Some campaigns require an attentive audience that is willing to take the time to learn and study it; therefore, not all media fits within that specification.
At the conclusion of 2009’s fourth quarter, 234 million United States citizens, who are 13 years old or older, have used a mobile device. Due to the increasing mass appeal of mobile devices, new research has emerged studying the habits of such users. The Public Relations Agency Ruder Finn recently released the findings of a new survey which investigated mobile phone users’ intentions when using the mobile Internet.
According to the Center for Research Media, survey results show that the typical mobile phone user is not interested in using his/her device for educational or creative expression purposes. Mobile phone users do not want to commit the time it takes to learn or research.
In fact, 91% of mobile users access the Internet for social reasons like instant messaging, forwarding e-mails, content and photos, post comments on social networking sites, and connect to people on such sites. The survey showed that only 79% of traditional phone users go online for the same reasons. Results indicate that mobile phone users are more likely to go online to conduct business over traditional users. One reason is that he/she can conduct business in real time.
Some campaigns require an attentive audience that is willing to take the time to learn and study it; therefore, not all media fits within that specification. Mobile phone devices can be a great asset in approaching an immediate response target audience but not when a drawn out decision is needed.
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