The Increased Engagement of

Users to Mobile Ads [Study]

Hat Media

Address: 1/15 The Corso, Manly

NSW 2095

Contact Number (02) 8188 0692

Email: Joana@hatmedia.com.au

Mobile devices have become a daily necessity used not just for communications and

connectivity, but for business transactions, too. The rise of smartphones has

changed the way people shop, providing convenience and better accessibility.

With mobile platforms, comparing product prices and features, locating stores, and

contacting businesses is so much easier—all of this contributes to consumers making

more informed buying decisions and improved transaction efficiency.

According to a 2014 survey, approximately 50% of mobile shoppers said

that mobile ads are useful. This figure is a significant increase (113%) from

the recorded 22% in 2013. The survey authors added that 40% of the

participants reported clicking on ads, and approximately half of them

proceeded with checking the website and finding related product

information.

Strong Mobile Ad Responsiveness

The report showed that 70% of mobile users notice mobile ads; among the

most commonly recognized marketing materials are those related to the

entertainment, retail and restaurant industry.

The study authors also identified the demographic profile of users that

often respond to mobile ads, with participants coming from the 35 to 64

years old age group as the most interested.

Importance of Relevance

A major factor that compels people to respond to ads is relevance. More than 40%

of participant surveyed reported they responded to the ads because it was

appealing to their interests or buying research.

Participants engage with the ads, as they perceive them to be of help in

supporting free content. The researchers identified coupons and promotions,

brand size, and location as the two most influential relevancy factors. Fifty one

percent reported they wanted ads to be locally relevant.

Consumers’ Buying Decision

Mobile users go beyond clicking on ads; forty-one percent go to the referred

website, 38% engage in searching for more information, 21% went to the actual

store location, and 18% contacted the business.

Twenty percent are more likely to buy after clicking on ads and over 70% are

willing to make the purchase within the day. Most survey participants reported

location proximity as a major factor in their buying decision.

As mobile use becomes stronger, businesses are turning to mobile

advertising to reinforce digital marketing campaigns. In launching such

strategies, it is important to consider relevance, location, and target market

research to ensure success.

RESOURCES:

http://hatmedia.com.au

http://mashable.com/2013/11/28/mobile-device-metrics/

http://www.entrepreneur.com/article/242944