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Greater Consumers Interested in Mobile Content, Ads

A new study issued by the Online Publishers Association (OPA) in conjunction with TNS Media and Entertainment reports a growing consumer interest in mobile web usage and advertising, with major brands playing a significant role in driving activity.

Based on 6,000 consumer interviews conducted across the U.S., the U.K., France, Italy, Spain and Germany, the OPA study reports that 76 percent of all consumers in the U.S. and Western Europe have mobile web access, and 32 percent use of it -- Britain leads in overall consumer usage at 54 percent, followed by the U.S. and Italy, tied at 41 percent each. Among users currently without mobile web access, 41 percent of participants expect that to change with their next mobile device.

"From health info to local news, consumers are devouring a broad range of content on their mobile devices," said Online Publishers Association president Pam Horan in a prepared statement. "[We] also found that the passion for mobile content is particularly high among consumers of some key content types, including weather, sports, news and stock quotes.

Additionally, it's revealing to see that PC Internet brands are transferring their equity to the mobile web. Many consumers frequent the same sites on their mobile web that they visit on their PC."

According to the OPA, a third of international mobile Web users say they will watch advertisements in exchange for free mobile content, and close to one in 10 consumers have already made purchases inspired by mobile advertising. Ads also spurred 23 percent of participants to seek out advertiser websites, 13 percent to seek more information on a product or service, and 11 percent to visit a retailer to see a product up-close.

While according to Going Mobile, 76% of all consumers in the U.S. and Western Europe have access to the Web on their mobile device, and one third (32%) use it. Among those with mobile access, the U.K. leads in usage (54%), followed by the U.S. and Italy, both at 41%. Eighteen percent internationally expect to spend more time in 2007 on the mobile Web -- the U.S. leads the way with 25%, followed by Italy (22%) and the U.K. (20%). Additionally, 41% of those without mobile Web access expect to have it on their next mobile device.

On the other hand, an impressive one-third (34%) of mobile Web users internationally say they will watch advertisements in exchange for free mobile content. The appreciation of ads runs highest in Europe, with 37% willing to watch ads.

These ads are driving significant numbers of consumers to take specific actions internationally, both online and offline. Nearly one-in-ten consumers actually made a purchase based on a mobile Web ad. Other common actions include: checking out a website (23%); requesting more information about a product or service (13%); and, going to a store to check out a product (11%).

For more on this OPA study, read this Release

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