Emotions have the capacity to influence how people use mobile devices and applications, raising implications for marketers, according to a study by RealityMine Analytics.

Many people feel overwhelmed within a half hour after starting to use a calculator or personal banking application through their mobile device, according to the study. The results show how for mobile marketers, the context of a consumer?s situation and the relevance of the advertising to that context are critical in determining the impact an ad will have.

?These findings rather provide much more specificity ? that it isn?t that doing a certain activity leads to a specific feeling, but rather context is everything,? said Rolfe Swinton, co-founder of RealityMine, which is based in Britain. ?If you want to provide an effective service, an effective mcommerce site, or deliver an effective mobile campaign, you can get data that will give you the context you need to deliver the right kinds of messages to the right kinds of customers.?

Levels of frustration are particularly high in people using software programs and email, the study found. This reaction is most likely to be a consequence of high frustration levels among people in the workplace.

 

Analyzing the context behind mobile device behavior is a way to help marketers identify the best means of reaching consumers, according to the study.

Data can show retailers when someone is motivated and able to act. If marketers could deliver the right trigger to the consumer?s context and emotional state, more potential customers could be converted to paying customers, according to the study. 

?Applying this data can have a significant impact on improving delivering the right kinds of messaging to convert shoppers to customers,? Mr. Swinton said. 

RealityMine?s team investigated the relationship between mood and mobile phone use using USA TouchPoints e-diary and passively collected mobile phone data. 

Mobile phones are so embedded in everyday life that the effect they have on a user?s mood often goes unconsidered.

A large number of people feel overwhelmed within a half hour of starting to use a calculator or personal banking application via their mobile device, the study found. 

A logical explanation for this phenomenon is that financial issues naturally cause an individual to feel overwhelmed, according to the study.

Among lonely people, messaging and music applications have a high reach as people try to counteract their mood by initiating conversations with friends or family or listening to feel good-music. 

The use of Candy Crush Saga, a phenomenally popular levels-game app, is triggered by boredom. The social aspect of the game, combined with its highly addictive nature makes it the perfect remedy for procrastinators and the bored alike, according to the study.

 

Sport frequently invokes intense emotions among dedicated fans dependent on allegiances and team performance. 

Researchers found that 32 percent of people felt angry and 33 percent felt happy while viewing sport. 

Tribal psychology theory is often used to understand the emotional investment that sport fans place on their team. This theory is rooted in primitive times when one?s tribe was relied on for protection and survival.

To have your team win the big game is euphoric, but a loss results in disastrous consequences to loyal fans. 

?It is critical to understand your audiences? emotional state to truly optimize your marketing effectiveness,? Mr. Swinton said. ?Reach and frequency are not enough, and certainly not enough when a marketer is reaching a consumer via mobile and hoping to get a specific behavior.?