Smartphone and tablet ads are becoming increasingly commonplace and device users are getting used to seeing them.
Although mobile marketing still has a long way to go before it has reached the point where it is truly understood for the best techniques and methods that should be used to reach consumers, device users are expressing an increased tolerance level for this advertising channel.
The newly released results of a research study are showing that many consumers equate it with other channels.
The latest research released by InMobi is showing that about 6 out of every 10 consumers say that they feel just as “comfortable” with mobile marketing as they do with ads that they see in other mediums such as the regular web, television, print, and so on. This could represent important progress made by the channel and could help to assuage some of the concerns that have been raised.
Mobile marketing results have been suspected to be inaccurate due to accidental clicks.
Many mobile marketing experts have wondered about the accuracy of their data due to an issue that has been dubbed “fat finger”. This suggests that many of the clicks on these ads occur accidentally, as fingers miss the target on touch screens. However, the InMobi survey showed that only 15 percent of the respondents who use the web over their smartphones and tablets had unintentionally clicked on these ads.
Moreover, it also made a surprising discovery about the influence that mobile marketing is having on consumer behavior. According to the survey, 46 percent of the respondents had made a purchase on their smartphones or tablets after having seen an ad on the device.
According to the CEO of InMobi, Naveen Tewari, “Mobile devices now permeate every aspect of modern life.” Tewari went on to explain that for many of the respondents, the devices are simply always on and available to them. Among the findings were the following behaviors during which mobile marketing can reach consumers:
• 48 percent surfed the mobile web during time that they were spending with their families.
• 45 percent performed this activity while at a social event.
• 60 percent were surfing during their daily commute.
• 43 percent said that they did so while they were shopping.
This understanding can present very meaningful opportunities for mobile marketing companies, particularly as these devices are now representing 26 percent of an adult’s daily total media time and that portion is growing.
