Global mobile ad network InMobi’s latest study of consumer attitudes toward mobile advertising shows Australian smartphone users are the world’s most receptive to mobile ads.
If you find yourself distracted, irritated or dumbfounded by the advertisements you see on your smartphone, then here’s a newflash: you just might be in the minority. A new global survey released today by independent mobile ad network InMobi concludes that Australian mobile users are the most comfortable with mobile advertising of any country in the world.
A Global Perspective on Mobile Advertising, which surveyed over 20,000 mobile users across 14 countries, found that 75 per cent of Australian user participants were comfortable with the ads they see on their mobile devices (“very” rating 48%, with “somewhat” at 25%), which puts the nation a whole 12 percentage points higher than North American users, and six and seven per cent higher respectively than users in Asia and Europe.
So the question is: what accounts for our heightened degree of receptivity? Why are we so much more accepting of ads on our mobiles – especially when they’re still generally perceived (anecdotally at least) to be a hindrance or a distraction?
If there’s an app for everything, then why not an ad too? Smartphone ads aren’t going away, and InMobi’s new study reveals Australians users are as receptive as they come.
The answer appears to lie in the quality of the devices we’re using. Rampant smartphone adoption in Australia over the past few years has seen accelerated uptake of newer, better models – with larger screens and best-of-breed mobile functionality – which all helps to enable advertisers to serve up more engaging, creative and interactive ways to get your attention.
As James Lamberti, Vice President of Research an Marketing at InMobi, puts it: “Australians are highly accepting of mobile advertising likely due to the immersive and rich experiences available on the iPhone, and more recently Android, devices that prevail in this highly evolved market.”
Ad impression share in the period surveyed (July to December 2010) was led by the iPhone OS (with 41.6% share), followed by Symbian OS (18.8% but falling), then Android (10.3% and growing fast), Nokia OS (4.6%), BlackBerry (1.4%) and Windows Mobile on a slim 0.2%.
The iPhone OS’s 41.6% share of ad impressions in Australia is significantly greater than in North America (19% share) and Europe (30%). Surag Patel, InMobi’s Director of Global Research, who presented the survey’s findings in Sydney today (alongside Rob Marston, Regional Director Pacific) suggested that the iPhone’s multi-carrier launch in Australia had propelled consumer adoption of the device in this country, which in turn feeds ad impression share to this point.
The study found male Australian mobile users are slightly more comfortable with mobile ads popping up on their devices than their female counterparts (77% compared against 71%). Younger users (under 25) in Australia are just slightly more receptive to mobile ads than users aged 25-44 (75% against 73%). Female users are significantly more likely to respond to viral campaigns, being significantly more likely to share ad content than male users (44% to 25%).
The key perceived benefit of mobile ads from an Australian consumer’s point of view is that they introduce the user to “something new”, which underscores the importance of burst campaigns for major brands buying in to digital media. And looking ahead, increasingly personalised ads tailored to the individual may well be the way of the future, as survey participants indicated a preference for personalisation over other advertiser incentives, such as free ad-sponsored apps or even reduced phone bills.
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