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BizReport : Research archives : December 14, 2006

Survey: Productivity Linked With Technology

The general public may not be jumping the fence to mobile Internet access, but there is a population base that is quite comfortable in a mobile, online world. That population is the group mobile marketers need to access for the best results.

by Kristina Knight

A new survey from telecommunications company Sprint indicates that Americans feel more productive when using technology. Wireless subscribers say they are more productive now – with phones – than two years ago, and that is thanks in part to the mobile devices.

84% of survey respondents say technology – cell phones, the Internet, etc – is vital to their productivity. Another 35% say they could not achieve what they do without technology.

In addition to staying connected with the office, cell phones are used in a variety of ways by subscribers. Calling someone (40%), check/send email (39%), online surfing (36%), playing games (31%) and text messaging (23%).

While cost does impede online mobile use for some, there is a definite base of users that aren’t bothered by cost. Investing in behaviorally targeted display ads or click-to-call promotions is a good way to reach those users.

Text messaging is by far the most used mobile access point with 50% of mobile subscribers saying they have sent or received messages.

Tags: mobile ads, mobile marketing, mobile search, mobile text messaging

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