Data Point: 51% of Cell Phone Users Access Just in Time Info

We’ve been having a discussion in the office this week about the efficacy of the Yellow Pages and where things are headed with marketing to ‘up and coming’ decision makers, so this bit of insight from Pew Internet research this morning is spot on with what we’re seeing and might be something to consider as you’re making your marketing plans.

• 51 percent of U.S. adult cell phone owners have used their phones to get just-in-time info “they needed right away.” – What does this mean for the Yellow Pages and for that matter, using the computer to search for information on Google and other places?  The mobile device is increasingly become the vehicle of choice to access quick information, like listings and reviews, on the Internet.
• Among 18-19 year olds, the odds that the cell phone is their window on the world of the web are even higher. 64% have used their phone to quickly retrieve information they needed.
• Consumer behavior has definitely shifted due to web-enabled mobile phones with fully nine in ten smartphone owners use text messaging or take pictures with their phones, while eight in ten use their phone to go online or send photos or videos to others.

Think about your own customers.  How has their behavior and device usage changed in the past few years? 

It’s no surprise then that the growth in cell phone subscribers will ultimately influence behavior over time, according to a study by Bridge Ratings.

In fact, if you want a glimpse into the future, just look what study participants are asking for ‘more of’ in their cell phones:

• Improved search and GPS capabilities ranked #1 and #2 with smoother interactivity and time-shifted audio close behind as services this sample deemed of most interest

While the Bridge Ratings study was largely focused on the intersection (or eclipsing) of radio and mobile, their parting words are telling for any industry facing competition with the mobile space.

This data represents confirmation by this sample that traditional media is facing strong competition for time-spent-listening from media outside its normal competitive channels. While among the entire study sample, terrestrial radio fared well, trends in this study show that very specific content services formerly the strongest domain of traditional radio face further attrition or at the least additional sharing among users of traditional media.

Looking forward, cell phones should be considered a vital new component of the media landscape – one that provides consumers many, if not all, of the consumer benefits offered by radio.