Bell Media recently released its fourth annual Canadian Mobile Media Snapshot, which illustrates the strong link between mobile media use and brand awareness, favourability and purchase intent.
Among mobile media users, the snapshot found that:
- 82% agree mobile media is a good way to learn about new products and brands;
- 71% agree mobile media can change the way they think about a product or service; and
- 65% agree mobile media can influence them to buy a product or service.
Jonathan Dunn, associate director, mobile sales and marketing, Bell Media Digital, said “The importance of mobile in daily life has already been well established. 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 toward mobile advertising from consumers with nearly 30% of mobile media users citing excellent experiences with mobile ads.”
Canadian mobile users also indicated a desire for Canadian brands to make more content mobile friendly.
When asked what would encourage them to use the mobile Internet more, respondents said they wanted more, better-designed mobile sites.
Jennifer Harrison