Tag: mobile advertising trends

Mobile ads are disliked by Boomers

Only a very small percentage of baby boomers have said that they would buy products advertised on smartphones.

Mobile ads have been taking off at an exponential rate in the United States, and as younger device users are enjoying the convenience and ease of m-commerce, baby boomers aren’t nearly as enthusiastic.

People in that generation are far less likely to enjoy receiving advertising when they use their smartphones.

According to the results of a study from eMarketer, almost three out of every four American cellular phone users – that is, 59.3 percent of the entire U.S. population – is a smartphone owner who uses his or her device at least one time every month in 2015. Smartphone penetration is greatest among younger generations. For instance, among device users between the ages of 25 and 34 years old, 90.2 percent have smartphones. Comparatively, in the age group of people aged 65 years and older and who own mobile devices, only 40.7 percent own smartphones that they use at least once monthly. Baby boomers are in the middle of those two groups, with a penetration rate of 64.4 percent.

That said, while they are mostly open to using the tech, they do not like receiving mobile ads.

Mobile Ads - Boomers not a fanResearch conducted by Experian Marketing Services showed that Boomers like mobile ads far less than Generation Xers and Millennials. This study revealed that among baby boomers, only 28 percent agreed that “my mobile phone connects me to my social world.” Among those in Generation X, the figure was 46.2 percent, and among Millennials, it was slightly higher at 53.5 percent.

Baby Boomers were also much less likely to say that they felt that text messages were as meaningful to them as spoken conversations and were less likely to say that they used their mobile phones as their primary devices for accessing the internet.

Still, as much as boomers don’t like mobile ads, they are still considerable buyers of digital content, as about 2 out of every 3 baby boomers will make a digital purchase at some point in 2015, which is only a handful of percentage points behind the leaders, the Millennial generation.

Some mobile advertising could be screened out in Europe

A recent report has indicated that European networks are testing ad blocking technology.

Although there have been no official confirmations, yet, a report that was recently published in the Financial Times has suggested that wireless networks across Europe are checking out a type of software that would help them to stop some mobile advertising.

The report suggested that the mobile carriers have already installed ad blocking software.

The article speaks of anonymous sources, saying that the software selected by the carriers to block the mobile advertising is from Shine, a company based in Israel. The mobile networks are apparently looking into methods that would allow them to stop ads that will appear within web pages as well as in smartphone and tablet apps, but not the type that appears through social networks. It has been suggested that an effort is being made to crack through the hold that Google has over the online marketing sector.

The report suggests that the tests are starting to stop one company from controlling mobile advertising.

Mobile Advertising Blocking - EuropeThis type of strategy, if it were ever actually implemented, could be crippling to companies that are dependent on revenues that are generated through mobile ads. The report suggests that these tests are not limited to one network in Europe. According to the report, “an executive at a European carrier confirmed that it and several of its peers are planning to start blocking adverts this year.” It also said that it will open up as an “opt-in service.”

This would not be the first time that a mobile carrier has tested or even attempted to create a complete block for advertising. Two years ago, French ISP “Free” created a router firmware update that blocked ads. That said, the French government forced it to take the update down shortly after it was added.

On the other hand, in the United States, there have also been certain internet providers that have attempted to add even more advertising for their clients, but the outcry against it put that to a stop, as well.

While this test of software to block mobile advertising by European networks does appear to be occurring, it should be noted that it is quite unlikely that the European Commission would give permission to the carriers for blocking portions of websites for their own purposes as it is a net neutrality issue that could rapidly spiral out of control.