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Consumers Want More Relevant Mobile Ads

Consumers are not averse to mobile advertising initiatives, but they remain wary of the scarcity of relevant ads on handsets, according to a new research study issued by media agency Starcom USA.

After analyzing light users and heavy users of mobile data in the Chicago, Houston, New York and San Francisco areas, Starcom reports wireless subscribers demand more personalized content in mobile ads, and are willing to release private information about themselves in exchange for more relevant marketing.

In addition, Starcom reports that consumers are seeking expanded mobile commerce alternatives -- 5 percent of respondents listed shopping and 10 percent of respondents cited banking as desired mobile content services.

Ninety percent of Starcom respondents were pleased with their current mobile service, with a majority describing their phone as "indispensable;" they ranked mobile web access as the mobile feature they would most miss, above voice communication, texting and email.

"Mobile's capabilities are changing consumer expectations and therefore will have broader implications on how marketers approach all forms of communication moving forward," said Starcom vice president/activation director Angela Steele in a prepared statement. "These insights blow the doors wide open for new meaningful content, formats and opportunities for ad placement in campaigns."

The accessibility and portability of the mobile internet make the stationery computer seem dated, slow and inconvenient, and mobile is often the preferred form of nonverbal communication. In fact, 90% of study respondents were pleased with their mobile service and a majority described their phone as “indispensable.”

And consumers in the study ranked mobile internet as the number one mobile feature they would miss (18%), above voice communication (17%), text (16%) and email (13%). The study showed that their affinity for mobile versions of the activities was generating new media behaviors, and cutting into old ones.

As a result, downtime is no longer media downtime (i.e. sneaking content at work, walking the dog). Mobile has essentially created a new 24/7 daypart allowing marketers to reach them where and when it was once impossible to do so. [FierceMobileContent/FierceWireless]

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