Active cell phone users are also more active online


RBR-TVBR Exclusive:

A new study shows that individuals who use a mobile device to go online in search of news, sports information or to access video are much more likely than the average consumer to go online to shop and to seek other types of information. The study comes from BIGresearch.

BIGresearch asked respondents about their mobile info-seeking habits, and compared the results to those for the general public.

For example, about 9% of the general public goes on line seeking information about cars and trucks. However, the crowd that actively uses a mobile device to hunt down information or to access a video is generally twice as likely to go online for automotive info.

Although the two-to-one ratio doesn’t hold for other areas of inquiry, active users of mobile devices still are much more likely to use the internet for shopping and information. Here are the results of the survey:

Online searching Adults 18+ News on cell Sports on cell Video on cell
Automobiles/trucks 9.1% 16.2% 18.7% 18.7%
Clothing/shoes 25.5% 37.3% 36.4% 40.1%
Financial info/services 10.4% 17.4% 19.1% 18.7%
Medical info 16.3% 22.7% 23.4% 23.9%
Comparative shopping 28.2% 40.8% 38.3% 40.5%
Source: BIGresearch

RBR-TVBR observation: As broadcasters acquire positions on mobile devices, this type of information will be important to share with clients. Broadcast advertising is already a great way for businesses to generate website traffic – adding motivated mobile-savvy consumers into the mix will increase broadcast value.