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Consumers Increasingly Receptive to Mobile Ads: Experian

3/18/14

By Ken Magill

While the numbers are still low, the percentage of consumers receptive to mobile ads and interested in m-commerce has increased dramatically from a percentage standpoint since 2010, according to a report by Experian Marketing Services.

Seven percent of consumers surveyed said they would be interested in receiving ads on their mobile phones compared to 5 percent in 2010, according to Experian.

Eighteen percent of consumers surveyed said they would be willing to accept ads on their mobile devices in exchange for something of value compared to 12 percent in 2010, according to Experian’s “The 2014 Digital Marketer: Benchmark and Trend Report.”

Nine percent of consumers said they would be likely to buy products they see advertised on their phones compared to 6 percent in 2010, according to Experian.

Also, 18 percent of consumers said they would be interested in using their phones to make purchases in stores compared to 10 percent in 2010, according to Experian.

“The good news is that smartphone owners (a rapidly growing group of consumers) are more influenced by mobile advertising, more interested in mobile payment options and more likely to use mobile coupons,” said the report. “However, unless they get something of value in return, smartphone owners are hardly more likely than feature phone owners to be interested in mobile ads.”

According to Experian, 62 percent of mobile phone owners have smartphones compared to 38 percent who have feature phones.

Of the smartphone owners, 50 percent own devices running Android and 34 percent have iPhones, according to Experian.

Meanwhile, though the majority of email opens are happening on mobile devices, the majority of email transactions are happening through webmail, according to Experian.

Fifty percent of email opens are occurring on mobile devices, according to Experian. This is compared to 23 percent each for webmail and desktop, according to Experian.

However, 48 percent of email transactions are happening through webmail, according to Experian, compared to 25 percent on desktops and 13 percent on mobile.

“Customers are opening on mobile but appear more comfortable making transactions on more traditional platforms,” the report said.

Not surprisingly, people who open messages on more than one platform are more engaged.

People who opened messages on a mobile platform and one other—dubbed mobile-combo by Experian—generated an average of $1.28 per open, compared to 57 cents for webmail only, 34 cents for desktop only and 10 cents for mobile only, according to Experian.

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