Research shows mobile marketers not meeting consumer needs
Share
The gap between what marketers think consumers want and what consumers actually want has been exposed by a survey into mobile use by Essential Research.
While the media can’t stop talking about the greatness of the iPhone (and indeed many of my friends just can’t stop themselves from explaining to me in minute detail about the mobile that has ‘changed their life’) most people (60%) of UK mobile users claim they don’t have a mobile with internet access and just 30% are interested in owning one. The majority (76%) who have a mobile phone with internet don’t use the service.
While marketers are busy selling us the great idea of internet ‘on the go’ most are failing to understand what would motivate
mobile phone owners to ‘log-on’ on their phones.
Alex Charlton, partner at Essential Research has set marketers a challenge: “to promote mobile internet without referring to it as the internet or web.”
At the moment the majority of marketers are guilty of promoting Facebook and Twitter ‘on the go’ when in fact non-internet mobile users are most interested in things like maps and real-time travel updates.
Interestingly 31% of current non-internet mobile uses are keen to see in-store offers, coupons and vouchers via their mobile which indicates there’s a great potential for mobile marketing.
My favourite part of the research briefing was a video diary from 70-year-old who was given an iPhone as part of the ethnographic stage of the research. At first he struggled to switch on his phone but once he discovered the entire works of Shakespeare could be downloaded for free on the iPhone for free he was a convert.
Instead of mobile internet being used by ‘early adopters’ it could be made appealing to a wider demographic opening up this medium for brands and retailers who want to appeal to wide range of people. Surely thinking about the masses and not the niche is the way forward with mobile internet.
The Essential Research blog on its research can be found here
Readers' comments (3)
Tim Forrest | Thu, 21 Jan 2010 7:19 pm
To read this excellent summary on the back of Deloitte's TMT 2010 which was released yesterday, and succinct reviewed by Raymond Snoddy, is both timely and pertinent.
We are often in danger of believing our own hype and fearful of not being 'with the programme'. Tess Alps at Thinkbox has always talked alot of sense in this area and given the context of HDTV growth she's up there with Taleb (and just by remaining unmoved by the hype!). Where Thinkbox did get excited was around the combined possibilty of Web & TV which makes more sense.
The findings from Essential Research remind me that while technology changes very fast, human behaviour does not. So, rather than focussing on how people will adapt their behaviours to technology perhaps (through the enthnographic research and other tools) we should look to understand better how technology is adopted within existing behaviours. If Shakespeare is your thing then a smartphone is not going to turn you on to mobysodes of Madmen...
Unsuitable or offensive? Report this comment
Anonymous | Fri, 22 Jan 2010 2:57 pm
But how many people realise they are using the mobile internet whenever they hit the 'O2 Active', 'T-Zones', 'Vodafone Live!' or 'Orange World' button on their phone to access ringtones, games etc?
End users have been doing this in their millions for over 5 years - the iPhone users are actually the LATE adopters, who waited for the mobile web to be spoon-fed to them by Apple. A shiny spoon, for sure, but it's only the simplicity of the interface that is groundbreaking. I remember logging into uboot.com via WAP on my phone in 2002 and sharing messages both ways with my internet account.
Tell us something new!
Unsuitable or offensive? Report this comment
Simon Kendrick | Mon, 25 Jan 2010 11:55 am
Hi anonymous
It's fantastic that you've been reaping the benefits of the mobile internet for so long (I've only been converted to the delights within the past 18 months), and it is our hope that it will become mainstream behaviour, for there are some truly great ways that the mobile internet can enrich people's lives.
Sadly, that point hasn't arrived yet. You correctly point out that many people who might access network services don't realise they are online but there are many others who have little understanding of why they would want or need to use the mobile internet. We believe the unique benefits and comparative advantage that mobile has - its mobility and proximity to the user among others - should be emphasised to attract the mainstream. As Jo mentions in the article, we found that services such as real time travel updates and vouchers are potential drivers to adoption among those that claim not to currently use the mobile internet.
Further details on our research can be found at http://www.essentialresearch.co.uk/blog/2010/01/branded-services-will-make-smart-phones/
Best wishes
Simon Kendrick, Essential Research
Unsuitable or offensive? Report this comment