Research finds mobiles are like 'remote controls' for life
16 novembre 2005
SYDNEY — A new Synovate qualitative study, called 'Me, myself and my mobile' and released today at the inaugural Nokia Media Summit in Sydney, found that mobile phone users in Australia and Korea think of their mobiles as an extension of themselves.
Speaking at today's Nokia Media Summit: Sydney Agenda 2005 seminar themed 'Power to You', Synovate's Managing Director for Sydney Dean Harris, said that study participants in Sydney, Perth and Seoul overwhelmingly felt their mobile phones were personalised - and highly personal - items.
"In all markets, people felt their mobiles were an extension of themselves — they feel uncomfortable if they leave the home without it and it's considered a more inconvenient tool to lose than a wallet. People carry a great deal of personal information on the phone, as well as personalise it with ringtones, wallpaper and pictures.
"Our study showed that consumers focus on three Ps when they consider their mobiles — personal, portability and permission.
"In Australia and Korea alike, they think of the phone as personal as another 'limb', enjoy the advantages of portable communication and entertainment and wish people and brands to seek their permission before interacting with them via their mobiles."
Mobile technology is social technology
The role of the mobile phone has changed tremendously over the years. This study echoes the mobility phenomenon that Nokia's Senior Vice President for Customer & Market Operations, Asia Pacific, Urpo Karjalainen, outlined in his welcome address at the Nokia Media Summit.
Mr Karjalainen said: "In the era of digital convergence, mobile technology is becoming social technology - shaping the way we communicate with each other, enjoy our free time and the way we work. Our experiences are being transformed with the possibilities of listening to music, capturing moments in still and video, watching TV and browsing the internet on our mobile devices.
"In today's converged and connected world, social technology is now empowering the individual more than ever with converged devices, services and solutions available at their fingertips," he said.
Mobile marketing - Intimacy, immediacy and interactivity
Mr Harris said that the Synovate study found the mobile phone offers three key advantages to marketers.
"First, the mobile phone is an intimate mode of communication. This is not a wide-ranging broadcast tool. Messages are seen as 'just for me'.
"Second, the phone provides a unique sense of immediacy. The majority of the participants in our study felt that when a message arrived on their phone, they needed to act on it straight away.
"And the third advantage is interactivity. The phone provides a mechanism for a two-way conversation between a consumer and a brand.
"These add up to a powerful opportunity for marketers. Getting the right message at the right time to the right consumer is a potent proposition," Mr Harris said.
What consumers want from mobile marketing
The two markets studied showed differing perspectives on mobile marketing, with the Korean experience providing some guidelines and warnings for Australian marketers.
Mr Harris said that Australians expect brand-to-phone marketing in the near future but will only engage brands of their choice.
"As with any high reward activity, the downside is high risk. The intimacy of receiving a personal message — and the compelling wish to act on things immediately — means that the right message will be seen in a very positive light. However, the wrong message will be viewed as annoying and the consumer's relationship with the brand will suffer.
"Korea is a few years ahead of Australia in terms of digital mobile platforms and content - and therefore mobile marketing. Most of our Korean respondents reported the majority of messages sent to their phone were unsolicited and unwanted and they became irritated with the companies behind the marketing.
"However, even in these circumstances, study participants were positive about the idea of targetted and useful messages from brands that they chose to include in their lives," he said.
A two-way value exchange
Study participants had high awareness of the potential for interactive marketing via the mobile phone.
Mr Harris said that most felt mobile marketing must be two-way to be successful.
"The mobile ads that are annoying people in Korea are still following the traditional, one-way broadcast form of advertising — suitable for television and mass media, but not considered appropriate by consumers for the mobile format.
"In both Australia and Korea, consumers are open to marketing that is a two-way interaction. They are happy to receive advertising or marketing messages — but after granting permission and as part of a value exchange. Consumers want to get something back for allowing a brand into their life — be it discounts, special offers or other VIP treatment," Mr Harris said.
The mobile as a 'remote control' for life
When asked about various media, respondents classified the mobile phone as very different to traditional media like television, radio, print, outdoor and even the internet.
"Most people did not think of phones as a medium at all," said Mr Harris.
"This is interesting for marketers as it implies the whole approach must be different to other forms of marketing. One theme from the focus groups was that mobile phones have the potential to be the 'mortar' between the 'bricks' of the other media — something that glues a marketing campaign together.
"Consumers could point their mobiles — like remote controls — at interactive billboards as they move around and, with the touch of a button, request information, change the scene on the billboard and interact with the brand. There is high potential and receptivity for creative marketing campaigns," he said.
Respect for me, respect for my phone
"The overwhelming message from the study was that the mobile is an extension of the individual and — as such — people would like it treated with respect. There is a place for marketing to the mobile and getting it right will be powerful marketing indeed," Mr Harris said.
About the 'Me, myself and my mobile' study
Synovate conducted the 'Me, myself and my mobile' study in November 2005 to look at how technologically-savvy consumers currently use their mobile phones, how they feel about them and how they anticipate using their mobiles in the future. The qualitative study focused on attitudes to marketing over mobiles. The study compared Australia with the highly progressive mobile market of Korea. Focus groups were conducted in Sydney, Perth and Seoul.
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
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Dean Harris
Managing Director, Sydney Market Equity |
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Tel: +61 2 9922 8192 |
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Since its inception in 1992, Market Equity has grown to become one of Australia's largest full service marketing and market research consultancies. Market Equity now employs over 70 full-time and 200 casual staff throughout offices in Perth, Sydney, Adelaide and Darwin.
With a growing client list in excess of 300 of Australia's leading companies and government departments, the company has established a reputation for providing innovative and results-oriented solutions to business problems along with high quality service.
Market Equity is now part of Synovate and will rebrand to become Synovate in Australia on 5 December 2005.
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,400 staff across 62 countries.
For more information on Synovate visit www.synovate.com.