Mobile not really mobile

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According to a study led BBDO and AOL, “Seven Shades of Mobile” [1]:

68 percent of time spent on a mobile phone is at home!

This is a surprisingly high percentage as common sense dictates that the use of a mobile phone would be greater while on the move.

Another interesting outcome of the study is that

most mobile consumption is motivated by “me time” (46 percent)

such as using it to relax, watching entertainment, or just passing the time. Using it for self-expression represents only two percent, such as posting photos on Instagram or updating a Facebook status.

This is a fascinating study showcasing the assumptions about consumer mobile usage versus the reality, and therefore highlighting advertising opportunities that companies may miss. You can find the full study here.


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