Mobile advertising is four times as effective as the already proven advertising medium desktop
BestMediaInfo Bureau | Delhi | February 25, 2014
BBC World News and BBC.com/news have released the results of a global study, the first of its kind, examining the usage of mobile devices by consumers around the world. The study surveyed 6,000 smartphone owners in Australia, Germany, Sweden, India, Hong Kong and the US. It compared the habits of affluent consumers - the highest 20 per cent income earners in each country - to those of the general population.
The results reveal the increasing importance of smartphones to affluent consumers and demonstrate the extent to which mobile devices are integrated into their personal and, crucially, their business lives, as improved technology enables greater engagement with content. The study also provides clear evidence that affluent consumers, who make up a large proportion of the BBC World News and BBC.com/newsaudience, are significantly more receptive to mobile advertising than the general population.
Key findings include:
The survey emphasises the growing trend for news consumption on mobile platforms and reflects the results of the BBC’s 2012 study of news consumption -http://www.bbc.co.uk/mediacentre/worldnews/news-consumption.html - in which 59 per cent of affluent consumers expected to consume more news on their phones over the next five years.
When asked which single device they prefer to use for news, the number of affluent consumers who name the mobile phone has risen by 15 per cent since 2012 and tablet is up by 9 per cent. In contrast, the amount of people who say they prefer desktop has decreased by 17 per cent.
Additionally, 2012’s survey found that news consumption on mobiles was mainly restricted to scanning news headlines. In comparison, 34 per cent of new handset users surveyed in the new study say they now dive deeper when consuming news and are likely to read additional articles connected the original piece. This is 42 per cent higher than for those using older handsets. Owners of the latest handsets are also 10 per cent more likely than the general population to watch news video or stream content on their mobile phones.
Jim Egan, CEO of BBC Global News Ltd, said, “The rapidly growing importance of mobile to our global audiences is one of the big themes for our industry and we are constantly working to create the best mobile browsing experience, be that with the introduction of our international BBC News and Sports apps, or on-going responsive design innovations. This new research reveals significant change in mobile consumption – people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles. This large study provides compelling evidence that mobile advertising works with affluent mobile consumers in particular and that has big implications for publishers and advertisers alike.”