Research on mobile web demographics is still in its infancy, but the picture is slowly emerging like a Polaroid being waved in the air. And the picture bodes well for traditional TV advertisers who have been frustrated by diminishing audiences of young adults.
Nielsen recently reported that 25% of 18-34 year olds used mobile web technology earlier this year. That number, it's assumed, is larger now. And it outpaces, by a wide margin, all other demos.
Among the 12+ population, only 14% used the mobile web. What's surprising is that virtually the same number of teens (15%) reported mobile web use.
And the skew is decidedly male (55%). Not overwhelming, but significant.
What's not apparent is how these people accessed the mobile web. Did they go through their carrier's deck? Did they log onto a site on their own? Or did they click on an SMS-delivered link as part of a text promotion?
The details will emerge as to the best way to facilitate mobile web engagement. But for now, the signs are very encouraging. Especially for advertising who are seeing their target 18-34 demo slip out the back door and leave traditional media sitting alone at the table.
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