What Do Consumers Say About Mobile Marketing?

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Craig Smith  |  Founder & CEO

They want relevant mobile ads, but loathe the idea of marketers taking steps to give them those ads — ie. scanning keywords within personal texts and emails. After all, from a user perspective, mining such data does seem like a pretty steep invasion of privacy.

To shed some more light on what mobile consumers think of current advertising and marketing strategies, PricewaterhouseCoopers (PwC) conducted a helpful study (infographic below). The results garnered helpful insights into everything from mobile users’ demographics and general concerns to usage rates and reliability.

Luckily for us, the Big 4 accounting firm took a step into mobile advertising and unearthed some data that could be helpful as you layout your next mobile marketing campaign. Here are some standout points to consider.

  • Of the 1,003 individuals surveyed (40% male, 60% female), 30% of respondents said they are most concerned with mobile marketers invading their personal space, while 24% say they’re strongly opposed to the inability to turn ads off.
  • So what makes an ad relevant, or even bearable? The short answer: valuable rewards. In fact, 27% of respondents agreed that mobile coupons are their preferred method of mobile advertising.
  • Interestingly though, only 40% of users said “Freebies and rewards” are the most important ad element, while a whopping 57% said the ad’s “Size and duration” is most significant. Perhaps this is another statement on privacy — the smaller the ad, the less invasive.
  • Last but not least, nearly half of all respondents (49%) say they’ve only ever clicked on mobile ads by accident.

The PwC Infographic

To read the original article on Mobile Marketing Watch go here.

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