Drinking and texting alive and well, survey confirms
A new study has confirmed what we have all suspected for ages: South African consumers turn to their mobile phones when they’re drinking – and three-quarters of them are likely to post photos on social media sites while under the influence.
The study, commissioned by the largest mobile advertising network, InMobi, surveyed 500 people over the age of 18, and a staggering 80% confessed that their social media activity increased while drinking. 76% will freely chat, sms and mail while drinking, although the study stops short of detailing the consequences of these communications. Over-35s, who have presumably learned their lessons the hard way, are more likely to surf the web and play mobile games while drinking.
Daryn Smith who manages the marketing for InMobi Africa and the Middle East said they commissioned the survey to understand to understand drinkers’ preferences and mobile engagement level to assist brands in developing mobile marketing campaigns – and it revealed some interesting insights into the habits of the average South African drinker.
In all, 42% of respondents drink weekly, but only 6% admit to drinking daily. Why do we drink? For higher-income earners, the key drivers are to destress and relax (61%), celebrate special occasions (53%) and bond with family and friends (42%). Lower-income earners prefer to wait for special occasions (64%).
Not surprisingly, where we drink is largely determined by our age groups. 71% of under-35s drink at nightclubs, as opposed to only 35% for over 35s – you’re far more likely to find them at home, or at a friend’s home (82%). Personal preference is key to our choice of drink, according to the survey. Nearly three in four consumers (72%) stick to their favourite drink, and 53% remain loyal to their favourite drink brand. Only 11% try new beverages regularly.
“For us, though, the most interesting thing to come out of this survey is that for most consumers, mobile is a better medium than TV or online for alcohol ads,” said Smith. “But you still need to grab their attention. People love giveaways, discounts and invitations to VIP events – or at least something that is funny!”
The study suggests that tools like mobile coupons have an compelling ability to influence consumer behaviour. 55% of respondents say a coupon would influence their choice of store where they purchase alcohol, and for 54%, it would even influence their choice of drink or brand.
The survey also has some interesting insights for brand and loyalty managers. 40% of respondents prefer to interact with their loyalty programmes via SMS, over 25% for a loyalty card – and only 7% via a website.
“The South African consumer market is ripe for rich media and mobile advertising,” said Smith. “People have their mobiles with them all the time – and brands are beginning to take advantage of this great opportunity to develop hard-hitting messages that have direct effects on consumer behaviour.”