Orange has just published results from their recent research that shows the use of mobile media is increasing. Based on its survey of 2,000 mobile phone media users from all five UK mobile networks, Orange found that 70% of consumers are attracted to interactive mobile marketing formats, such as sponsorship or picture messaging.
Interestingly, Orange found that click-through ads are the most popular form of mobile marketing, with 47% of participants preferring to click on ads that go straight to a brand’s website; 43% preferring to click on voucher codes or coupons and 34% using click-throughs to enter competitions.
Bucking the youth perception of mobile the average age for mobile media users is 36 and 81% use mobile media more than once a week, with 46% using it daily. Mobile internet pages viewed most often are search engines, e-mail, news, music and film, although 55% of people browse mobile internet with no specific agenda. How long before mobile browsing replaces the PC?