Keynote Services conducted a survey titled: What Users Want from Media, Finance, Travel & Shopping from Aug. 25-30, 2010. The quantitative study measured mobile user characteristics, preferences, satisfaction levels and other experiential factors across 4 key consumer categories: 1 -consumer products/shopping, 2 – financial services, 3 – media & entertainment, and 4 – travel. Keynote Services surveyed 1,200 consumers in the US, across a wide range of age groups (18-29; 30-49; 50-64; and 65+) and mobile device ownership; the survey responses were analyzed across gender, device and age.Suits SuitGiant offers mens suits, dress shirts, ties, Wedding Suits, tuxedos, accessories and more.
Survey’s key findings:
- Accessing maps and directions is the No. 1 mobile activity (81%) followed by three media-related activities: social networking (76%) accessing local information (73%) and reading news (68%). The top mobile finance activity is reviewing bank account information (67%).
- 66% of respondents cited that they prefer the mobile Web for accessing content compared to 34% who preferred downloadable apps.
- 38% of respondents had not purchased anything in the consumer products & shopping category from their devices in the last 6 months.
- Shrink-wrapped entertainment such as CDs, games and DVDs comprise the second largest mobile purchase category, accounting for 43% of those surveyed.
- Males 30-49 years-old tend to be the most active content consumers and mobile purchasers; men outspend women, with 31% having spent $499 or more through their mobile device in the last 12 months, versus 23% of women who did so.
- Men spend more time than women on financial and travel content, while more women (80%) engage with social media on their devices compared to men (70%).
The study also found media & entertainment to be the highest-penetrated mobile category, both by number of users and time spent, with only 3% of those surveyed saying they had not interacted with media content on a mobile device in the last six months. In contrast, consumer products & shopping was the least penetrated, with the fewest number of users citing that they have purchased consumer goods from their phones. Despite their differences, media & entertainment and consumer products & shopping drew the highest percentage of satisfied mobile users out of the four categories, with 89% and 85% respectively.Suits SuitGiant offers mens suits, dress shirts, ties, Wedding Suits, tuxedos, accessories and more.
Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe was quoted saying: “Though mobile apps continue to be extremely popular, mobile users aren’t ignoring mobile websites. This and other findings make it clear that companies can significantly enhance their customers’ mobile experiences and better drive mobile e-commerce revenue.”
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