twitter.
Highly Mobile. It may sound redundant, but mobile Internet users are highly mobile, suggesting that they are somewhat elusive from traditional marketing channels. According to the same study, mobile Internet users are 84% more likely than the general population to be heavy domestic air travelers, taking six or more domestic flights per year, while the same group is 50% more likely to be a frequent foreign air traveler, taking more than two foreign flights within the past two years. Furthermore, if mobile Internet users aren't traveling via airplane, they are spending excess time driving around a metropolitan area. More than half drive 200 or more miles within a metropolitan area in a typical week, a figure that is 26% higher when compared to the average for most consumers.
Deal Conscious. While the typical profile of a mobile Internet user is upscale and affluent, the study also reveals that 87.1% are shoppers of discount stores, such as K-Mart, Wal-Mart, or Target, while 56.8% use coupons. Furthermore, deal-of-the-day sites such as Groupon and LivingSocial are even more popular among mobile Internet users. According to the study, 24.6% of mobile Internet users have utilized Groupon, a figure that is 69% higher when compared to the general population, and 12.5% have utilized LivingSocial, a figure that is 79% higher than the general population.
Many retailers have begun to integrate mobile marketing into traditional marketing campaigns, as the phenomenon is growing in importance in the retailing environment.
Findings from this study are based upon interviews with more than 25,000 respondents in 80 U.S. cities who accessed the Internet via mobile device or Smartphone within the past week. For more information on this study, or for information on a specific local market, contact The Media Audit.
(Source: The Media Audit, 10/30/12)