Mobile Trends

How mobile raises the bar for brand communications

Key Insights

Contents

1. How mobile raises the bar for brand communications Right here, right now, right for me 2. An evolving role: For mobile and for Mobile Life 3. Global overview 4. From fashion to features to interactivity 5. Becoming a part of consumers’ mobile world 6. Experience: Enrich my life 7. Independence: Set me free 8. Convenience: Save my time 9. Relevance: Context is everything 10. Reassurance: Give my decisions the green light 11. Opportunity or challenge: The choice is yours 12. About Mobile Life 04 06 08 10 12 14 18 20 24 28 32 38

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Key Insights

© 2012 TNS

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1 How mobile raises the bar for brand communications . Right here, right now, right for me

A place on a consumer’s mobile phone is becoming a powerful opportunity for marketers to influence behaviour, build loyalty and drive purchase. It is also very challenging to achieve and very difficult to maintain. And while the mobile represents a major opportunity for brands that can earn a place on its home screen, it represents a significant challenge to those unable to adapt to mobile-powered consumer behaviour. For ever-increasing numbers of consumers, across markets, income levels and demographics, the mobile phone is the device and the communications channel closest to their hearts. It is by definition intimate and personal, carried everywhere, used throughout the day and customised through taking and saving personal photos, downloading music, adding wallpapers, creating shortcuts and, increasingly, through the selection of apps and functions. “My phone” is not simply a declaration of ownership; a consumer makes their mobile their own.

Snapshot of the Mobile Life findings available at www.tnsglobal.com/mobilelife

© 2012 TNS

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2. An evolving role: For mobile and for Mobile Life

Mobile Life, TNS’s annual investigation into the behaviours, motivations and priorities of the world’s mobile phone owners has been...