Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Mobile Ads Lead 1 in 4 Smartphone Content Buyers to PurchaseIn-StoreAugust 23,2012Roughly 1 in 4 smartphone users have purchased applications ormobile web content over their devices (‖content buyers‖), accordingto [pdf] a joint survey by the Online Publishers Association (OPA) andFrank N. Magid Associates. 79% of those content buyers took someaction after seeing a smartphone ad, with 24% saying they made apurchase at a store as a result.The 79% of content buyers responding to an ad represents abouttwice the proportion of smartphone ―content consumers‖ (the generalsmartphone user sample) who have done so in the past 6 months(39%). In each of 11 possible actions identified in response to amobile ad, content buyers outpace content consumers by at least100%, including: clicking through on an ad (31% vs. 15%); using aspecial offer or coupon (30% vs. 12%); making a purchase on a PC(27% vs. 12%); making a purchase at a store (24% vs. 12%);researching a brand on a search engine (24% vs. 12%); going to abrand website (24% vs. 11%); going to a brand Facebook page (24%209