Worldwide Study Indicates Strong Consumer Demand for a Better Mobile Web
June 11, 2008; 09:48 AM
Mobile Marketing Forum -- dotMobi, the company behind the .mobi Internet address designed specifically for mobile phones, and AKQA Mobile, the mobile division of the global independent creative agency, announced the results of an extensive consumer study of mobile Internet usage and attitudes. Conducted by the AKQA's Research & Insights department in conjunction with dotMobi, the survey reveals key insights into the importance of a better mobile Web for consumers in the U.S. and U.K.
The survey findings indicated a strong consumer desire for practical mobile content on phones. Rather than basic entertainment and ringtones, consumers stated that their most-wanted mobile activities included phone-optimized banking and travel planning.
Further illustrating the desire for utility-focused mobile Web sites, nearly 90 percent of consumer respondents stated that they would be more likely to choose an airline with mobile check-in facilities over one that did not offer them.
Additionally, trust in the mobile Web was inherent throughout the results of the study. In demanding access to mobile banking and mobile commerce abilities for basic utilities such as groceries, plane tickets and books, Consumers said they trust the mobile Web to keep their personal information secure, as opposed to the PC-based Internet, where security remains of utmost importance.
Other results from the mobile Internet usage and attitudes study include:
Daniel Rosen, managing director of AKQA Mobile, said, "The enormous popularity of mobile devices has had a profound effect on the lifestyle of the consumer, unleashing new levels of connectivity and personal mobility. When planning campaigns, global brands need to ensure they take into account the role the mobile device can play in helping them engage with customers, and that they create campaigns that have been developed specifically for mobile applications. The survey's findings show how easily consumers were turned off by earlier, ill-conceived mobile campaigns. With mobile devices more ubiquitous, powerful and sophisticated than ever, there is a real opportunity for brands to deliver ground-breaking mobile campaigns that captivate, engage and entertain their customers."
"The results from this research signify the need for a better mobile experience, something that dotMobi is committed to making available to consumers globally," said Amy Mischler, vice president of Identity and Brand Services at dotMobi. "The free services that dotMobi offers - like DeviceAtlas, ready.mobi and the dotMobi Developer Forum - ensure that developers and marketers can give consumers a mobile Web experience that is useful, and complementary to the mobile lifestyle."
"The .mobi domain quickly lets consumers know that a site will work on a mobile phone. It's also the most widely used naming convention among the Nielsen top 10 Web sites, so consumers are learning to 'guess .mobi' when trying to find a site on a mobile phone. They're seeing that they'll have a more positive Internet experience on their mobile phone anytime and anywhere," Mischler said. "And now that more than 1 million .mobi names have been registered, the availability of rich, diverse content for mobile consumers is growing daily."
AKQA is an independent, ideas-led agency that works in partnership with brand leaders to deliver innovation. The company has offices in London, Amsterdam, New York, Washington DC, San Francisco and Shanghai. One of the world's most awarded creative agencies, AKQA has been named Revolution magazine's Agency of the Decade; AdAge Digital Agency of the Year; AdWeek Digital Agency of the Year and Fast Company Top 50 World's Most Innovative Companies.
For more about AKQA, visit akqa.com.
dotMobi (the informal name of mTLD Top Level Domain Ltd.), a consortium headquartered in Dublin, Ireland, is leading the growth of internet use from mobile phones with the .mobi domain name. Unique among domain name providers, dotMobi ensures that services and sites developed around .mobi are optimized for use by mobile devices. On-the-go consumers can have confidence that a Web site will work on their mobile phones when using a .mobi address.
dotMobi is backed by leading mobile operators, network & device manufacturers, and internet content providers, including Ericsson, GSM Association, Hutchison 3, Microsoft, Nokia, Orascom Telecom, Samsung Electronics, Syniverse, T-Mobile, Telefonica Moviles, TIM, Visa and Vodafone.
For more information on dotMobi domains and registration information, visit http://dotmobi.mobi. Visit the dotMobi blog at http://blog.mobi.
Web site: http://dotmobi.mobi
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