Mobile Advertising is Kicking AssWritten by Michael Levanduski
July 18, 2012 # 5:25 pm # Industry News, Specials # 4 Comments
You’re probably aware of how important mobile platforms have become, not only for advertisers and marketing, but for businesses and communication as well. Everywhere you look, someone is on a smartphone or tablet having a conversation, playing a game, or even just finding a place to grab a quick meal. They’ve made the internet available from just about anywhere on the globe and they’ve increased the amount of overall internet use. Well, now the Interactive Advertising Bureau (IAB) has released statistics that show that a total of 69% of mobile users don’t ever leave their homes without their mobile devices. This means that the majority of people have made mobile devices an essential in their daily lives.
What’s more important is how these constant mobile users are interacting with the mobile ads that advertisers are spending a lot of money on these days. IAB writes in their post, “There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week.” As for smartphone users, “One in four (25%) smartphone users also said that they interact with ads at that same frequency.” Finally, the most stunning and exciting statistic that IAB gives is, “Once these mobile device users engage with an ad, they are extremely likely to take action (80% smartphone users, 89% tablet users).”
Mobile users seem to be more engaged with what they are doing on their devices, being that the information is directly in their hands. They show higher interest in mobile ads than they might in desktop advertising, mainly because mobile ads are often more interactive and they often stand out more. Now, for those with both a smartphone and a tablet there are, “60 percent preferring a smartphone to “look up info on-the-go,” in contrast to 22 percent who would choose a tablet for that activity.”
Another bit of interesting information that the IAB has commented upon is the time of day that mobile users are active on their devices. They state that 20% of users access social media apps upon first waking up in the morning, 28% use their devices around midday “free time” areas, and the primetime for mobile use is during the evening hours, when work and school are done for the day. These statistics may be of no surprise, but they may be helpful in the future, for gathering the patterns of mobile use.
It’s quite obvious that smartphones and tablets have transformed consumer behavior in the digital marketing universe, opening up exciting new opportunities for advertisers. Now that we know that people almost rely on mobile devices for daily life, it’s even more prudent to take advantage of mobile advertising. With the way things are going, I can only imagine what sorts of advertising methods are going to start being developed for mobile platforms. Since mobile is relatively young in the grand scheme, it will be reliable for marketing for a long while, making it more valuable than some may think.
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