Many mobile marketers are still struggling to influence consumers, judging by an analysis of
BIGresearch's
"Simultaneous Media Usage Study."
Only 6.9% of adults surveyed said that video on mobile phones influenced them to purchase electronics; 6.4% said text messaging did the same.
However, mobile media was twice as effective among young consumers, with 14.2% of 18 to 24 year-olds saying that mobile video influenced them and 15.9% saying text messaging did.
"Given the state of our economy, mobile advertisers have a unique environment in which to build strategies that influence consumers to buy
via their cellphones, especially the media-elusive 18 to 24 year-old segment," said Gary Drenik, president of BIGresearch, in a statement.
Those results complement a study by Ketchum and the USC Annenberg Strategic Public Relations Center. Their research found that young adult influencers were more likely to use mobile media than were other consumers.
Learn more about how mobile reaches young adults. Read eMarketer's
Mobile Social Networks report.