Seven Shades of Mobile

A Time and a Place for Everything: the New Rules of Mobile Marketing

A groundbreaking study from AOL and BBDO delivers surprising insights into mobile behavior.

Mobile advertising has been hailed as the future of advertising - the holy grail of location-based personalized ad experiences.  Then why is there such a divide between mobile consumer usage and mobile ad spend?  Using pioneering research methods, AOL and BBDO have uncovered several insights that run counter to the traditional view of how smartphones are used, unveiing an entirely new structure for how marketers should be thinking about mobile.

Digging deep into mobile user motivations, the research looked at not just “what” people are doing with their smartphones but “why."  The results uncovered seven different "shades" or motivations of mobile.  The biggest one? Me Time.  Me Time accounts for almost half (46%) of all smartphone app and website motivation, averaging 864 minutes per month per user*. And more significantly for marketers, Me Time occurs at home.  It's time to rethink your mobile strategy.

Download our whitepaper on the “Seven Shades of Mobile” for a summary of the research’s key findings and a summary one-sheet, or contact AOL research to learn more.

*ArbitronMobile.