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Consumers reaching for their mobiles when they see TV adverts, with m-shopping peaking between 3 and 6pm

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Research by the Internet Advertising Bureau’s (IAB) mobile arm has found that 40% of consumers reach for their mobiles when they see an advert, with 3pm to 6pm being the hottest times for at home mobile shopping. But, while 27% of consumers are choosing their mobiles as the best way to access content and services, they are tending to do this not through apps but their mobile browsers.

The research uncovers that there are some 18 mobile usage occasions per day, with mobile internet being the dominant method of access, and more than two thirds (66%) of those asked saying they ‘can’t live without their mobile’ and more than half (58%) believing that their mobile device makes their lives ‘more organised’.

The study also finds that the majority (70%) of consumers multi –task mobile with other media, with joint mobile media and TV usage leading this trend. This is particularly prevalent in the evening, where we saw 53% people using mobile media from 9pm-12am were also watching TV at the same time.

Consumers’ interaction also changes as the day progresses with news, finance, weather and travel being top of the agenda in the period between 6am and 9am. Between 3pm and 6pm, users are looking for information via their mobiles such as entertainment, shopping and maps. The finish of the working day at 6pm prompts the search for entertainment, so mobile usage peaks for entertainment, music, sports and games.

IAB’s mobile manager, Alex Kozloff said: “In doing this research, we wanted to understand better the place of mobile in the media day – highlighting just how important mobile media is to today’s consumer. The implications of this consumer behaviour for advertisers is huge – mobile is a hygiene factor that every brand should be thinking about to make sure the customer experience is a positive one.”

The study was carried out in partnership with research agency Connect Insight. The research was undertaken at the end of 2010, where 500 mobile media users (mobile users who browse the mobile internet, use applications or download content) were asked to fill in a ‘media diary’ for 7 days, detailing their mobile media use by daypart. To back up this quantitative data, the IAB held 6 online focus groups where a range of demographic and handset owners were questioned about why they use mobile media and the place it has in their ‘media day’.

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