According to the BIGresearch Simultaneous Media Usage Survey, mobile users who actively search for information, such as news, sports and TV/videos, are more likely than general consumers to conduct regular product research online.
Active Searchers |
Search For Information About: |
All Adults 18+ |
Those who: |
View News On Cell |
View Sports On Cell |
View TV/Video On Cell |
Automobiles/Trucks |
9.1% |
16.2% |
18.7% |
18.7% |
Clothing/Shoes |
25.5% |
37.3% |
36.4% |
40.1% |
Financial Information/Services |
10.4% |
17.4% |
19.1% |
18.7% |
Medical Information |
16.3% |
22.7% |
23.4% |
23.9% |
Comparative Shopping |
28.2% |
40.8% |
38.3% |
40.5% |
Source: BIGresearch, March 2011 |
Active Mobile Users (those who regularly or occasionally view News, Sports, or Video/TV on a cell phone) are more likely than Adults 18+ to regularly search online for information about automobiles/trucks, clothing/shoes and general comparison shopping.
Frequency of Searching (% of Total Respondents; Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits.) |
|
All Adults 18+ |
Those Who: |
View News On Cell |
View Sports On Cell |
View TV/Video On Cell |
Automobile/Trucks |
Regularly |
9.1% |
16.2% |
18.7% |
18.7% |
Occasionally |
50.8% |
57.7% |
58.2% |
57.3% |
Never |
40.1% |
26.2% |
23.1% |
24.0% |
Total |
100.0% |
100.0% |
100.0% |
100.0% |
Regularly/Occasionally |
59.9% |
73.8% |
76.9% |
76.0% |
Clothing/Shoes |
Regularly |
25.5% |
37.3% |
36.4% |
40.1% |
Occasionally |
53.0% |
51.5% |
53.0% |
50.5% |
Never |
21.4% |
11.2% |
10.7% |
9.4% |
Total |
100.0% |
100.0% |
100.0% |
100.0% |
Regularly/Occasionally |
78.6% |
88.8% |
89.3% |
90.6% |
Financial Information/Services |
Regularly |
10.4% |
17.4% |
19.1% |
18.7% |
Occasionally |
39.7% |
49.7% |
50.9% |
50.5% |
Never |
49.9% |
32.9% |
30.0% |
30.9% |
Total |
100.0% |
100.0% |
100.0% |
100.0% |
Regularly/Occasionally |
50.1% |
67.1% |
70.0% |
69.1% |
Source: BIGresearch, March 2011 |
More Active Mobile Users could be searching for auto information because more of these consumers plan to purchase a vehicle in the next six months. Specifically, 23.3% of those viewing Sports, 22.4% of those viewing TV/Video and 20.1% of those viewing News on their mobile phones indicate they plan to buy/lease a car/truck in the near future, compared to 12.4% of Adults 18+.
Just over half of Adults 18+ (56.6%) indicate they regularly or occasionally watch video commercials while waiting for video content to load. However, Active Mobile Users are much more likely to watch these ads. 76.0% who view TV/Videos, 74.7% in search of Sports, and 71.3% who view News on a cell phone regularly/occasionally watch pre-roll advertisements. Sponsored links are also more likely to influence Active Mobile Users. On a 5-point influence scale, sponsored links rate a 2.6 for mobile Sports and Video viewers, compared to a 2.2 among Adults 18+.
When it comes to sharing online research findings, nearly 97% of all Active Mobile Users say they give advice about products and services, and word of mouth (face-to-face) is the most prominent means:
Method Of Communicating With Others About A Service, Product Or Brand After Searching |
|
: |
Those who |
Communication |
All Adults 18+ |
View News On Cell |
View Sports On Cell |
View TV/Video On Cell |
Face-to-Face |
65.7% |
68.8% |
66.1% |
68.0% |
Email |
52.4% |
59.6% |
59.1% |
60.0% |
Cell Phone |
36.8% |
55.4% |
56.6% |
58.5% |
Telephone (Landline) |
32.2% |
29.5% |
28.9% |
29.1% |
Text Messaging |
24.3% |
42.0% |
41.9% |
45.5% |
Source: BIGresearch, March 2011 |
Seek Advice From Others Before Buying ( |
Frequency |
Adults 18+ (24,754) |
Those who: |
Reg/Occ View News on Cell |
Reg/Occ View Sports on Cell |
Reg/Occ View Video/TV on Cell |
Regularly |
18.5% |
26.3% |
27.9% |
29.3% |
Occasionally |
72.5% |
67.8% |
66.0% |
64.8% |
Never |
9.1% |
5.9% |
6.1% |
6.0% |
Total |
100.0% |
100.0% |
100.0% |
100.0% |
Regularly/Occasionally |
90 9% |
94 1% |
93 9% |
94 0% |
Give Advice To Others About Products Or Services Purchased |
Regularly |
28.9% |
42.5% |
43.0% |
46.1% |
Occasionally |
65.3% |
54.7% |
53.6% |
50.9% |
Never |
5.8% |
2.8% |
3.4% |
3.0% |
Total |
100.0% |
100.0% |
100.0% |
100.0% |
Regularly/Occasionally |
94.2% |
97.2% |
96.6% |
97.0% |
Source: BIGresearch, March 2011 (Regularly means routinely, as a set pattern; Occasionally means no set pattern, as mood suits) |
This analysis of consumer behavior provides marketers and advertisers with media consumption insights for more effective media allocation. Margin of error is +/- 0.9% at a 99% confidence level.
For additional information and a complimentary report, please visit BIGresearch here.
