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BizReport : Mobile Marketing : May 22, 2015


Report highlights the 'mobile moments' of commuters

Commuters in the UK spend almost an hour each working day commuting to and from work, and for almost half of that time they are engaging with their mobile device. adsquare's latest report reveals these 'mobile moments' are an opportunity for brands and advertisers to get their message across.

by Helen Leggatt

In the second of their Mobile Audience Radar series examining mobile consumer behavior, adsquare has delved into the mobile use of commuters in the UK with their 'State of Mobility: Smart Commuters' report.. As well as listing the top 10 ways in which commuters use their mobile device while travelling to and from work, the report also highlights the opportunities open to brands and advertisers by analyzing those 'mobile moments' in which their messaging might be highly relevant.

The average daily commute takes about 57 minutes and commuters spend 44% of that time engaged, not with fellow commuters, but with their smartphones.

Commuters are conducting a variety of tasks. Top of the list is making calls (60%), followed by checking mail (59%) checking the weather (48%), listening to music (48%) and surfing the web (46%). Using social media, playing games, reading the news, mobile banking and watching video content are also popular activities.

These points in time and space when people pull out their mobile device to get what they need most are opportunities for brands, apps and advertisers to potentially deliver more relevant advertising and maximize mobile campaigns, says adsquare.

"People spend almost half of their hour commute using their smartphones to either manage or enhance their daily lives, giving advertisers a full half hour window of opportunity to encourage brand engagement and interaction that is completely aligned with their activities 'in the moment' and in the appropriate context," says adsquare CEO Tom Laband.

"A holistic approach, one that minimizes wastage and maximizes value by leveraging local context in combination with other data signals based on user behavior, is essential to power programmatic advertising that delivers real results."

Daniel Caluian / Shutterstock.com






Image via Shutterstock

Tags: brand marketing, mobile, mobile advertising, UK








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