Consumers engaging with mobile ads more frequently, and in meaningful ways
As smartphone engagement increases, it’s only natural for smartphone advertisement to increase as well. Mobile ad click through rates are roughly 75% higher than for standard banners or rich media viewed on desktops or laptops, according to an analysis from digital solutions company MediaMind.
These aren’t just empty stats, either. 59% of U.S. smartphone users say mobile ads directly influence their spending habits on a regular basis, two percent higher than television ads, according to InMobi. In a separate study by OPA & Frank N. Magid Associates, 79% of those polled had made a purchase based on a mobile ad at some point and 24% of those polled made a purchase in store as a result of a mobile ad they viewed.
According to InMobi, 71% of U.S. mobile consumers use mobile search and 64% use the mobile internet, often while they’re relaxing in their homes or waiting for something. 53% of those polled said they had been introduced to something new via their smart phones.
It isn’t difficult to determine the reasoning; the average mobile user has their device with them on a regular basis, creating more opportunities to casually surf the web. Among the most pivotal group of consumers were content buyers, who hold differing opinions on mobile ads than traditional consumers.
More so than other consumers, content buyers are:
- 11% more likely to be motivated to buy an item based on a mobile ad
- 25% more likely to research a product based on an ad
- 10% more likely to view smartphone ads the same as internet ads
- 16% more likely to describe smartphone ads as harder to ignore
- 12% more likely to describe the ads as eye-catching
- 11% more likely to describe the ads as relevant, unique or interesting
If more engaged mobile consumers lead to higher click through rates for mobile ads, it should stand to reason that those higher click through rates lead to increased mobile ad budgets. eMarketer expects mobile ad spending to reach 2.61 billion this year. Learn more about BSMG’s mobile advertising opportunities
Sources: eMarketer | MarketingCharts 8/15 | Marketing Charts 8/23
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