The best news is that more than 60% of mobile users click on ads at least once a week, the bad news is only 22% said they would make a purchase after clicking. So what did they want to do? The majority said they wanted to play a game. (Gamification of Mobile Marketing, anyone?)
As you can see, in addition to games, mobile apps, video and music are all popular options. I was surprised to see downloading a coupon ride so low on the list, but then mobile couponing is still a bit of a pain.
The study asked folks what kinds of ads they are most likely to pay attention to and it was pretty even across banner, video and interactive ads. Animated ads were less popular, text ads only got 13% of the vote and those expanding screen takeovers were left in the dust with only 2%. I imagine the annoyance factor keeps people from gravitating toward those ads. I know I avoid them whenever possible.
When asked what categories of ads people were most likely to click on, Retail Stores, Bars / Restaurants and Weather, were the top three picks. Weather? Of course, taken together, those top three can equal “local” which we know to be hot in the mobile world.
Finally, when asked how they use their phone most often, one-third said they use it for online purposes (web, app, email) more than offline, one-third voted for 50-50, while the other third more often used their phone to actually call and text people.
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