News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Survey reveals consumers' lack of satisfaction with mobile ads
Marketers need to improve how they leverage mobile technology to engage with consumers because, according to a new report from Millward Brown, attitudes towards mobile marketing aren't currently very positive.
Millward Brown's AdReaction 2012 Report reveals that consumer attitudes towards mobile marketing are not very positive and marketers have an opportunity to improve how they engage with consumers.
Globally* (.pdf), less than a quarter (23%) of smartphone and 29% of tablet users were found to have a very or somewhat favorable attitude towards mobile ads compared with 36% for online display ads, 47% for newspaper ads and 51% for TV ads.
However, consumer toleration of advertising rises significantly when they are displayed on free mobile websites (68%) and free apps (65%).
In the U.S. (.pdf), just 9% consider mobile advertising very or somewhat favorably, way behind other channels such as opt-in display (28%), online display (22%) and online video (16%). Furthermore, attitudes towards mobile ads have changed very little since 2009 when 7% saw them in a favorable light.
"Despite relatively low favorability at present, there is much room for optimism," says Rakesh Kumar, Chairman of the Global Firefly Millward Brown Board. "Our qualitative findings suggested that consumers genuinely want mobile marketing to succeed. Indeed, it is because consumers have such high expectations of competence, and assumptions of built-in intelligence from mobile marketing, that delivering anything less can lead to negative perceptions."
Attitudes toward mobile ads in emerging marketing, where mobile devices are more central to consumers' lives, were found to be more positive. In Nigeria and Kenya nearly half (48%) had a positive attitude as did India (43%) and South Africa (30%).
*AdReaction 2012 consisted of online surveys of more than 6,000 smartphone or tablet users in Brazil, Canada, China, France, Germany, India, Italy, Kenya, Mexico, Nigeria, South Africa, Spain, Turkey, UK and the U.S. Qualitative research (online forums and depth interviews) was also conducted in China, Germany, India, Indonesia, Italy, Kenya, Mexico, Nigeria, South Africa, Spain, Thailand, Turkey and U.S.
- Expert: How to reconnect customers
- Fiksu launches mobile audience platform
- Ad Roundup: Solutions for mobile, online reach
- Imbalanced approach to social means consumers left waiting for response
- Reports show upswing for connected TV, downswing for pay
- Study: Smartphone viewers more likely to click
- How technology can improve the classroom
- Campaign launched to increase awareness of role of ads in funding free online editorial
Featured White Papers
- B2B Marketing Automation Platforms 2015: A Marketer's Guide
This report was prepared by conducting in-depth interviews with leading vendors and industry experts....
- Why Marketing Should Be Personal
Read our report, Why Marketing Should be Personal, created in partnership with Econsultancy, to learn why 700 marketers ranked personalization...
- Digital Trends 2015
Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to...