As mobile devices become the primary means for a growing, worldwide population to access the Internet, the ability to interact with these consumers in meaningful and compelling ways has become increasingly important for brands to consider. New findings from leading consumer research company Communispace offer a deep look into the minds of mobile users and reveal ways to better engage these connected, empowered, and nimble consumers.

The report, Connecting with Connected Consumers, taps into 200 mobile users and includes qualitative research derived from Communispace’s proprietary online communities, IdeaSpace.

“Whether engaged in consumer research or marketing campaigns, trying to understand consumer motivations, or attempting to motivate their actions, companies and brands must understand and embrace mobile technologies as consumers’ constant companions,” said Julie Wittes Schlack, Senior Vice President, Innovation and Design, Communispace.

This new research found that while connected consumers yearn for streamlined, instantaneous and personalized experiences, as they become increasingly empowered and informed, they are looking to companies and brands to help navigate the many challenges of mobile users — by providing tools to help curate, manage and filter the flow of content, or just by acknowledging that these concerns exist. Additionally, when it comes to mobile marketing, connected consumers demonstrate a strong appetite for contact from brands that is both solicited and relevant, and that enables them to retain some control over the cadence and nature of the interaction. Through the research findings, Communispace identified the following four implications that can help marketers better engage with today’s connected customers:

1. Avoid unsolicited contact - Privacy is closely protected and permission is a prerequisite; mobile users loathe brands that initiate interactions without prior consent or approval.
2. Come and connect, already - Mobile consumers are ready and waiting for contact with familiar brands on mobile devices; awareness and willingness is there, but few brands have cracked the code for providing consistent value via mobile technologies.
3. Hand over the reins - Mobile users require control over when, where, how, and how often they interact with brands on mobile platforms — the more personalized, the better.
4. Create custom, relevant experiences - Untargeted and irrelevant content will be shunned by mobile consumers. Specialized, personalized and exclusive offers suggest an aptitude for giving customers what they need and want.

You can find the entire paper here.  

About Communispace:
The world's most admired brands turn to Communispace, the leader in generating game-changing insights via private online customer communities. Founded in 1999, the company has created more than 400 customer communities for industry leaders such as Kraft, Hewlett-Packard, Charles Schwab, Hallmark, Unilever, GlaxoSmithKline and Hilton Hotels Corporation. Headquartered in Watertown, Massachusetts, the company has offices in Atlanta, Chicago, London, New York, San Francisco, as well as Imperia, Italy and Sydney, Australia. For more information, please visit: www.communispace.com.