Seeking Entertainment, More Go Mobile

• Posted: Saturday, January 05, 2008
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• Author: pradhana
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• Filed under: Market Survey, Mobile Advertising, Mobile Content

Not long ago, few marketers believed that many people would ever watch videos on tiny phone screens. But according to the second "State of the Media Democracy" study from Deloitte & Touche, that day is here.

In its first edition of the survey, released just eight months ago, Deloitte found that 24% of US consumers used their mobile phones as entertainment devices. Today, 36% claim to do so. Usage has soared 50% in less than a year.

"For advertisers, one of the conclusions is you don't make decisions to advertise either on television or the Internet when you want to hit all the demographics,” Ken August of Deloitte told Reuters. “You need to have a multiplatform strategy. It shouldn't be an either-or proposition."

Amazingly, 20% of those surveyed said they viewed video content on their mobile phones daily or almost daily. And young users look to their phones as entertainment centers more often than that.

Among "millennials," those ages 13 to 24, 62% used their mobile phones as entertainment devices, up from 46% in the first study. Among Generation X consumers, those 25 to 41, the number grew from 29% in the earlier survey to 47% today.

Respondents said the two things that were most likely to drive them to a particular Web site were word-of-mouth recommendations and search engines, at 89% and 88% respectively. Coming in a close third were TV ads at 81%. [eMarketer]

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