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Blis insights: the influence of location on mobile advertisingKey insights into how location influences how, where and when consumersengage with mobile advertising
Understanding the role of location in how consumers interact and respond to advertising is becoming a critical component for every brand looking to execute successful mobile campaigns.
And although smartphones have rapidly become ubiquitous, our device usage hasn’t simply shifted from one device to another. Rather, consumers are using multiple devices to interact with brands in different ways depending on the kind of content being consumed, the services they are using, and the context of their location.
This report draws on the responses of 500 UK consumers aged 18-65 who were asked a number of questions regarding their device ownership and usage, their engagement with mobile advertising, and the influence their location plays in how, where and when they engage. The data was collected in July 2015 by Lightspeed Europe. The analysis was carried out by Mobile Squared and Blis.
18-24 year-olds are the most connected demographic, being the most likely to own a smartphone, laptop, games console and smart watch. But even the over-55s are tech savvy, with 21% of them owning smart TVs or games consoles
The connected generations
Smartwatch3.4%
Featurephone8.2%
Smartphone82.6%
Tablet53.2%
Laptop79.8%
Smart TV27.4%
Desktop PC40.8%
Game console43%
Number of connected devices per household, by demographic
Source: Blismedia consumer research, UK consumers aged 18-64.Question: How many devices per household? n=500.
Device ownership ranked by importance to users
Smartphone viewed as
most important device
Whilst the number of people owning other connected devices was reasonably high, when asked which was their most important screen people overwhelmingly chose their smartphone.
18-2425-3435-4445-5455-64
Most important screen,by demographic
Location and connection have the biggest influence on time spent on devicesSnacking and Brunch sessions dominate out-of-home mobile sessions. Shopping is the location where people are most likely to use their mobile device (smartphone) over a wifi connection for no longer than 5 minutes. Out of the home, it is the airport where people are most likely to Dine on their mobile devices.
Smartphones dominate browsing timeDespite smartphones being the device we take with us everywhere, we spend more time browsing the web via
our phones at home than anywhere else – with 49% of users spending more than 20 minutes per session
Source: Blismedia consumer research, UK consumers aged 18-64.Question: When you are at the following locations, as outlined in the previous question, please identify whichdevice/s you use and for how long (on average)? n=347
Over 50% of people who clicked said thatlocation relevance influenced their decision
38% of tablet users, 34% of smartphone users, and 34% oflaptop users said they have engaged with mobile advertising
of tablet users willclick on a mobile ad
of these users saidlocation-derived contextual information influenced their decision to click on the ad
82.6%
60%
34%
50%
33.6%
49%of these users said
location-derived contextual information influenced their decision to click on the ad
of these users saidlocation-derived contextual information influenced their decision to click on the ad
of smartphone users will
click on a mobile ad
of laptop users willclick on a mobile ad
Brand engagement starts at home: most ad engagement happens whilst browsing at home on a
Wifi connection
Source: Blismedia consumer research, UK consumers aged 18-64. Question: Have you ever clicked on a mobile ad? n=500.
Across smartphones, tablets and laptops, on average 58% of all transactions originating from a mobile ad involve at least one other device in order to complete the purchase process
39% of UK consumers said location had a positiveimpact on the likelihood of clicking on an ad
Conclusion
