Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Distrust, Irrelevance Temper Mobile Ad EngagementAugust 6, 2012Among smartphone owners who havenever engaged with mobile ads, a lack of relevance is the top reasonwhy, according to [download page] a July 2012 survey fromHipcricket. 43% of this group said that the ads were not relevant totheir interests, while 39% said they did not appeal to them. Othercommon reasons for not engaging with a mobile ad include concernthat it was spam (31%) and uncertainty over the source (21%).Overall, 35% of the mobile owners surveyed said that they havenever engaged with a mobile ad.According to July 2012 survey results from Prosper Mobile Insights,roughly one-third of smartphone and tablet users said they would bemore likely to pay attention to an ad on their device if the ad‘s topicwas relevant to them, making this the leading reason among thoseidentified.Consumers Willing but Not AbleData from Hipcricket‘s ―2012 Mobile Advertising Survey‖ indicatesthat 58% of respondents describe themselves as ―more inclined‖ toengage with a mobile ad from their favorite brands, if the ads includean offer, deal or coupon. And they are relatively open to sharing theirpersonal information: some 44% would be willing to provide personalinformation via a mobile ad in return for a reward, coupon or deal.But, an overwhelming 74% report that their favorite brands are notadvertising to them on their mobile devices, which the researcherscall ―a significant missed opportunity.‖ And however eager they are230