- The mobile phone is personal.
- The mobile phone is always carried.
- The mobile phone is always on.
- The mobile phone has a built-in payment system.
- The mobile phone is available at the point of creative inspiration.
- The mobile phone can provide accurate audience measurement.
- The mobile phone captures the social context of media consumption.
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| The mobile phone is personal |
If you consider your relationship with your mobile phone, the above features should make sense. However, a few facts and figures never hurt anyone, so here goes:
1. The mobile phone is personal
A 2006 survey (“Wireless Works” by BBO and Proximity) found that 63% of respondents would not share their phone with anyone (and 90% of those surveyed in Japan would not share their phone). While laptops do present a personal connection to the Internet, they are not as personal a device as the mobile phone.
The implication for marketers: Respect for privacy and permission is exceptionally important in all aspects of marketing, and particularly so when it comes to mobile phones.
1. The mobile phone is personal
A 2006 survey (“Wireless Works” by BBO and Proximity) found that 63% of respondents would not share their phone with anyone (and 90% of those surveyed in Japan would not share their phone). While laptops do present a personal connection to the Internet, they are not as personal a device as the mobile phone.
The implication for marketers: Respect for privacy and permission is exceptionally important in all aspects of marketing, and particularly so when it comes to mobile phones.
