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BizReport : Mobile Marketing : March 25, 2011

How the mobile marketplace is changing the online space

When it comes to mobile consumers, all brands want to engage them. A new report from BIGresearch may make mobile consumers even more attractive to brands. According to the findings 'active' mobile consumers are also 'active' product researchers.

by Kristina Knight

The report indicates that consumers who obtain news, sports or other information via a mobile device are more likely to conduct online search queries than those who aren't mobilly active. Of consumers 18+ who view news or sports on a mobile device, nearly 20% search for auto/car information, more than 35% look up apparel/shoe brands and just over 20% search for medical information. About 40% participate in comparative shopping activies.

Nearly 66 million US consumers are now accessing the mobile web via a smartdevice - smartphone, table or PDA according to comScore. Google (Android) devices are leading the way with a 31% share, although RIM devices are close at a 30% share and Apple not far behind with a 24.7% share of the smartphone marketplace.

What kinds of information are mobile consumers accessing? Of course news, weather and sports information, but a recent comScore report found that the number of mobile consumers accessing financial information has skyrocketed.

"More people are turning to the convenience of mobile devices for their financial service needs, fueled in part by the adoption of smartphones, 3G devices and unlimited data plans," said Sarah Lenart, comScore vice president. "The ubiquitous nature of mobile devices affords financial brands an important channel to reach and engage customers, whether it's at home, work or on-the-go. As brands compete for customer loyalty in this competitive market, marketers will need to focus on continually improving the mobile customer experience and adjusting to the changing landscape and consumer needs as they access their financial information."

Over the past year more than 30 million (54% increase) mobile consumers accessed financial information via a mobile device. They are using apps and mobile browsers to do so.

Tags: BIGresearch, comScore, mobile consumption, mobile content, mobile marketing, search queries

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