Study: Mobile consumers want info now

When it comes to the Internet, it should come as no surprise to both marketers and publishers that consumers want information as quickly as possible. What is surprising is how much more quickly mobile consumers want news and information. A new report shows that mobile consumers are using handhelds up to 60% more often than they are using laptops.

by Kristina Knight

Researchers found that mobile consumers are more likely to look to mobile sites for up to the minute information, especially mobile video viewers. Nearly two-thirds (58%) of study respondents reported getting more news off of mobile phones than any other online source and up to half report spending less time without computers than with computers.

"The mobile video audience is savvy and focused on their mobile experience. These consumers are clearly comfortable with their phones; these devices are an integral part of their lives," ">said Phuc Truong, Managing Director, US - Mobext, the mobile marketing arm of Havas Digital. "The audience is ever growing and video is becoming an important component to the overall mobile mix. From an engagement perspective, brands will find this audience highly attentive."

So, in the 'traditional' Internet dead? Not hardly. It is important to remember that still only about 30% of the American population is mobile; most are still logging on to the Web via desktop or laptop computers, so although mobile marketing is a hotspot, it is not the only hotspot.

What is most important for marketers to remember is that online consumers want information and they want it quickly. For publishers, a mobile news site needs to offer more than the articles offered on television and in newspapers. For marketers, online and mobile marketing need to have a hook. There must be a reason for the consumer to click an ad, search for a product or make a purchase.