Monday, December 7, 2009

Companies Should Use Mobile to Reach Women

With the smart phone battle underway, the US mobile Internet population is increasingly drastically. eMarketer estimates that 29.2% of mobile phone users log on to the Internet from their phones at least once a month, up from 22.3% last year. According to  BIA/Kelsey and ConStat, many of those qualify as “heavy” users—those who go online via mobile more than 10 times per week. And their online activities- researching products and services, purchasing items, and using mobile coupons- closely mimic the top online activities for women.

According to Rick Ducey, the Chief Strategy Officer for BIA/Kelsey, "Consumers have basically doubled their use of the mobile platform for non-voice communications....This represents a fundamental and rapid shift in media use, which needs to be considered in determining the appropriate mix and spending levels among local platforms. Media companies that do not currently offer a differentiated mobile advertising option had better get there quickly.”

Mobile advertising could be a particularly effective tool when targeting women. Smart phones are making the lives of women increasingly easier, with synchronized calendars, mobile applications, and the ability to access the Internet on the go. Forward-thinking companies would have the first-mover advantage to effectively women, particularly young women and moms.

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