TORONTO – Canadians have not just embraced mobile advertising, 65% of mobile media users said that mobile media can influence them to buy a product or service.
That’s just one of the preliminary findings from Bell Media’s fourth annual Canadian Mobile Media Snapshot which this year revealed a strong link between mobile media use and brand awareness, favourability and purchase intent.
“The importance of mobile in daily life has already been well established”, said Jonathan Dunn, associate director of mobile sales and marketing for Bell Media Digital, in the report’s press release. “What these findings underline is a clear opportunity for brands to impact their key metrics by using mobile media and advertising. We are seeing increasingly positive attitudes towards mobile advertising from consumers with nearly 30% of mobile media users citing excellent experiences with mobile ads.”
The Canadian Mobile Media Snapshot researched consumer use habits and preferences by device, operating system, content consumption and time and place-based use amongst Canadian mobile owners aged 16 – 64 across Canada. Of those surveyed, over half had purchased their phone in the last year leading to a smart phone penetration percentage within the survey sample of 56%.
Other key findings include:
– 82% of mobile media users agree that mobile media is a good way to learn about new products and brands;
– 80% of mobile media users agree that mobile media can influence them to investigate a product or service; and
– 71% of mobile media users agree that mobile media can change the way they think about a product or service.
Respondents also encouraged Canadian brands to make more content mobile friendly. When asked what would encourage them to use the mobile Internet more, the responses spoke to issues solved by more mobile-optimized sites including sites better designed for mobile browsing, easier to use mobile sites, and more mobile sites.
“The feedback is significant in that it provides clear indication that Canadians have an appetite to engage with brands on mobile but are frustrated by web experiences designed exclusively for desktop,” added Dunn.
