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BizReport : Mobile Marketing : December 08, 2015

Southeast Asia Research: Half of mobile ad clicks 'unintentional'

The good news is that more than three-quarters of people surveyed across five Southeast Asian countries have clicked on a mobile ad in the past month. The bad news is that almost half said they did so by mistake.

by Helen Leggatt

According to a study by Omnicom Media Group and research firm Epinion, 77% of the 2,631 internet users surveyed in Indonesia, Malaysia, Philippines, Thailand and Vietnam
aged 15-54 who own a smartphone have clicked on a mobile ad in the past 30 days.

However, 48% said they were 'unintentional' clicks.

However, the majority of respondents (60%) said they were okay with ads on their mobile devices as long as they were rewarded in some way for viewing them or they were entertaining.

For almost three-quarters of respondents, relief of boredom was a key reason for using their mobile, but not all were interested in being entertained by brands. A significant number wanted brands to provide them with content that was practical and useful such as self-improvement tips (43%), motivational quotes (30%) and recipes (27%).

"There is a huge opportunity for brands to enhance the utility and functionality of their campaigns by leveraging mobile advertising as consumers have gone beyond using the mobile phone as a means of entertainment and communication," said Thue Quist Thomasen, head of group sales and marketing at Epinion. "Brands should move away from the fixation of content equates entertainment or information, and reconsider or redefine what does content mean to consumers from the perspective of utilisation."

Furthermore, a significant number of Southeast Asian mobile users said they use their device while watching television (60%), and use it to interact with TV content by either talking about or sharing/searching programme information (47%) or looking for information relating to television ads (28%).

Image via Shutterstock

Tags: advertising, mobile, Southeast Asian

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