Mobile is becoming a competitor to traditional media formats, according to a national survey, with 18-34 year olds now seeing its as their first and most important screen.
A nationwide survey of 2,000 adults aged 18-55 and over, conducted by Weve, the mobile-commerce partnership platform from O2, EE and Vodafone, found that 46 per cent of adults between the age of 18-34 cited their mobile devices as becoming their most important screen, with 28 per cent of respondents overall saying the same, ahead of 27 per cent of respondents who cited TV.
Of the overall survey, a quarter said that they now turned to their mobile device first when going online, a figure that increased within the 18-34 year-old category to 45 per cent.
Online purchasing also found that nearly a tenth of consumers make online purchases through their mobile devices, while 39 per cent say that the screen they now look at most often is mobile.
David Sear, CEO of Weve, said that this research further highlighted the changing relationship that consumers had with their mobile devices.
"Today, over 32 per cent of our 20-million, opted-in customer base are actively using their mobile as their first screen and most importantly going online and purchasing through their device. We're delivering broadcast-scale audiences, consumers who actively want to engage with companies and brands through their devices. In combination with our deep and broad insight into our customers, it gives Weve a unique opportunity to bring consumers and brands together in new ways," Sear added.
Further insight was discovered through a poll of Weve customers, which discovered that over two-thirds (68 per cent) of mobile users felt that they either received the right amount or were willing to receive more messages, while just under two-thirds (62 per cent) agreed that mobile messages were a good way to discover brands and their offers, with over half (58 per cent) stating that they mobiles as an easy way to redeem vouchers and coupons.
Sear explained that mobile was disrupting the status quo of traditional media, however it had yet to be recognised in the same category as TV, radio and print media channels.
"This research shows how fast mobile is now changing consumer behaviour, particularly among younger people. We want to make sure that brands aren't missing out on an increasingly important part of the media mix, especially in the run-up to Christmas," he concluded.