The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Consumer Behaviour Digital Marketing Yahoo

Mobiles provide the most emotionally engaging screen for marketers, according to Yahoo research

Author

By Tony Connelly | Sports Marketing Reporter

May 24, 2016 | 3 min read

Emotional engagement with consumers has become an increasingly difficult endeavor as a result of second and third screens, however new research from Yahoo has found the most effective means is across mobile, and specifically, at a time when consumers are relaxing.

Yahoo mobile engagement study

Yahoo’s study into the world of consumer screen engagement explored how screens can be used to deliver contextually relevant emotive experiences at times when consumers are most receptive to them.

The research drew on findings from UK, Germany, Italy, and France, as well as qualitative analysis and biometric testing and revealed that people are actively open to and want engagement from brands when shopping, traveling, and in particular, relaxing.

Watching television with a smartphone in hand is the most common form of relaxation and the research found that smartphones are the number one device for all commercial opportunities with nearly half of consumers saying that mobiles are the preferred device for retail rewards (48 per cent) and sharing event experiences (47 per cent).

Smartwatches and wearables may also present a growing opportunity for brands to emotionally engage with consumers according to the study. Four in every five smartwatch owners (79 per cent) say they intend to use their wearable device to show information from the world around them and two thirds (65 per cent) hope to use their device to make payments.

Discussing the findings Yahoo’s managing director, Nigel Clarkson, said: “As we evolve how brands get the right message to the right person, emotional and situational context must be part of the equation. This means considering the specific screen a consumer is using to consume content and the activity they’re engaged in when it’s delivered to them. Seamless moments must fit in with the primary activity at the time, via a channel where consumers are happy to be engaged."

He added: “This isn’t a case of ‘smartphones vs TVs’, but rather appreciating what different screens can do for different campaigns and clients. Multi-screen thinking should factor into every modern marketer’s media planning process. These findings underline that targeted, cross-screen content marketing and native advertising have a lasting position in brands’ efforts to engage consumers.”

Looking ahead to next year and beyond the study also says virtual reality will become increasingly important for engaging with consumers. The research showed that over two thirds (68 per cent) of consumers would wear a headset to experience a virtual world, which in turn opens the door to a new wave of emotive brand experiences.

Consumer Behaviour Digital Marketing Yahoo

More from Consumer Behaviour

View all

Trending

Industry insights

View all
Add your own content +