Where Do Mobile Ads Work Best? On the iPhone!
The latest Mobile Advertising Report from market research agency GfK found that users of Apple's iPhone were more likely to recall and respond to ads than other mobile phone users. The reason for their higher response rates? Probably exposure. Although the report didn't come to this conclusion itself, it's somewhat apparent based on their findings. For example, iPhone owners are twice as likely to see mobile web ads and four times as likely to see an ad while playing a game on their phone or while using a location-based service.
The report, a joint effort between GfK and mobile social network Limbo, surveyed 1000 users in the U.S. and 1000 in the U.K. The goal was to learn how iPhone users respond to mobile advertising when compared with users of other mobile phones. The results are not entirely shocking, given the prolific use of the mobile web and applications by iPhone owners.
The main conclusion the report draws is that advertisers can reach iPhone users with mobile campaigns more easily than with other platforms.
Some other interesting findings from the study include the following (see below).
Seeing Ads
- One in ten mobile phone users in the U.S. used a location-based service such as a map, friend or restaurant finder in Q4, 2008. The 25 - 34 age group saw the highest levels of interest in this type of offering, with 22 percent penetration.
- One in seven mobile phone users visit a mobile Web site, the second most popular response; this rises to one in five for iPhone users
Recalling Ads
- iPhone users are four times as likely to recall LBS (location-based service) ads as non-iPhone users.
- 33 percent of mobile consumers recall seeing mobile advertisements this quarter, compared to 41 percent of iPhone users.
- One in three consumers that recall seeing a mobile ad responded in some way; this rises to one in two for iPhone users
- While men and women are equally likely to recall mobile advertising, women are 85 percent more likely to respond to ads than men
Responding to Ads
- Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users
- One in seven consumers reported buying a product or visiting a store as a result of seeing a mobile advertisement; for iPhone users, more than one in four bought something as a result of seeing an ad
Exposure or Conditioning?
For the most part, this report comes to the sorts of conclusions we already knew - although we didn't have the numbers to back up our gut feelings. iPhone owners are going to see more ads because the use their phone to do more stuff. They surf the web, launch applications, play games, check their email, text their friends, and more. With the amount of time they spend engaged with their device, as opposed to someone who has a Razr for example, it's only natural to think that they will come across more ads.
What is interesting about these findings, though, is the recall rate for these ads when comparing iPhone users with others. Although it would have been a much more interesting survey had they compared iPhone owners just to those who owned other smartphones, it's still interesting to see how engaged they are with the mobile advertising they are subjected to . Among those that remember seeing an ad, half of iPhone users responded compared to one out of three mobile phone users. Why is that?
Could it be that the ads presented on the iPhone are simply more interesting and relevant than those displayed on other mobile devices? If we're talking about in-game and in-app ads only, that's entirely possible - especially if the ad is for another application! Or could it be that iPhone owners are, as mocoNews puts it, "a self-selected group that responds to marketing hype?" Yikes.
If we had to bet, we would imagine that it simply comes down to a numbers game. iPhone users use their phones more, see more ads, so therefore they will both recall and respond to more ads than anyone else.
Share
Facebook
Comments
Subscribe to comments for this post OR Subscribe to comments for all ReadWriteWeb posts
I agree! iPhone is the best tool for serving mobile advertisements.
This is actually another reason to buy a iPhone. Maybe I should get one soon?
Personally I completely ignore in-game/in-app ads on my iPhone. I haven't come across any LBS ads, but then the only LBS I use is the default gmaps app.
It's interesting that you guys mentioned the Razr, because that's what I had before my iPhone, and yes, I probably use my iPhone 1000x more than I used my Razr, and for a lot more things. I don't think I ever saw an ad on my Razr, but it was so terrible to use for anything other than phone calls and text messages (standard dumbphone things) that that was really all I ever used it for. Checking email on it was akin to using AOL on a 14.4 modem, just with a much, much smaller screen.
thanks.
