GLOBAL – Kinetic’s latest Moving Minds research conducted in the United Kingdom, which helps determine ad strategies for Kinetic’s clients based on people’s behaviour and movements outside the home, explored people’s use of social networking on the move, their summer holiday plans and their approach to technology.
Kinetic found that, in the last three months, over a third of people have taken some form of ‘social action’ after seeing a form of Out of Home advertising, such as a billboard or train panel. As retailers battle for attention with their advertising campaigns the latest Moving Minds panel showed 26% of people have spoken to someone face-to-face about an ad campaign they have seen, 23% have taken a photo and 21% have looked for further information elsewhere while 15% have written about it on Facebook.
Other highlights of the study are as follows:
More than half of Britons rely on technology on the move
56% of Britons admit they rely on technology while on the move
18-24 year olds agreed most strongly with the statement ‘technology is important in my life when I’m out and about, on the move’
28% of Facebook users now access the site on the move – that’s more than the number of people who access it while at work.
24% of respondents have a Twitter account but of those, 66% said they haven’t used it in a while.
74% of people have a Facebook account and of those 81% use it regularly.
29% of people believe mobile technology has made them less reliant on using their original workplace
20% say their mobile phone is more important than their PC or laptop.
18% of respondents said they don’t mind receiving advertising on their mobile phone when the message is relevant to their immediate environment.
Local brands and supermarkets are the most trusted sectors in retail
55% of respondents say local brands are the type of industry they trust most, followed by supermarkets which scored 47%.
39% of people said they trust entertainment brands.
30% said they trust motoring brands.
10% said that they trust financial companies in this sector. The media was close behind at 11% and the Government next at 14%.
"Staycation" set to boost domestic tourism in the UK
49% of people who are taking any form of holiday in 2010 said they will take a break in the UK.
28% of people who usually go abroad say they will not travel overseas this year.
43% of respondents still said they will be planning a holiday abroad before the end of the year.
The panel is a nationally representative online sample of 500 UK adults chosen at random from a pool of quarter of a million.
