SOURCE: BIGresearch

BIGresearch

March 16, 2011 10:43 ET

SIMM®17: Active Mobile Users Conduct More Regular Product Research Online; Influenced More by Digital Ads

Word of Mouth Top Way Active Mobile Users Share Online Research

WORTHINGTON, OH--(Marketwire - March 16, 2011) - Mobile users who actively search for information, such as news, sports and TV/videos, are more likely than general consumers to conduct regular product research online, according to the BIGresearch® Simultaneous Media Usage® Survey (SIMM®17 - December 2010, N=24,754).

Active Mobile Users (those who regularly or occasionally view News, Sports, or Video/TV on a cell phone) are more likely than Adults 18+ to regularly search online for information about automobiles/trucks, clothing/shoes and general comparison shopping. These Active Mobile Users are not just shoppers -- they are seekers of financial and medical information:

Please tell us how often you search online for the following: (REGULARLY)    
        View News   View Sports   View TV/Video
    Adults 18+   On Cell   On Cell   On Cell
Automobiles/Trucks   9.1%   16.2%   18.7%   18.7%
Clothing/Shoes   25.5%   37.3%   36.4%   40.1%
Financial Information/Services   10.4%   17.4%   19.1%   18.7%
Medical Information   16.3%   22.7%   23.4%   23.9%
Comparative Shopping   28.2%   40.8%   38.3%   40.5%

Source: BIGresearch® SIMM®17, DEC-10

For complimentary report: http://www.formsite.com/prosper/simm17-031611

More Active Mobile Users could be searching for auto information because more of these consumers plan to purchase a vehicle in the next six months. Specifically, 23.3% of those viewing Sports, 22.4% of those viewing TV/Video and 20.1% of those viewing News on their mobile phones indicate they plan to buy/lease a car/truck in the near future, compared to 12.4% of Adults 18+.

Digital advertisements offer an opportunity to reach Active Mobile Users. Just over half of Adults 18+ (56.6%) indicate they regularly or occasionally watch video commercials while waiting for video content to load. However, Active Mobile Users are much more likely to watch these ads. 76.0% who view TV/Videos, 74.7% in search of Sports, and 71.3% who view News on a cell phone regularly/occasionally watch pre-roll advertisements. Sponsored links are also more likely to influence Active Mobile Users. On a 5-point influence scale, sponsored links rate a 2.6 for mobile Sports and Video viewers, compared to a 2.2 among Adults 18+.

When it comes to sharing online research findings, nearly 97% of all Active Mobile Users say they give advice about products and services, and word of mouth (face-to-face) is the most prominent means:

After searching, how do you communicate with others about a service, product or brand? (Top 5)    
        View News   View Sports   View TV/Video
    Adults 18+   On Cell   On Cell   On Cell
Face-to-Face   65.7%   68.8%   66.1%   68.0%
Email   52.4%   59.6%   59.1%   60.0%
Cell Phone   36.8%   55.4%   56.6%   58.5%
Telephone (Landline)   32.2%   29.5%   28.9%   29.1%
Text Messaging   24.3%   42.0%   41.9%   45.5%

Source: BIGresearch® SIMM®17, DEC-10

To access a special SlideShare report about Active Mobile Users: http://www.formsite.com/prosper/SS031611

About the BIGresearch® Simultaneous Media Usage® Survey (SIMM®)
The Simultaneous Media Usage Survey of 20,000+ respondents is conducted semi-annually. This analysis of consumer behavior provides marketers and advertisers with media consumption insights for more effective media allocation. Margin of error is +/- 0.9% at a 99% confidence level. More information is available at www.bigresearch.com.

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