Survey shows that leading brands shouldn’t restrict themselves to mobile operators
Manchester, UK (30th November 2006) – Only 51% of 16-24 year olds would prefer to access the content provided by their network operator via internet mobile, according to the latest survey from m-send conducted by Harris Interactive; sending a clear signal to market leading brands that they need to make sure that they have an independent mobile offering incorporated into their marketing strategy, not be reliant on deals with network operators that could potentially limited their market.
The survey also showed a similar number (53%) of 25-34 year olds felt the same way. Although, this sentiment changed further up the age scale with 76% of over 55’s preferring to access only what their network operator made available. This correlates with other existing research that shows that older generations are more inclined to stick with traditional media that they know and trust. It was also noted that more people in the south, south east, midlands and Wales preferred to access web content and interact with their favourite brands over their mobile, in the same way that they do on a computer, than those in the Scotland, the north of England and the south-west.
“At the moment we are in a similar situation to the early days of consumer use of the internet when most people used CompuServe as it was simple, easy to use and correctly formatted. However, users soon realised that there was much more available to them outside of this walled garden, as companies realised that it was actually very easy to create websites themselves,” comments Chris Astle, Managing Director of m-send. “The result of this survey shows that at the moment the vote is split, but we firmly believe that as consumers become more aware of how easy it is to use the mobile internet, they will be demanding access beyond what is offered by their network operator. Getting the offering to those consumers right, will definitely give some companies a competitive edge.”
Although many big named brands are scrambling to cut deals with network operators believing that they need their expertise and audience, m-send sees that much of this activity is based on a lack of understanding with the ease that they can already incorporate mobile into their current communications strategy. A move that will ultimately save on costs and probably help to introduce a mobile revenue stream into an organisation faster.
“To a certain extent, partnering with the mobile operators does provide them with an instant mobile audience,” continues Chris Astle. “But they are ignoring something they already have – a loyal following that probably already owns a mobile phone, and one that is ready and willing to interact with them directly. By going in with the mobile operators, organisations will just be repaying for the customer loyalty they have already invested in. Big brands need to start looking at what they can do to incorporate mobile within their current strategies, not try and emulate something outside of it, duplicating costs in many instances.”
The survey was carried out by Harris Interactive between the 16th-23rd November 2006 on a sample of 2938 people across Great Britain, 49% male and 51% female.
m-send enables organisations to quickly implement new revenue channels by seamlessly extending core business activities to any mobile device. Enterprise-ready services enable companies to quickly ‘mobilise’ existing content, applications and services with centralised control of end user data through current and legacy in-house systems. m-send works independent of geographical location, network and even a user’s handset, to enable enterprises to interact at anytime of the day with customers and staff through their mobile phone, eliminating the need for them to contact a call centre or be sat at a computer.
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