A Dartmouth researcher's study sheds light on the mobile Web
and app users who don't click on ads. On a high level from the study,
here are the top seven reasons they steer clear of the ads on
smartphones and tablets (with some Adweek commentary thrown in).
1. The screen is too small, per 72 percent of survey
participants. Mobile marketers everywhere will want to bang their heads
against the wall over that one. And for tablet marketers, the researcher
believes most respondents were thinking of their smartphone usage more
so than their time on an iPad or Nexus 7.
2. People are just too busy for ads, according to 70
percent surveyed. You mean on-the-go consumers don't have time to kill?
No shocker here, either—outside maybe actually not being No. 1.
3. After tapping an ad and going to the landing page,
69 percent of respondents hate it that they cannot easily return to the
content they were reading or watching. This interfacing problem can
probably be successfully addressed by technologists, can't it?
...
Datta added, "The crucial differences in behavior show that ad
campaigns must be planned in a new way. What is critical is wide
audience coverage such as that available through demographic targeting
rather than narrower intender-based techniques."
And some good news for mobile from Dartmouth's findings. Smartphone and
tablet users are heavily immersed in what they are doing, so their
engagement is unusually high compared to computers.
Per Kopalle's research, 67 percent of consumers find mobile devices
more immersive than computers, while 63 percent find mobile content, in
particular, more immersive than computer content. So once again, it
likely stands to reason that superb ads can work with the mobile
consumer.
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