UK: Buongiorno surveys 18-34 yr olds
By Ben Robinson on Thursday, February 21st, 2008 at 2:33 PM PST In Content, Marketing
Buongiorno have just published research that tries to understand the “mobile browsing behaviour” of 18-34 yr olds in the UK. Fortunately it shows a positive trend in terms of amount of access (phew, I almost thought mobile browsing was going to be a failure for a second there! 
), and divides users in to two groups – Embracers and Pragmatists.
Apparently the Embracers are those that can’t stop playing with their Mobys (I think another word is addicts?!) – they browse not just for a purpose, but because they can – be it entertainment, filling in time, or on Mobile versions of certain social networking sites (I suspect one of those starts with Face and ends with book…..). This group connects to the moby-interweb up to 3x/day!
The Pragmatists, as I eluded to above, use their Mobys as a tool – they browse for a reason, and that is usually to be productive, or get information. This group accesses less frequently at 2-3x/week, and only for relatively basic tasks.
Well it’s quite an interesting take on things, isn’t it – Buongiorno are a BIG contnet aggregator, so clearly they have some experience in this stuff (and on a personal note, they are also great to work with 
). If Moby-browsing users really are just two types, then it’s quite a polar divide between them…..
So, IntoMobile readership, which camp do you fall in? Or are you not camp at all?!
[Via: Mobile Marketing Magazine]
Mm. My infinite and dearly bought knowledge about customer behaviour when it comes to mobile browsing suggests that: if the prices for data traffic become remotely reasonable – people are going to start browsing more.