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Smartphones enhance quality of life for consumers: Platform-A

More than a third of high-use smartphone users are taking action on mobile advertisements, according to a study by AOL's Platform-A.

The results of the research study assessed usage patterns among Smartphone consumers and their attitudes toward mobile advertising. Smartphone users are clicking on advertisements (53 percent), requesting more information or a coupon (35 percent) and making purchases via their smart phones (24 percent).

"The study allowed us to see the extent to which the smartphone enhances the quality of life of consumers," said Rich Kochman, vice president of product management and mobile at Platform-A.

"It makes it so much easier for them to access the information they need wherever they go, at anytime," he said. "It's their lifeline, checking in with mobile media at work, home, while shopping or commuting."

The "Smartphone, Smart Marketing" study, sponsored by AOL's Platform-A, which includes their mobile advertising platform Third Screen Media, and directed by UM, was conducted to better understand the trends that will influence this rapidly growing and changing marketplace over the next few years.

For marketers, smartphones and mobile marketing provide new ways to capture consumer attention with higher degree of focus than traditional forms of media.

The study reports Web-enabled devices have enabled Americans to consume media throughout their daily routine, with 82 percent using mobile devices at work and 81 percent using mobile devices while shopping.

The mobile Web has also become a ritual with commuters, who use the mobile web as part of their workday commute.

Currently, nearly one of every seven minutes of media consumption takes place on a mobile device, and six of every 10 consumers expect their mobile internet usage to increase significantly over the next two years.

"Marketers can align their brands with a technology that is seen as cutting edge, timely and current. Brands have a compelling opportunity to engage with consumers while they are very focused on content, sponsoring applications that are valuable to the experience and provide convenience," Mr. Kochman said.

"It's also important to note need of making their Web sites formatted for mobile devices," he said.

These trends are led by younger users and iPhone owners, who tend to be early adopters.

These findings bode well for brands in the mobile marketing space, including Platform-A which owns Third Screen Media, a mobile ad-serving platform and network that enables advertising on mobile devices.

The approximately 1800 participants in the study were selected based upon their frequent use of smartphone devices, with nearly all participants indicating they use their smartphones at least several times per week.

The study also included a sample of "lead users," who were asked to keep daily usage diaries.

This extensive multiphase research project examined how mobile devices are influencing American lifestyles and media consumption, creating new opportunities for marketers to influence purchase decisions.

"Mobile marketing should really be an integration and/or extension of an online campaign," Mr. Kochman said. "Based on our study, one out of every seven minutes of media consumption occurs on a mobile device.

"As you look at how much media consumption is happening on mobile devices, there is a strong implication for brand advertisers who want to drive deeper engagement and awareness to its consumers," he said. "Brand advertisers who launch a large media campaign should include mobile elements to keep their brand top-of-mind to consumers, ultimately driving deeper engagement with the brand.

"Mobile is not just a carbon copy of what is done on-line, it is more of a complimentary element of a campaign the same way online efforts support traditional media."