Deloitte: 50% Of Americans Into Mobile Data Services

A new study is casting new light on consumers use of mobile data services - and it points to promising opportunities in mobile media. But many marketers will get the wrong idea. 

According to a Deloitte & Touche study entitled "The State of Media Democracy," 46% of 13 to 24 year olds embrace their mobile handsets as entertainment devices. And 84 percent of this age group send and receive text messages, compared to 57 percent of the total consumer population.

Fifty-six percent of all consumers snap photos with their phones, including 37 percent of users 61 to 75.

Steill, what any of this has to do with media is a mystery. Just because people are using SMS and MMS doesn't necessarily translate into usage of mobile content from marketers and content providers. It does, however, point to huge opportunities for interaction between consumers and the brands they know and trust. Many marketers will make the mistake of reading this report thinking mobile will make a great delivery mechanism for content and ads.

Mobile's so much more powerful than that for marketers and content owners alike.

To find out why (and how), pick up a copy of BRANDING UNBOUND the book today.

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Rick Mathieson.com