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Study Shows Consumers Will Buy If Ads Are Relevant…

aerodeon.gifAerodeon has released the results of a sector specific consumer study which indicates that 60% of mobile internet users would be influenced to purchase an alternative brand to their regular brand in response to relevant mobile internet advertising.

The Study:
The information was collected in early 2008, and included more than one thousand people in the UK that are currently using PC internet. The intention was to understand which sectors would benefit most from mobile advertising, and which formats and communication methods would be most effective.

The study was sponsored by Peugeot, Diageo, Sky, Nestle, More Th>n , Procter & Gamble and Orange, and was conducted by Millard Brown.

Some of the key findings include:

Mobile Advertising:

  • Over half of all mobile internet users are happy to accept ALL mobile advertising types.
  • 6/10 users want adverts from Entertainment and Food & Drink brands.
  • 6/10 mobile internet users would be influenced to purchase an alternative brand to their regular brand in response to relevant mobile internet advertising.
  • Some users suggested they want to see a “text message” in response to clicking on a banner ad suggesting that new models lay ahead for mobile operators.

Mobile Internet Usage:

  • Average surfing time per session is six minutes with 3/10 of all 18-34 year olds spending more than 10 minutes per session when browsing the mobile Internet.
  • Over half (52 percent) of ALL PC Internet users use the mobile Internet, rising to 3 in 4 (77 percent) of 18-24 year olds.
  • Amongst regular users of the mobile internet, having access to the mobile internet is more important than TV or newspapers.
  • The main barrier to adoption for non-users is cost and a lack of knowledge about how to access mobile Internet services.
  • 2/3 of ALL mobile internet users use mobile search.
  • 3/4 of regular mobile internet users (use more than once a week) use the mobile internet to research big ticket items such as cars and holidays.
  • Research indicates that mobile internet browsing significantly increases PC internet browsing suggesting that the mobile internet can create digital footfall for brands on the web.

Chris Bourke, MD Aerodeon said, “This study contributes to the growing body of compelling evidence that mobile offers advertisers unique advantages and that investment in it is necessary to achieve a 360 degree digital communication strategy.”

Read more about Aerodeon in MobiAD Company Index.


22.07.2008    Tags: ,
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