Mobile media matters: Canadians demand that more brands deliver mobile content

Bell Media released preliminary findings from its fourth annual Canadian Mobile Media Snapshot. The new research reaffirms old beliefs: users want mobile content.

Delivering your branded content to smartphone and tablet users is a good idea, even according to the users themselves: 82% agree that mobile media is a good way to learn about new products and brands; 80% agree it can influence them to investigate a product or service; 71% agree it can change the way they think about a product or service; and 65% agree it can influence them to buy a product or service.

“The importance of mobile in daily life has already been well established. What these findings underline is a clear opportunity for brands to impact their key metrics by using mobile media and advertising,” says Jonathan Dunn, Associate Director, Mobile Sales and Marketing, Bell Media Digital. “We are seeing increasingly positive attitudes towards mobile advertising from consumers with nearly 30% of mobile media users citing excellent experiences with mobile ads.”

“Conscious of the dramatic acceleration of Smartphone adoption in Canada, the research we released provides much more than a trailing view of the market,” adds Jonathan. “The 2011 Canadian Mobile Media Snapshot was structured to ensure our sales teams and agency partners have access to data that can be confidently applied to proactive campaign planning.”

What can brands to to capitalize on the mobile revolution? Optimize for it! Canadians explicity expressed desires for mobile versions of websites and full-featured mobile apps.

“The feedback is significant in that it provides clear indication that Canadians have an appetite to engage with brands on mobile but are frustrated by web experiences designed exclusively for desktop,” noted Jonathan.