According to the national report, not all automotive consumers are alike when it comes to mobile Internet usage. Among Audi owners, 63.7% have accessed the Internet via smart phone, iPod Touch or similar mobile device in a typical week, a figure that is twice that of the general population. Similarly, 56.6% of BMW owners have reported Internet usage via a mobile device (79% more likely to be a mobile Internet user), and among Land Rover owners, 64.5% are mobile Internet users (more than twice as likely compared to the general population).
Among all U.S. adults, 31.6% have accessed the Internet via a mobile device in a typical week. The figure represents more than 45.9 million consumers across The Media Audit’s 80 measured markets.
Mobile marketing expenditures are projected to substantially increase — possibly quadruple over the next few years, as more consumers are drawn to mobile devices that have access to the Internet. The new report highlights some of the consumer and media audiences that have quickly adapted to mobile Internet usage and technology, thus impacting how local and national marketers will need to allocate advertising dollars.
From a demographic standpoint, mobile Internet users are younger, more educated, and affluent compared to the general population, and skew male. According to the study, 53.5% of mobile Internet users are male, while 46.5% are female. Furthermore, those who earn $100,000 or more in annual household income are 71% more likely to be mobile Internet users, and those consumers under the age of 45 are considerably more likely to be mobile Internet users compared to those who are over 45. Consumers without a college degree are 16% less likely to be mobile Internet users, while college graduates are 23% more likely.
As advertisers weigh the benefits of mobile marketing which can include messaging, display or search, the platform is largely recognized as a means to increase location awareness. Thus national advertisers as well as local advertisers will have to leverage marketing intelligence to get a better understanding of their customer’s mobile Internet behavior.
An example illustrating the varying degrees of mobile Internet usage can be found in findings related to the fast food category. According to The Media Audit report, frequent consumers of fast food — those who consume fast food three or more occasions in a typical week, are 28% more likely to be mobile Internet users.
However, among the different fast food brands, Subway and Taco Bell consumers are significantly more likely than McDonald’s or Burger King consumers to have access to the Internet via a mobile device. According to the report, 42.8% of monthly Taco Bell consumers have accessed the Internet via a mobile device, while 41% of Subway consumers have done so. Furthermore, only 37.6% of monthly McDonald’s consumers are mobile Internet users, while 34% of Burger King consumers have access to the Internet via a mobile device. Among fast food consumers least likely to access the Internet via a mobile device are those who have eaten at Boston Market and Hardee’s in the past month.