MediaPost Research Briefs
Mobile Users Are Ad Clickers
by Jack Loechner, 7 hours ago



According to the Mojiva Mobile Audience Guide, 60% of mobile users click on mobile ads at least one a week. When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad, but only 22% said they would make a purchase, and only 40% would download a coupon.
Tony Nethercutt, General Manager of Mojiva, notes that "... mobile marketing performs well when it lines up the services and products that affect people on an everyday basis ... mobile advertising is part of the conversation for major national brand advertising..."
Some additional findings from Mojiva and InsightExpress in the Mojiva Mobile Audience Guide include:

•Over 84% of users deemed ‘normal banner ads,' ‘video ads,' ‘ads that let me interact with them,' or ‘animated banner ads' as the forms of marketing they would likely pay attention to.
•Text ads perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
•Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.
With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets. This month's research shows that marketers need to focus on engaging creative executions that encourage user interaction.
Joy Liuzzo, Senior Director from InsightExpress says "... InsightExpress research continues to demonstrate that mobile consumers are evolving, with new behaviors, attitudes, and demographic segments emerging almost monthly..."
There are opportunities to advertise with mobile ads, says the report, as respondents are frequently clicking on mobile ads. Graphic ads as a whole appear to be successful in grabbing attention. Content and type of ad will impact overall reach:
•More than half indicated they would "play a game", "download a mobile application" or "browse a website" after seeing an ad on their mobile phones.
•Fewer than ¼ of respondents would "purchase a product" after viewing an ad on their mobile phones.

Which Of The Following Would You Do As A Result Of Seeing A Mobile Ad On Your Phone?
Action After Mobile Ad % of Respondents
Play a game 63%
Download a mobile application 52
Browse a website 51
Watch a video 49
Listen to music 49
Redeem or download a coupon 40
Request more information 38
Tap-to-call 17
Purchase a product 22
None of these 13
Source: Mojiva Mobile Audience Guide, May 2011

For the most part, graphic ads as a whole were successful in capturing the attention of respondents:
•Over 20% of respondents said that normal banner ads, video ads and ads that let me interact with them are most likely to be paid attention to
•Respondents were least likely to pay attention to expanding screen take-over ads, which may be too aggressive.
Which ONE Of The Following Types Of Mobile Ads Are You Most Likely To Pay Attention To?
Type of Ad % Likely to Pay Attention
Normal banner ads 22%
Video ads 22
Ads that let me interact with them 21
Animated banner ads 19
Text ads 13
Expanding screen take-over ads 2
Source: Mojiva Mobile Audience Guide, May 2011

Ads pertaining to retail stores, weather, restaurants or bars and sports are most likely to be clicked on by someone using their mobile phone:
•Respondents tended to gravitate more towards mobile ads that focus on providing information pertaining to everyday life, rather than more specific and direct ads.
From Which Of The Following Types Of Companies, Would You Be Most Likely To Click On A Mobile Ad?
Ad From % of Respondents
Retail stores 18%
Weather 15
Restaurants or bars 13
Sports 12
Music groups 11
Food or drink products 11
Radio stations 6
Social / dating 6
Magazines 3
Airlines 2
Traffic 2
Banks or other financial institutions 2
Source: Mojiva Mobile Audience Guide, May 2011

60% of respondents click on a mobile ad for more information at least once a week. Of those, 19% click on a mobile ad for more information several times a day.
How Often Do You Click On A Mobile Ad To Get More Information About A Product / Service You Saw On Your Phone?
Click Frequency % of Respondents
Several times a day 19%
Around once a day 15
Several times a week 14
Around once a week 12
Several times a month 8
Around oncea month 6
Less than once a month 10
Never 16
Source: Mojiva Mobile Audience Guide, May 2011

Study Demographics
Category % of Respondents
Age Group
Under 18.5%
18-25 16
26-35 35
36-45 24
46-55 13
Over 55 7
Education
Some high school 10%
Graduate high school 33
Vocational / Technical school 11
Some college 29
Graduated college 12
Some post-graduate work 2
Completed graduate degree or higher 3
Annual HH Income
Under $20,000 30%
$20,000-$29,999 15
$30,000-$39,999 15
$40,000-$49,999 5
$50,000-$74,999 8
$75,000-$99,999 7
$100,000-$149,999 1
$150,000 or higher 0
Prefer not to answer 19
Source: Mojiva Mobile Audience Guide, May 2011