CorpComms Magazine

Nine out of ten UK mobile media users feel the need to trust the brands they access on their mobile phones, with the figure rising to 98 per cent amongst women, according to an independent report on mobile media habits from mobile phone provider Orange and global market research firm TNS.

Seven out of ten of those accessing the Internet on their phones do so on the move. Perhaps more surprisingly, 59 per cent also often do so from home. A further 70 per cent prefer to seek information on their phones via an Internet browser rather than through mobile applications. Email is the most popular mobile media activity, surpassing social networking. 

The report also canvasses appetite for and use of mobile media by those interested in a variety of sectors including fashion, gaming, electronics, food and beverages, travel and leisure, insurance, beauty, cars and mobile itself. 

UK mobile media users interested in beauty products are nine per cent more likely to refer a new product than those with a general disregard for make-up and skincare, and are 16 per cent more likely to engage in social media. They are also 14 per cent happier to receive alerts about special promotions.

Car and automotive industry enthusiasts using mobile media demonstrate a similarly heightened brand engagement, proving seven per cent more likely to tell others about a new product they have discovered than the pedestrians. This demographic is also far more likely to purchase a product via their smartphone.

Jon Mew, head of mobile at the Internet Advertising Bureau (IAB), said: 'As advertisers increasingly use mobile one of the main challenges they face is knowing what the medium offers.'

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