The Internet Advertising Bureau UK (IAB) is passing on a hint to marketers seeking to establish successful campaigns and make use of new innovations with the release of research looking into consumers’ attitudes towards mobile technology and the level of their emotional connection with these devices.
What caught my attention is the fact that British people feel more strongly attached to their mobile phones than people in the US and South Korea, as 62% of Britons said that they can’t imagine life without their phones. Britons also tend to use their gadgets more often than their foreign counterparts to surf the web rather than make a call or send a message.
According to 69% of UK consumers, they expect to use mobile phones even more actively by 2015, which suggests that the growing adoption of these devices will be accompanied by higher expectations in the technology from users.
The survey, which approached some 2,000 consumers in the three countries, also found that 35% of UK consumers use tablets every day, compared with 31% of US respondents and 15% of those from South Korea. Over half of the UK consumers claimed that they are content with their smartphones, suggesting that people in South Korea have higher requirements regarding technologies, as just 26% of them said they were satisfied with the specifics of their device.
When asked to make a list of their most preferred technologies, choosing from mobile wallet, mobile-optimised websites and cloud based storage, 74% of those interviewed in the UK ranked the mobile wallet as the most intriguing innovation. Mobile-friendly websites and cloud based storage are, however, what those surveyed believed would have the highest potential in the short run.