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BizReport : Mobile Marketing : December 11, 2013

Study: Mobiles don't want to be interrupted

In many ways mobile devices are giving brands and marketers more opportunities to connect - and stay connected with - consumers. But, new data indicates interrupting people when they are using their mobiles is a turn-off. And that turn-off may impact how the consumer views those who interrupt.

by Kristina Knight

Game playing, mobile shopping, social networking. Everyone has interruptions, but new data out from Vibrant Media indicates mobile users are becoming more annoyed with interruptions - from calls to text messages to notifications - when they are using their mobile devices. In most cases these consumers would rather be interrupted while playing games or engaging with social media than when browsing the mobile web. This may indicate that while browsing the user is more engaged with the content and information provided.

"The research shows that when using their mobile phones consumers would rather their music stopped playing, their games were paused, and their social media interactions were cut short, than their web browsing be interrupted," said Tom Pepper, Vibrant Media's UK Managing Director.

Some interesting findings from the report include:

• 78% say interruptions to calls are the 'most disruptive'
• 85% say they're more likely to respond to a message if they know who is trying to reach them

"On the smaller screens of mobile devices disruption to content consumption is amplified. Marketers who deploy interruptive ad formats should take note, as seeking to forcibly initiate contact between brands and consumers can be harmful to the brand. It's not only such intentionally interruptive formats that are damaging consumers' content consumption, many digital sites are also deploying ad formats on mobile devices which are intended for desktop browsers. It's vital for brands to deploy ad formats which respond to the unique environment of mobile and show more respect for consumers' content browsing on their handheld devices," said Pepper.

Image via Shutterstock

Tags: mobile browsing, mobile interruptions, mobile marketing, mobile trends, Vibrant Media

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