The Mobile Pound research aimed to answer the following question. What is the value to advertisers of reaching Consumers on the Move? The research unquestionably proved that
“highly mobile people are more valuable to advertisers and all consumers are more valuable when they are on the move”
The main quantitative element of the research consisted of 1100 online interviews. Consumers were segmented into three audience groups based on their weight of travel for work, leisure and household trips = heavy, medium and light mobility
The study also used a number of other innovative research techniques such as GPS tracking to analyse consumers’ patterns of movement and an ethnographic study where behaviour on the high street was observed.
Research findings
1) Buying attitudes
- More mobile people spend money more freely than less mobile people
- Mobility has a dramatic effect on how spontaneous and impulsive people are when out shopping
- Mobile people are more inclined to be inspired by advertising to try new products
2) Buying behaviour
- Highly mobile people are 64% more likely to visit fashion shops at least once a week than less mobile people
- They have a more open attitude to purchasing being 10% less likely to plan their shopping trips and 30% more likely to stray away from their lists
- People out of home are more likely to feel receptive, impulsive and alert
- People at home are more likely to feel dreamy, relaxed and sleepy
3) Buying influences
- Heavily mobile people are 32% more likely to feel influenced by advertising on the way to the shops than less mobile people
- Bus and Tube advertising reaches almost everyone but highly mobile people see it more often – CBS Outdoor reaches the most mobile people more effectively