Understanding and enticing the mobile web user

Carol Taylor – Director of User Experience at Motricity presented mobile user behaviors and trends at the mobile strategies 2008 day at CTIA a few weeks back.  

It was a great presentation that focused on something that marketers and brands are desperately looking for – metrics and demographic information on mobile.  Here are some highlights of what was covered: 

Mobile users who use the mobile web are motivated by five primary things:

1. Staying connected
2. Staying current
3. Being efficient
4. Filling time
5. Urgent need

Mobile user who use the mobile web access it primarily for: 

1. Communication (i.e. email, MIM)
2. Scan for what’s new
3. Check a fact
4. Surf for general info
5. Look-up info for now
6. Look-up info for later
7. Commerce

How are mobile web users accessing the mobile web?

1. Mobile Web browser
2. Search engine on device
3. Web browser bookmark

Where are mobile web users accessing the mobile web?

1. At home – 44%
2. At work – 38%
3. In car – 33%
4. Other transit – 20%
5. Service facility (ie. bar) – 17%

Other key findings: 

• 1/3 of those who access news from the desktop web also access the mobile web for updates and as a secondary source of updates
• Communicating and scanning for new info is the top mobile behaviour
• Typing URLs, searching, and saved book marks are most common way of finding sites. Carriers sites are used about half as often
• Mobile web used at home and work primarily
• Make services relevant in a mobile context – otherwise it will fail as we’ve seen so far
• Create services that will compete (or compliment) other screens such as pc, tv, game console, portable gaming devices etc… with mobile

Want the full white paper? Download it here from motricity.