Tag: mobile marketing

Recent research is indicating that consumers in the U.S. have greater tolerance for this method than others.

According to a mobile marketing study that was just published, consumers in the United States are considerably more “tolerant” to smartphone video ads than their counterparts in Canada and Europe.

The study indicated that that more than a third of consumers in all three regions don’t pay much attention to the ads.

The research was performed by QuickPlay Media in the form of a survey. It determined that 40 percent or more of consumers in all three of the participating regions don’t pay all that much attention to the mobile marketing videos when these ads are displayed while they watch content on their devices. They also stated, however, that they are not irritated by the ads.

American viewers have the least likelihood of becoming irritated with video mobile marketing.

The study indicated that 62 percent of American smartphone content viewers are unlikely to become irritated with mobile marketing in the form of video ads when they are looking at content on their devices. This was compared to 40 percent of Canadians and 49 percent of British respondents.

Among all three of those countries, 20 percent or more of consumers were willing to pay between $5 and $7 per month in order to be able to gain access to television shows, movies, events, and other content without advertising.

At the same time, when it came to the relevant messaging form of mobile marketing, consumers in all three areas felt that the majority of ads were primarily irrelevant and did not appeal to their own unique interests. In the United States, consumers expressed that less than a third (29 percent) said that they felt that the ads that they saw were at least somewhat relevant to them. In the United Kingdom, that figure dropped slightly to 25 percent. However, among Canadians, only 12 percent felt that the ads that they saw were relevant to them.

According to the QuickPlay Media CEO and president, Wayne Purboo, who discussed the mobile marketing survey, “As more options for watching premium video content emerge for consumers, their particular preferences when it comes to viewing are also coming into focus.”

Mobile media is growing more important to consumers

Mobile media is becoming more important to consumers on a seemingly daily basis. Mobile video, websites, games, and social media services have become integral parts of a society that is becoming more reliant on technology. New analysis from Strategy Analytics suggests that mobile media will reach a new milestone in the near future. The growing popularity of mobile games, mobile commerce, and entertainment applications will contribute greatly to the growth of mobile media.

Firm predicts growth of global mobile media sector

According to the firm’s analysis, spending on consumer mobile media will reach $200 billion worldwide by 2017. The growing number of media-centric mobile devices will contribute to this growth as well as the more flexible data pricing plans coming from telecommunications companies. Various forms of mobile media will also contribute to this growth, with entertainment mediums likely to see the majority of consumer spending.

Smartphone and tablet penetration will power growth

The mobile sector will see some major challenges in the future, according to the analysis, as companies begin bringing mobile-centric services to markets where smartphones and tablets have not yet become popular. In these markets, feature phones are the dominating force, and these mobile devices have limited access to media of any kind. The challenge that companies will face in these markets is encouraging consumers to embrace smartphones and tablets, but many people may not be inclined to do so because of the cost of such devices and the cost of the data plans they are associated with.

New mobile marketing opportunities to emerge in future

The firm predicts that mobile advertising will become more important as mobile media itself grows. New advertising opportunities are expected to emerge as more consumers embrace mobile technology. The first estimates that mobile advertising will account for 18% of total media expenditure by 2017, reaching $42 billion. This growth is expected to continue into the future, especially as more consumers become involved in mobile technology.