Next-gen smartphone uptake drives mobile video usage
Editor | 21-02-2014
A global study by BBC World News and BBC.com/news has revealed the impact of mobile advertising on affluent consumers, with improved technology enabling greater engagement with content.
The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US, comparing the habits of the highest 20% income earners in each country to those of the general population.
Just under two-fifths of affluent consumers access the Internet via their mobile devices at least once an hour, 18% higher than the general population, and they are more likely to prefer mobile devices to desktop for news-related content than the general population. News apps are the most commonly used mobile phone apps for affluent consumers, whilst social network apps are favoured by the general population. Owners of the latest handsets are also 10% more likely than the general population to watch news video or stream content on their mobile phones.
The study also provides clear evidence that affluent consumers, who make up a large proportion of the BBC World News and BBC.com/news audience, are significantly more receptive to mobile advertising than the general population. Mobile advertising was found to be twice as effective as the already proven advertising medium desktop in driving key brand metrics such as awareness, favourability and purchase intent amongst the total population. This figure rises to four times as effective for affluent consumers.
“This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles,” commented Jim Egan, CEO of BBC Global News. “This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.”