According to ABI Research, 27 percent of mobile phone users who accessed the mobile Web clicked on a mobile banner ad or text link in February, up from 21 percent in December 2008.
“This trend is a positive one for marketers and advertisers, and should give them greater confidence in their mobile efforts, knowing that well-targeted offerings can find traction among consumers,” said Neil Strother, practice director for mobile marketing strategies for ABI Research.
Strother added that the keys to improving responses is for mobile marketers to buy inventory on mobile sites that are most relevant to their audiences, and to use creative elements to meet the needs of target consumers.
The survey also found that 28 percent of mobile phone users accessed sites at least once a day from their devices in February, up from 16 percent in the survey conducted 14 months before. For smart-phone users, this number was 50 percent. Just 15 percent of non-smart-phone users accessed the mobile Web at least once a day.
ABI Research also found that nearly 40 percent of both men and consumers younger than 40 accessed the mobile Web daily with a mobile phone, while a little more than 20 percent of women did the same.
Consumers also appear to be warming up to receiving promotions like coupons and discounts on their mobile phones, as 45 percent of the 1,003 respondents said they would accept promotions if they were able to control the process, compared to 36 percent back in December 2008.
However, 76 percent of respondents said security was a major concern for transactions using their mobile phones, up from 71 percent in the prior survey.
ABI Research expects the compound annual growth rate (CAGR) for mobile marketing and advertising to surpass 40 percent in the next five years. Mobile ads’ relative affordability and ability to be highly targeted and joined with dynamic mobile content are the key factors.
An earlier survey conducted by JiWire found that 38 percent of respondents were more likely to engage with an ad that is relevant to their current location, while 16 percent were less likely and 46 percent said it would make no difference. Fifty-three percent said they would be willing to share their current location in exchange for more relevant advertising.
Sources:
http://www.fiercemobilecontent.com/press-releases/27-us-mobile-web-users-have-clicked-mobile-ads
http://www.ecommerce-guide.com/news/article.php/3884681
http://www.marketingcharts.com/direct/smartphone-owners-lead-daily-mobile-web-access-13041/
http://www.jiwire.com/downloads/pdf/JiWire_MobileAudienceInsightsReport_Q12010.pdf
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