RESEARCH: Mobile Marketing: connecting the physical to digital

Provided by Weve
Weve conducted primary research into mobile use to give us a useful insight into how, when and why consumers use their mobiles.
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What was the Challenge / Background of the Campaign?

We all know about the growth of mobile. Smartphone penetration and new technologies such as 4G are changing the way that people are using their phones. In this infographic we looked at how people are using their phone to: search for somewhere to eat or drink, find promotions and special offers and help them keep an eye on their money.

What was the Campaign Objective?

The objective of the campaign was to gain insight into how consumers are interacting with their mobiles; when they use it, how they use it and what they find useful.

What was the Solution?

Weve is the single source of reaching consumers across the EE, O2 and Vodafone networks with mobile messaging. We are able to reach over 80% of UK mobile customers, a user base unmatched by any single handset vendor or technology company. Our ability to speak to mobile users directly means we can conduct first hand research with consumers about their mobile use via their mobiles.

What were the Results?

Research showed that consumers think their mobiles are vital to getting about; 68% of Londoners use their mobile to access travel information at least once a week. 49% are using thier mobile for travel planning more now than they were 6 months ago. 30 million of our consumers use their mobile to find nearby shops, and 88% of these research products on their mobiles (38% instore). 44% of those questioned noted that they use thier mobile to plan eating and drinking at least once a fortnight and 54% use thier phones to plan eating and drinking more than they did 6 months ago.

What were the Key Learnings of this Campaign?

Whilst our research showed that consumers are using their mobiles increasingly to plan eating, drinking, shopping and traveling, the research also showed that people also use their phone to keep a careful eye on their finances. 41% use their mobiles at least once a week to manage their money and 69% have accessed their bank account through their mobile.
BudgetReach & FrequencyTarget AudienceMedia Used
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16 - 24
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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