*sigh* - people and their iPhone addiction
Yes, this platform is great for ad serving.
--------
Free iPhone Webapps
http://www.webappgalaxy.com
I think iphone is a very good meeting
thanks for the article.This is actually another reason to buy a iPhone...
World Market Limited On 48 Years Company Promo Anniversary Now Selling The Below Phones At Cheap Price Email: worldmarketsltd@aol.com
Email: worldmarketsltd@aol.com
Nokia 8800 Gold Sirocco....$400
Nokia 8800 Arte............$350
Nokia N95 8GB........... $200
Nokia E90 ................$250
Nokia N97.................$350
Nokia N96 16GB.............$300
Nokia N97.................$350
Apple i-Phones 3G.........$120
Apple i-Phones 3G 16GB....$250
Apple i-Phones 3G 8GB......$200
Apple i-Phones 4GB.........$150
Motorola Z8................$150
Motorola W510..............$160
Motorola Q 9h..............$200
Motorola MPx300............$400
Sony Ericsson XPERIA X1....$250
Samsung SGH F700...........$200
Samsung D780...............$150
Sony Ericsson P1...........$200
HTC Touch Diamond..........$290
HTC Tytn II................$270
iMate Ultimate 9150........$280
Blackberry Bold 9000.......$300
Blackberry Storm...........$260
Playstation 3 80GB.........$200
ETEN X800 Glofiish.........$270
Sidekick LX................$150
Apple Macbook Laptop......$500
Notebook/Computer Laptops...$400
Canon EOS 5D Cameras.........$700
Panasonic TH-58PH10 Plasma TV..$900
With So Many More Model For Low Price Too
Contact Us Or See News Peper For More Informations
Email: worldmarketsltd@aol.com
Email: worldmarketsltd@aol.com
Best Offer:
We sell kinds of mobile phone and electronics and we sell game and we sell dj instrumental ok.
World Market Limited On 48 Years Company Promo Anniversary Now Selling The Below Phones At Cheap Price
we are on ester promo if you buy 1 get 1 for free ok.
Email: bestmobile01@live.com
Nokia 8800 Gold Sirocco....$400
Nokia 8800 Arte............$350
Nokia N95 8GB........... $200
Nokia E90 ................$250
Nokia N97.................$350
Nokia N96 16GB.............$300
Nokia N97.................$350
Apple i-Phones 3G.........$120
Apple i-Phones 3G 16GB....$250
Apple i-Phones 3G 8GB......$200
Apple i-Phones 4GB.........$150
Motorola Z8................$150
Motorola W510..............$160
Motorola Q 9h..............$200
Motorola MPx300............$400
Sony Ericsson XPERIA X1....$250
Samsung SGH F700...........$200
Samsung D780...............$150
Sony Ericsson P1...........$200
HTC Touch Diamond..........$290
HTC Tytn II................$270
iMate Ultimate 9150........$280
Blackberry Bold 9000.......$300
Blackberry Storm...........$260
Playstation 3 80GB.........$200
ETEN X800 Glofiish.........$270
Sidekick LX................$150
Apple Macbook Laptop......$500
Notebook/Computer Laptops...$400
Canon EOS 5D Cameras.........$700
Panasonic TH-58PH10 Plasma TV..$900
With So Many More Model For Low Price Too
Contact Us Or See News Peper For More Informations
we are on ester promo if you buy 1 get 1 for free ok.
Email: bestmobile01@live.com
Email: bestmobile01@live.com
Really nice article.
Adding to the above points I have presented my viewpoint on Mobile advertising here.
http://mytestingideas.blogspot.com/2009/04/conquering-world-of-mobile.html
thankssss
yazdık
THese guys are violators of the state and federal do not call laws. They call people from 978 414-4149, let the phone ring once and then hang up, expecting people to call them back for a sales pitch. If this doesn't violate the letter of the do not call list laws, it certainly violates the spirit and is a deceptive practice.