- Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users (62% versus 39%).
- Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause (67% versus 47%).
According to the Mobile Intent Index, mobile phone users do not access the mobile Internet for educational purposes or for creative expression, as the transitory nature of mobile intent goes against spending time to engage in discussions about personal issues. As expected, usage by gender and age differ – with men accessing the mobile Internet 'to escape,' and women making others laugh.
"Mobile phones have become the way people organize their lives - managing finances, connecting with friends, purchasing products - and this trend will only accelerate," said Kathy Bloomgarden, Ruder Finn co-CEO. "The mobile phone is becoming the most powerful online device, and the faster businesses can adapt their services to harness consumer mobile intent, the more rapidly they can capitalize on understanding their customers to drive growth."
The Mobile Intent Index asked respondents how frequently they use their mobile phones to go online for 295 reasons. The results show that immediacy is the primary factor driving behavior.
"Mobile phone use goes beyond instant gratification," said Marty McGough, director, Ruder Finn Insights. "Our survey data shows that people use their mobile phones out of necessity for instant access to the Web whether it's to conduct business with the most recent information or advocate on the spot on issues of pressing concern and breaking news."
Additionally, the data underscores the rise of phone applications. Three in five (61%) respondents download applications at least once per month while 36 percent of users download applications from social networking sites at least once per month.
Michael Schubert, Chief Innovation Officer overseeing digital strategy at Ruder Finn added, "Mobile technology means that people no longer have to wait until they're in front of their computers to do their work. And people are taking advantage of that; using mobile devices to do their core work while using desktops to navigate longer format and higher bandwidth content and tools. This is resulting in huge changes – and opportunities – across industries, making mobile an essential channel in keeping businesses competitive."
The Mobile Intent Index follows Ruder Finn's earlier launch of its Intent Index, which provides a new view on why people go online and redefines how we look at demographics.
Mobile Intent Index Survey Results
- Mobile phones are a social connector. 91% of mobile users go online to socialize, compared to only 79% of traditional users. They are using their mobile phones "at the moment" to connect with others. The top socialize intents are:
* Instant message – 62%
* Forward e-mails (58%), content (40%) and photos (38%)
* Post comments on social networking sites – 45%
* Connect to people on social networking sites – 43%
- Mobile phones are a personal finance tool. Mobile phone users (60%) are 1.3 times more likely to go online to do business compared to traditional users (45%). In fact, they are 1.6 times more likely to manage finances (62% versus 39%). Mobile phones offer users the chance to conduct business in real time, and this is the major reason that business-related intents are so high. The top business intents are:
* Online banking – 46%
* Check bill/credit card status – 40%
* Read business blogs – 33%
- Mobile phones are used for advocacy. Nearly half of mobile users (49%) go online to advocate compared to only 41% of traditional users. In fact, they (67%) are 1.4 times more likely than traditional users (47%) to activate support. Mobile phones offer users the chance to immediately respond to breaking news, whether it is a new piece of legislation or even the latest ongoing development of a corporation or politician under siege. The top advocacy intents are:
* Activate support for a cause or position – 67%
* Post opinions on social networking sites – 45%
* Forward content on a cause – 40%
- Mobile phones are not a learning tool. Mobile users (76%) are much less likely than all users (92%) to go online to learn. Learning requires time and patience, something mobile phone users are in short supply of.
* They (64%) are 1.5 times less likely than the traditional user (96%) to go online to educate themselves
* They (64%) are 1.4 times less likely than the traditional user (94%) to go online to research.
* They (95%) are more likely than the traditional user (86%) to go online to keep informed.
- Mobile phones aren't used for creative expression. Mobile users are 1.3 times less likely to personally express themselves online (42%) compared to traditional users (54%). The transitory nature of their intents speaks against spending the time to engage in discussions about personal issues while using their mobile phones.
* They (41%) are 1.7 times less likely than the traditional user (70%) to go online to opine.
* They (24%) are 1.8 times less likely than the traditional user (44%) to go online to be creative.
Intent of Mobile Phone Users Differ by Gender and Age
- Men look at prices but women buy. When shopping, men are more likely than women to compare prices (47% vs. 30%), but women are more likely to purchase (40% vs. 30%).
- Women express themselves while men do business. Women are much more likely than men to personally express themselves (49% vs. 35%) but men are much more likely to do business (62% vs. 57%).
- Men want to get away. Men (79%) are much more likely than women (61%) to use their mobile phone to simply "escape."
- Women want to make others laugh. Many more women (70%) than men (58%) go online using their mobile devices to entertain others.
- Youth are the target for retailers. Youth (44%) are more likely to shop over their mobile phones than the average mobile user (35%).
- Seniors want to learn. Seniors (82%) are much more likely than the traditional user (64%) to use their mobile phones to educate themselves.
