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CIM mobile report

From: Ariel Geifman,

principal analyst,

MediaMind


Date: October

The abridged report from CIM’s Mark Blayney Stuart, “More than mobile” (September/October), argues that smartphone usage is a game changer because it forces marketers to adopt a whole new set of assumptions.

The article points out that mid-morning is one of the best times, in the desktop world, to reach out with e-mail, but that on mobile that rule may not apply. Indeed, our own research into digital advertising on smartphones confirmed this behavioural shift. Where desktop internet use is pretty constant throughout the day – and slightly higher during office hours – mobile browsing peaks in the evening. MediaMind’s analysis of ad impressions served by hour shows that the most popular hours for mobile browsing tend to be early evening, between 7pm to 9pm, with elevated activity throughout the evening. That’s right – your online audience is likely to be browsing at the same time as they’re settling down to Downton Abbey or X Factor.

Clearly, people kicking back in the evening will be thinking and feeling very differently to those online at their desks. Making marketing mobile-ready is just as much about what’s in people’s heads as what’s in their hands.

 

 

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