UK consumers are willing to engage with mobile advertising as long as it proves an engaging experience, according to a new report.
Mobile ad network Mojiva has released the results of the Mobile Audience Guide (MAG) EMEA with insight for advertisers into the mobile phone usage and mobile advertising habits of mobile users.
The three-month study revealed that UK consumers are turning increasingly to mobile devices as an essential way of accessing online services.
With almost 60% of respondents now spending well over half their time “online” on mobile devices there is a growing interest in mobile advertising, with 58% clicking on an ad at least once a week.
Those ads most likely to be successful were the ones encouraging interactivity (30%), animated banner ads were also popular (20%) followed by video ads (18%). Those least likely to stimulate interest were the expanding screen take-over type with only 2% in favour of this style.
And it seems as though music acts as a stimulus with 32% of people most likely to click through to an ad from a music group, followed by 13% from social/dating companies and 12% from sport. Less popular groups include traffic (1%) and restaurants and bars (2%).
When questioned about what mobile advertising prompted them to do, 48% said they would browse a website, 45% download a mobile application and 40% listen to music, with 33% requesting more information and 31% purchasing a product.
“The Mojiva MAG findings show that there is a growing acceptance of advertising in mobile by users, but it highlights the need for advertisers to make sure they are creating a rich and interactive experience for the consumer if they are to be successful,” said Amy Vale, Head of Marketing for Mojiva. “When advertisers do so, mobile users are seeking more information and developing a loyalty towards that brand as a result.” she concluded.
To download the full report, click here.