Recent research from the Pew Internet & American Life Project Survey (March 2008) indicates that over 60% of Americans access data and information when ‘mobile’ through their mobile phones or PDAs.  The report also reveals that it would be harder for most people to give up their mobile phones than TV’s or the Internet.  In order of difficulty in giving up are (1) Mobile phone; (2) Television; (3) Internet; (4) Landline Telephone (5) Email.  

What does this mean for marketeers and media targeting consumers ‘on-the-go’? A 2006 Nokia report on mobile television offers some insight.  Contextual targeting, mobisodes and localized content are some of the approaches for ‘snackable content’.  Or, look to the surge in location-based travel services, providing site-specific content.  Or, look to a virtual travel mashup that taps into the convergence of GPS, love of travel and casual gaming.     

What should you be doing? 

No need to dump the email blast just yet but consider the following:  1)  The mobile phone has released consumers from being bound by place. With it, consumers have gained a sense of control, security and confidence.  2)  Multi-media approaches are now mandatory for marketers and media broadcasters.  3)  Mashups of the virtual and ‘real’ are now part of media content generation. 4)   Marketers should recognize that email and the Internet are competing for attention with an interdependent and complementary device: the mobile phone.