77% of mobile surfers use advertising to make purchasing decisions
Over three quarters (77 per cent) of mobile users claim that advertising helps them to make purchasing decisions, with a quarter stating that advertising is informative, according to a study by BuzzCity.
The quarterly report on mobile advertising surveyed 5,100 respondents across 25 countries to find that 60 per cent have positive views on advertising.
“The mixed feelings mobile users have towards advertising indicates their high expectations as connected consumers” said BuzzCity founder and chief executive KF Lai.
“If there is a threat to mobile advertising it will be advertisers’ indifference to the consumers’ wants. Advertisers can no longer afford to work digital channels as independent media but as an integrated digital approach across devices.”
The findings reveal that consumers have high expectations of advertising and feel that they see the same ad too often (35 per cent), with 34 per cent stating that there are too many ads in general.
A fifth (22 per cent) also said that the ads they saw on mobile were not relevant to them.
Research from the IAB found that mobile revenues in the first half of 2014 have increased 76 per cent to $5.3bn.