A new report titled the “3rd Annual U.S. Mobile Path-to-Purchase Study” revealed that mobile phone users are becoming more receptive to mobile ads depending on the content. The results of the study, a joint effort by xAd and Telmetrics, are based on findings from an online survey of 2,000 smartphone and tablet users in the U.S. and observations from Neilsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.
Promotional offers and coupons were the most likely to lead to action amongst respondents aged 18-54, whereas relevant content was equally as enticing for respondents aged 55-64. Respondents aged 65 and above seemed to be more swayed by relevant content in ads than they were by coupons and promotional offers.
So, who is most likely to click on mobile ads? The study found that younger respondents, aged 25-44, are engaging with mobile offers more than their older counterparts. Additionally, respondents earning more income ($100k or more) are more likely than lower-income respondents to click on mobile ads.
- The leading reason for clicking on an ad was interest level in whatever was being promoted.
- The main reason for not clicking on an ad was due a lack of interest in whatever was being advertised
- 7 in 10 respondents said mobile ads had caught their attention in the past 30 days
- 4 in 10 said they clicked on at least one ad during this same timeframe
- Nearly half of respondents agree that mobile ads are helpful and informative – more than twice as many as last year.
- 56 percent find mobile ads intrusive and annoying – down from 63 percent in 2013.
- Mobile ads have the strongest influences amongst higher-income respondents.
MarketingCharts Staff. “Which Types of Smartphone Ads Do Mobile Owners Believe Lead Them to Action?”. 8/4/2014.