25% of Finns Use Mobiles for Surfing the Internet
According to a survey carried out in Finland, the use of MMS messaging grew from 29 percent to 41 percent during 2006. Twenty-five percent of respondents had accessed websites with their mobile phones and 31 percent had used their mobiles to react to programmes or advertising on TV or radio. Last year, the percentage was 26.
Text message based marketing, which has grown steadily since 2001, seems to have stabilised at the level of 2005. In 2006, 45% of the population had received marketing communications to a mobile device. In certain target groups this percentage was almost 60.
The age group that used mobile telephones in the most versatile manner was that of 24 to 35-year-olds of whom a staggering 61% had received marketing communications to their mobile telephone. Thirty-eight percent of people in this age group had used a mobile device to react to marketing communications published in other media, and 47% had used their mobile phone to access the Internet.
The findings of the survey were targeted at enterprises that wish to have access to the most up-to-date information on consumer behaviour in digital channels; what kind of content is suitable for a mobile channel and what kind of content the users find interesting.
The findings indicate not only that mobile channels have developed as a form of media and a marketing tool but also that everyday mobile phone use has diversified further amongst Finnish people. Over 1,500 Finns aged between 15 and 64 took part in the survey.
Mobile Media Tracking 2007 is the seventh survey of its kind. Heimo Consulting was in charge of the previous surveys, including last year's, but a business acquisition last summer led to Satama Interactive having now taken over the process."
Posted to the site on 24th January 2007