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Study: Canadian mobile media usage

Bell Media has released some preliminary findings from its fourth annual "Canadian Mobile Media Snapshot," a study of the link between mobile media use and brand awareness, favourability and purchase intent. According to the findings, 82% of mobile media users agreed with the statement that mobile media is a good way to learn about new products and brands. Eighty percent agreed that mobile media can influence them to investigate a product or service, 71% agreed that mobile media can change the way they think about a product or service and 65% agreed that mobile media can influence them to buy a product or service. Of those surveyed, approximately half had purchased a mobile phone in the last year, leading to smartphone penetration of 56%. "The importance of mobile in daily life has already been well established," said Jonathan Dunn, associate director of mobile sales and marketing at Bell Media Digital. "What these findings underline is a clear opportunity for brands to impact their key metrics by using mobile media and advertising. We are seeing increasingly positive attitudes towards mobile advertising from consumers with nearly 30% of mobile media users citing excellent experiences with mobile ads."

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