Nielsen recently released a report on the state of mobile usage around the world. Here we pick out three important learnings for digital communications.
1. A mobile website is a must
It is now unacceptable to have a company website, blog or any sort of online presence that isn’t optimised for mobile consumption. A quick look at the table below shows just how prevalent mobile use is, with Korea leading the way in Asia. In Korea, 80% of those surveyed use their mobile for web browsing, just ahead of China at 75%. A mobile strategy is particularly important in Australia, China or Korea, where consumers are increasingly changing their phone preference to smartphones.
2. Start thinking mobile video
While in some markets, the impact of mobile video consumption on traditional TV viewing has been minimal, in Asian markets such as China, India and South Korea, traditional TV viewing has experienced the largest decrease (see table below). This makes it more important than ever for brands to be thinking about extending their communications into mobile video. In India, for example, traditional TV viewing decreased 28% in the first half of last year, a hugely significant consumer shift. The study also found that the majority of Chinese consumers watch mobile video more than once a day, the most frequent of all countries surveyed.
3. No one size fits all
It is also important to note that mobile behaviour still varies from country to country (see below). For instance, Nielsen reports that people in Chinese are more likely to click on mobile ads (simple text and multi-media) than consumers in any other country surveyed, whereas Australians have a much lower response rate. In fact, out of all countries surveyed Australian consumers showed the most negative attitudes to mobile advertising, something to consider when planning a mobile campaign.
Stephenie Ho is digital manager, Australia, at Weber Shandwick