Mobile consumer behavior studies of mobile user experiences with their devices and the mobile Internet have been in short supply. Fortunately, new studies of mobile users reveal how phone owners are using their devices.
Joy Liuzzo, who is Director of Marketing and Mobile Research with InsightExpress, released a study about cell phone users called: “U.S. SmartPhone User Engagement with the Mobile Internet.”
The firm’s study covers a wide range of mobile consumer behavior studies, including minority uses of mobile devices. The study also addresses how mobile device users perceive mobile advertising.
The company is a leading provider of high-quality, digital marketing research and plays a preeminent role in the measurement of advertising effectiveness across online, mobile and other media channels.
Through its patented technologies, proprietary solutions, world-class expertise and time-tested principles, InsightExpress transforms the way advertisers, agencies, publishers and researchers optimize their marketing campaigns to study mobile consumer behavior.
InsightExpress is headquartered in Stamford, CT, with offices in San Francisco, New York, and Los Angeles.
Joy Liuzzo is responsible for the strategic development and management of mobile ad measurement and mobile consumer behavior studies. She works closely with Product Development on the creation of all marketing studies, and oversees all external partnerships and affiliations. She is also responsible for the company’s digital media measurement marketing initiatives.
With extensive strategy and research experience in new media and telecommunications, she joined IE from AOL where she held a high level role involving mobile marketing and product development and worked closely with clients at every phase of the process. She holds a B.A. from Hollins College and an M.S. from Old Dominion University.
Joy also owns a G1, an iPhone and a Kindle. In other words, she’s engaged in mobile devices. When asked about mobiles, advertising, the mobile Internet and consumer behavior, Liuzzo says:
“’The nose-to-screen interaction with smartphones makes you block everything else around you out (at least it does for me, much to the annoyance of my husband), similar to what we see when people are focused on a task at the computer…We’re looking at the perfect storm of advertising.”
Consumer Behavior and the Mobile Experience
The study included multiple behavioral factors using a sample of over 1,200 subjects in the United States. Surprising to many, the old belief that baby boomers don’t text, access the mobile Internet or buy mobile apps is false. In fact, 45+ year-olds are the fastest growing adopters of these mobile services.
Liuzzo believes any mobile device that can access the Internet–such as the Amazon Kindle or Sony PS3 PlayStation–represents a pervasive consumer trend to wireless gadgets that will continue changing mobile device preferences. Mobile phones and other consumer electronics products impact consumer behavior for business and pleasure.
Summary of Latest Mobile Consumer Behavior Results
Podcast Interview Topics:
- How smartphones and feature phones are changing mobile consumer behavior on the mobile Internet.
- Mobile phone and Internet penetration among Gen X, Y and boomer generations.
- More boomers have mobile phones than Internet access.
- Use of texting is growing faster with older consumers than younger ones
- Consumers find browsing the mobile Internet as satisfying as the regular Web.
- Mobile website user-friendliness is critical for return visits to the same sites
- Three mobile website factors are the most critical: page loading time, desirable content and easy navigation
- Browsers contribute to positive mobile Internet experiences because they’re more intuitive and require fewer clicks than feature phones for navigation
- Banner, text and video mobile ads are equally effective depending on campaign goals, execution and other factors. SMS is still a powerful marketing tool to reach mobile phone users
- The performance of carrier networks influences mobile consumer behavior in mobile ad campaigns. However, ad networks and publishers can creatively overcome slow network speeds by designing creative ad campaigns that increase engagement
- Integrated cross-media campaigns generate non-duplicated reach, improving mobile’s advertising effectiveness combined with television, newspaper and print media
- Will the world go totally digital? Only if the digital experience is as rewarding as non-digital. However, younger consumers who grew up in the digital age, will primarily seek information and entertainment through digital channels
- Minorities who don’t own personal computers own mobile phones for texting, Internet access and taking photos. Mobile devices are their computers. This is similar to mobile phone users in developing nations and continents where the first Internet experience is through a mobile device.
- In a newer mobile consumer behavior study, released after this post and podcast interview, results show that mobile phone advertising is now five times more effective than online.
- Listen to the update of mobile consumer behavior : “Mobile Phone Research Reveals New Trends“
For an eye-opening view of mobile consumer behavior now and in the future, listen to this fascinating podcast interview with Joy Liuzzo of InsightExpress.