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BBC Mobile Advertising

Mobile advertising more than twice as effective as desktop, BBC World News study shows

By Angela Haggerty, Reporter

February 20, 2014 | 3 min read

Mobile advertising is twice as effective as desktop among the general population and up to four times more effective when targeted towards affluent consumers, a global study from BBC World News has claimed.

The study also found that more affluent consumers around the globe were more connected to the internet via mobile than less affluent users, with 39 per cent accessing the internet via mobile devices at least once and hour – 18 per cent higher than the general population.

In addition, more than half (51 per cent) of affluence consumers use their mobile phone for business, compared to 40 per cent of the population. A third of affluent consumers agreed that brands need to be on mobile if they wish to be considered modern and dynamic – 15 per cent more than the general population.

Furthermore, high income earners were found to be marginally more positive towards advertising on mobile (19 per cent) ahead of desktop (18 per cent). For sites where content is free, 41 per cent said they would be happy to see ads on mobile websites.

Jim Egan, CEO of BBC Global News Ltd, said: “The rapidly growing importance of mobile to our global audiences is one of the big themes for our industry and we are constantly working to create the best mobile browsing experience, be that with the introduction of our international BBC News and Sports apps, or on-going responsive design innovations.

“This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles. This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.”

The report also showed that affluent customers were 18 per cent more likely to share their location to get relevant services than the general population and were more likely to prefer mobile devices to desktop for viewing news-related content.

The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US, and compared the habits of affluent consumers - the highest 20 per cent income earners in each country - to those of the general population.

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