Intimacy and Inertia with Mobile Consumers

AOL recently conducted a study on Mobile, a subject that plays a large role in consumer’s lives.

Let’s take a deeper look into the insights from this Big Mobile Study. A snapshot in time, based on in-home interviews and diary studies, the study reveals how attached people are to their devices and the unique role each plays in our quotidian lives.

As anyone dependent on their smartphone can attest, phones have become more than a tool – they’re a companion, trusted advisor and an extension of our identity. Into that intimate world, consumers import their digital habits, sources and activities to their new devices. As one mom shared, “When I find things I really like on the computer, I try to find apps for them so I can carry them with me.”

This creates an incredible opportunity for brands to be invited into consumers’ lives.

But for all that intensity, mobile consumers are surprisingly lazy. If it’s out of arm’s length, or isn’t charged, they’ll turn to the device that is. As one person confesses, it “all depends on which device I’m closest to.” They’re also digitally lazy, sticking to familiar apps, with many unwilling to spend time to learn new ones and hesitant to seek out new services.

This creates an incredible challenge for brands to break through.

There is a small window to convince consumers your brand is worth the commitment. Content needs to work well across devices, and brands need to provide a seamless user experience from desktop to tablet to smartphone.

For more details, download the Big Mobile Study today.

Keywords: research, mobile