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BizReport : Mobile Marketing : May 26, 2011

How mobile shoppers are engaging through the space

On a given day, chances are your target market isn't just sitting at a computer desk or watching a specific television show. As consumers' lives become busier they are turning to mobile to stay in touch with family, work and even favorite programs. New details from Mojiva and Chief Marketer show how consumers are engaging with the mobile web.

by Kristina Knight

mojiva.pngNew data from Chief Marketer finds that consumers are increasingly mobile, and not just to check email or grab a store's physical location. Their research shows that four of five smartphone consumers browse the mobile web to find News (57%), Restaurant Information (51%), Navigation helps (51%) and Entertainment (49%). Mobile consumers are also looking for shopping, sports information and games.

Meanwhile, research from Mojiva finds that mobile is pushing ad traffic.

"[Mobile] marketing performs well when it lines up the services and products that affect people on an everyday basis - what to buy, where to eat, how my team played last night. Mobile is no longer a work-in-progress and we have the insight that shows what is effective in today's environment of on-the-go users," said Tony Nethercutt, General Manager of Mojiva. "In the upfront season, we're seeing that mobile advertising is part of the conversation for major national brand advertising. Marketers need to keep in mind the customization of messages on mobile devices to better match what people want in their everyday lives."

Where are these shoppers likely to be clicking? Most are interested in the Retail, Weather, Dining and Sports categories, according to Mojiva and 42% are clicking on to ads at least weekly, but one caution: they aren't likely to download a coupon. Contrary to popular belief, the report finds that only 40% are likely to download coupons from mobiles and only about 25% are likely to make a mobile purchase. But, while browsing, 35% visit an advertiser's website at a later date.

Tags: Chief Marketer, mobile ads, mobile consumers, mobile content, mobile marketing, mobile trends, Mojiva

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