Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

vs. 10%); making a purchase on a mobile phone (23% vs. 8%); andmaking a purchase by phone call (19% vs. 7%).Content Buyers Are More Receptive To Mobile AdsContent buyers‘ increased responsiveness to smartphone ads is dueto a higher opinion they hold of them than content consumers. Forexample, 38% of content buyers see smartphone ads as the same asinternet ads, compared to 28% of content consumers. Content buyersare also more likely to describe smartphone ads as hard to ignore(42% vs. 26%), eye-catching (29% vs. 17%), relevant (26% vs. 15%),and unique and interesting (25% vs. 14%).Perhaps most importantly, 23% of content buyers report thatsmartphone ads motivate them to purchase products, compared to12% of content consumers, and one-quarter are more motivated toresearch products, compared to 14% of smartphone users.Video Top Purchase Category for Content BuyersThe OPA/Magid survey revealed that among 18 types of content,video is the most commonly purchased by content buyers (22%),followed by entertainment, books, and movies (each at 21%),weather (19%), TV shows (18%), news and sports (15%), andmagazine, business/professional and lifestyle content (each at 14%).The least popular content purchases are in the fashion/beauty (8%),broadcast-cable TV (9%), fitness/health (10%), and reference (10%)categories. This relative disregard for fitness/health content is despitea report from Millennial Media showing that the fitness/healthcategory upped its mobile ad spend by 111% year-over-year in Q1.App Purchases Preferred for Most CategoriesThe OPA study also finds that smartphone content buyers are moreapt to pay for apps than mobile web content in 9 of the 13 identifiedcategories. These include lifestyle (21% apps vs. 9% mobile webcontent) and business/professional (20% apps vs. 9% mobile webcontent).210