PricewaterhouseCoopers released the latest installment of
its Consumer Intelligence Series, which looks at consumer desires and concerns
about mobile marketing. In it we learn
that data usage on smartphones continues to outpace voice usage, but consumers
are very focused in what they consume.
Out of 1,003 respondents ages 18 and over, we see that
mobile plays a very important role in consumers lives as indicated in the below
diagram. What’s interesting however is for respondents of all age
groups, accidental and unwanted clicks are the most common occurrence. The least common was a consumer deliberately
clicking an ad on purpose and then interacting with the brand:
As you can see, in every age bracket, less than 10%
interacted with a brand’s ad on purpose.
PwC noted in the study that advertisers must develop a mobile-first
strategy that delivers content and memorable experiences. What does this mean for advertisers? It means that banner ads are not the
answer. While consumers will see your ad
(and most likely accidentally click on it) it will go no further than that. It’s important for advertisers to have these “accidental”
chances, but make sure that they have enriching content that consumers opt into
viewing and engaging with.
Sources: PwC, Consumer Intelligence Series; Adage, "Here's How You Can Get People to Want to Click on Your Mobile Ads"
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