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One minute of consumers' time on mobile worth £7

Mobile consumers believe that engaging with one minute of advertising on mobile devices is equivalent to £6.80 per consumer for advertisers, a new report has found.

The international study of 4000 people, conducted by Opinium Research and commissioned by Millennial Media, polled consumers across four countries to explore the value exchange consumers have with advertisers in return for letting them into their mobile devices.

What's My Worth 2015 found that 79 per cent of consumers understand that ads keep content and apps free, with only three per cent paying for ads to not appear on their mobile devices.

Almost three quarters (72 per cent) said they expected ads on mobile devices to keep content free.

The results also revealed that consumers are more than twice as likely to remember a product or message on a mobile device than desktop (22 per cent versus 10 percent respectively), while over a third of consumers that engaged with a mobile ad in the last 12 months on their smartphone (35 per cent) and tablet (38 percent) have consequently been prompted to specific actions. These include:

  • More likely to consider a product or a brand that they would not have otherwise have thought about (18 per cent), with other actions including save a page (13 per cent) and to add a product to a wish/shopping list (10 percent).
  • Interestingly for brand marketers, the second most popular action for consumers that had clicked on a mobile ad was to then make a purchase (14 per cent).
  • Of all those who made a purchase as a result of clicking a mobile ad, four in 10 (43 per cent) said they made their purchase in a bricks and mortar store, while eight in 10 (82 per cent) made it online.

“Mobile is a vital component of the digital marketing landscape,” commented Stephen Jenkins, vice presient of global marketing and communications for Millennial Media.

“As consumers increasingly expect to engage with brands on their mobile, we commissioned this research with a view to better understanding the end consumer’s perception of the brand messages they receive. What is the value exchange that they have with advertisers in return for letting them into their most personal environment?”

In addition, the study found that of audiences that click on mobile ads, 43 per cent said they would be more likely to pay attention to other adverts from the same brand in future and nearly half (48 per cent) of all consumers would be more likely to click on a mobile advert if it was targeted to their interests.

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