Last week in Sunday Statistics, I talked about mobile marketing in relation to mobile banking and as a “mobile wallet,” where individuals could pay for their items with their cell phones. This week, we’ll shift to a more specific target on mobile advertising- response rate to mobile ads.
(Image by James Cridland)
According to a March 2008 Nielsen Company study, Nielsen’s Mobile Advertising Report, 58 million mobile phone users have been exposed to advertising on their phones in the past 30 days. That’s 23% of all United States mobile subscribers. Over half, or 28 million of these subscribers have responded to the mobile ad they were exposed to.
It’s important for me to point out that the advertising referred to in this study is all legitimate mobile advertising, not unsolicted, or spam, like I talked about in a prior post, Why I may hate SMS Marketing.
- The number of mobile ads in 2008 increased 38% from 2007, growing from 42 million to 58 million subscribers receiving ads on their cell phones.
- 46% of Teenagers aged 13-17 recalled seeing mobile ads, compared to 29% of all mobile phone users.
Mobile Ad Acceptance
- 51% of those who received mobile ads responded.
- 26% responded by sending an SMS text-message
- 9% responded by using “click-to-call”
- 32% of mobile phone users would be open to mobile advertising if it would lower their monthly cell phone bill.
- 14% say they care currently open to mobile advertising so long as the ads are relevant to their interests.
- 23% say they expect to see more mobile ads in the future.
- Only 10% of mobile phone users said mobile ads are acceptable, although an increasing number of individuals seem to be understanding the value proposition that will soon be associated with mobile advertising.
This report reveals that mobile advertising is becoming more and more acceptable, especially if the advertising is relevant to the recipient, or if the recipient is receiving something in exchange, for example, a discount on their monthly phone bill.
Marketers should begin to think of ways to offer something of value to mobile users in exchange for the permission to send them mobile ads. Get creative. Offer them a sell phone powered by points. Shop at your grocery store and earn points for every dollar spent, giving them minutes in exchange for the points, etc. Think of some way to engage your audience!
For more information on the study, visit the Nielsen study here.
Request for Suggestions!
I’ve been sifting through a lot of statistics lately, trying to find the research I find most interesting to share with you. However, I’d like to know what you want! Please let me know in the comments section if you have any statistics you would like to know!