Mobile and Technology

A new mobile focused research initiated by Yahoo! has found that consumers are increasingly media multi-tasking. More than eight out of ten mobile media users (84%) simultaneously interact with their TVs or PCs.

Published: 01 Apr 2010

A new mobile focused research initiated by Yahoo! has found that consumers are increasingly media multi-tasking. More than eight out of ten mobile media users (84%) simultaneously interact with their TVs or PCs.

The study showed that almost a quarter of respondents (22%) regularly use their mobiles, TVs and PCs to access content simultaneously. The findings mean brands need to consider all platforms if their marketing campaigns are to drive consumer awareness and ward off negative consumer perception, according to Yahoo.

The survey was commissioned by Yahoo and conducted over the last five months by Appetite among 2,004 UK mobile media users aged between 16 and 65. It was found that 22% of consumers use PC, TV and mobile devices simultaneously, with 17% using PC and mobile at the same time, 29% using TV and mobile at the same time, and a massive 77% watching TV and using their PC simultaneously.

The findings also included a warning for brands that they must get their mobile offerings right, with many consumers opting to switch brands because of a bad brand experience .

Patrick Hourihan, head of trade marketing at Yahoo!, said that 44% of consumers blame brands if they do have a bad experience, with the increase in smartphones giving consumers higher expectations from retailers in particular.

The research showed that 1 in 10 mobile media users make mobile purchases, with this figure rising to 4 in 10 for iPhone users (including purchasing apps from the App Store).