Mobile advertising research: UK ahead of US, but not mainstream yet
Posted by Admin @ June 28th, 2007 in Mobile Marketing
Mobile advertising is still truly in its infant years, and that is demonstrated by recent researches by the Harris Interactive group. Both
SearchEngineLand and AdWeek report, with regard to a Harris research, that usage of mobile phones for other things then calling is rather rare in the US. Because of this, they claim, the acceptance level of mobile advertising is very low: ‘When asked of the different forms of cellphone advertising, from text links tied to search results to a promo ad when turning on the phone, the overwhelming majority of respondents found them “not acceptable at all”.’
Another research by Harris Interactive, conducted in the UK, shows that mobile Internet is much more common on this side of the ocean. If we follow the same line of thought, this would mean that people in Europe would be more ready for mobile advertising than they are in the US. Young consumers are also found to be generally more receptive to mobile advertising than others. The most favored form of advertising was sponsored links following a mobile search.
From the researches combined we can conclude that in Europe, mobile advertising is on the verge of breaking through, following the increased use of the mobile device for other things than calling. It seems that the US is a little less receptive as of yet. Maybe the introduction of the iPhone this Friday might change that.
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