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February 13, 2008

Mobile as 7th Mass Media, now comparing ad performance vs 6th Media ie the internet

As mobile is staking its place as the 7th mass media channel, we start to see analysis and comparisons and contrasts with the six legacy mass media (print, recordings, cinema, radio, TV and the internet). A fascinating survey has been released by M:Metrics which contrasts the influence of advertising on the internet vs ads on mobile in the UK. The power of the 7th Mass Media is very clear to see. According to the survey by M:Metrics,

For the purchase decision of a car, mobile ads were 41% more influential than internet ads.

For the purchase decision of a TV set, mobile ads were 54% more influential than internet ads.

For the purchase decision of a credit card, mobile ads were 38% more influential than internet ads.

For the selection of the preferred supermarket, mobile ads were 56% more influential than internet ads.

And for selecting a bank account, mobile ads were 42% more influential than internet ads.

There were no cases where internet ads would be more influential than mobile ads.

Is it about time for all advertisers and the whole advertising industry to learn about mobile as the 7th Mass Media Channel?

Posted by at 04:26 AM in 7th Mass Media, Advertising, Statistics |

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    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Helsinki but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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