Study suggests shift to mobile as main screen

By James Riches topicIcon Mobile Marketing

Weve study reveals shift towards mobile

Mobile is becoming the 'most important screen' for many adults in the UK, pushing ahead of television and tablets, according to a study from Weve.

The mobile marketing platform from EE, O2 and Vodafone asked 2,000 adults aged between 18 and 55 about their media use, and 28 per cent cited their mobile as their first port of call, ahead of 27 per cent who said television. Laptops and PCs remain out in front on 39.8 per cent.

A quarter said their mobile was now the first port of call when heading online, with 10 per cent making purchases using the their device.

This preference was even more pronounced among 18-34 year olds, with 46 per cent indicating their mobile was their most important screen, ahead of laptops and PCs (30.6 per cent), television (12.4 per cent) and tablets (5.8 per cent).

Weve suggests this shows how brands should be targeting mobile users. CEO David Sear said: "We commissioned the research because we were a bit fed up of mobile being called the 'second screen', but it surprised even us that 28 per cent of people in the whole group said mobile was their first screen, which is ahead of TV."

Companies urged to engage with mobile users

Mr Sear also felt that mobile was a potentially productive outlet for brands to establish a relationship with consumers.

"We're delivering broadcast-scale audiences, consumers who actively want to engage with companies and brands through their devices," he said. Weve's study states that 68 per cent of mobile users feel they receive enough promotional messages, or would be willing to see more.

Sixty-two per cent agree that discovering new brands and offers is a good way to use mobile, and 58 per cent reported using their device to use coupons and discount vouchers.

However, when it comes to brands attracting buyer attention on mobile, there may still be work to do. In August, Facebook revealed that 84 per cent of UK visitors came to the site via their mobile device, but YouGov research carried out a few months prior to that showed 80 per cent of 18-24 year olds had never clicked on a Facebook advert on a mobile device.

Daniel Nolan, managing director at theEword, said: "Brands really should be aware of the importance of mobile by now, and you would expect them to adapt their approach accordingly in the months ahead to try and get more consumers engaging with their advertising."