Consumers Are More Receptive To Mobile Ads, Study Shows Mobile Ad Engagement Increasing by @mattsouthern
A new report from the 3rd Annual U.S. Mobile Path-to-Purchase Study was released by xAd and Telmetrics which shows today’s mobile shoppers are increasingly receptive to relevant ads.
According to the report, nearly 50 percent of mobile shoppers say mobile ads are informative/helpful, up 113 percent from 22 percent in 2013.
In addition, 40 percent of those surveyed report clicking on ads and nearly half of those take secondary actions such as viewing the referring website and searching for additional product information.
Key Takeaways For Internet Marketers
Among the study were several key takeaways for internet marketers. The first is that relevance is a major factor when it comes to influencing ad engagement.
More than 40 percent of mobile users say they clicked on a mobile ad because it was relevant to their interests or purchase research. Coupons and location were cited as two of the greatest relevancy factors.
The report indicates that consumers are becoming more receptive to ads because they understand the ads help to support free content.
When it comes to purchase intent, half of those who click mobile ads want to purchase within the hour, and 70 percent go on to actually make the purchase.
It’s also interesting to note that the report shows people who engage with mobile ads would prefer the ad to include a phone number. According to the data, 57 percent of those who clicked on mobile ads prefer ads that provide a direct phone number for the business.
For more key pieces of data from this study, please see the infographic below.