Agency Entourage

Mobile phones are a social connector. 91% of mobile users go online to socialize, compared to only 79% of traditional users. They are using their mobile phones "at the moment" to connect with others. The top socialize intents are: 

• Instant message – 62% 

• Forward e-mails (58%), content (40%) and photos (38%) 

• Post comments on social networking sites – 45% 

• Connect to people on social networking sites – 43% 

 Mobile phones are used for advocacy. Nearly half of mobile users (49%) go online to advocate compared to only 41% of traditional users. In fact, they (67%) are 1.4 times more likely than traditional users (47%) to activate support. Mobile phones offer users the chance to immediately respond to breaking news, whether it is a new piece of legislation or even the latest ongoing development of a corporation or politician under siege. The top advocacy intents are: 

• Activate support for a cause or position – 67% 

• Post opinions on social networking sites – 45% 

• Forward content on a cause – 40% 

Intent of Mobile Phone Users Differ by Gender and Age 

• Men look at prices but women buy. When shopping, men are more likely than women to compare prices (47% vs. 30%), but women are more likely to purchase (40% vs. 30%). 

• Women express themselves while men do business. Women are much more likely than men to personally express themselves (49% vs. 35%) but men are much more likely to do business (62% vs. 57%). 

• Men want to get away. Men (79%) are much more likely than women (61%) to use their mobile phone to simply "escape." 

• Women want to make others laugh. Many more women (70%) than men (58%) go online using their mobile devices to entertain others. 

• Youth are the target for retailers. Youth (44%) are more likely to shop over their mobile phones than the average mobile user (35%). 

• Seniors want to learn. Seniors (82%) are much more likely than the traditional user (64%) to use their mobile phones to educate themselves.