The smartphone is the go-to device for answers to questions regarding the weather, train schedules and the latest news. Younger consumers are especially adept at using the devices to gather information and shop. The one problem holding back most younger consumers is that their favorite brands are not running ads on mobile devices.
The results of the Mobile Advertising Survey from Hipcricket finds that 74% of consumers believe their favorite brands are not advertising on mobile. Hipcricket executives call this a missed opportunity. And, this is especially true for one hard-to-reach demographic group: men. Male shoppers have a high engagement rate with their smartphones and when shopping, they:
- Want mobile coupons 40%
- Redeem mobile coupons 35%
- Make a purchase as the result of a mobile ad 68%
- Refer a friend as the result of a mobile ad 52%
The survey also shows that younger consumers make the best target for mobile advertising. Nearly 70% of 25–34 year-olds make purchases because of mobile ad influence. And over half, 58%, of these shoppers are will to trade personal data for a reward or coupon.
When designing ad campaigns, marketers should know that the top reason consumers don’t engage with these promotions is because they are not relevant (43%) or didn’t appeal to them (39%). The most popular forms of engagement include tapping or clicking (38%), redeeming a coupon (31%) or clicking a link in a text message (29%).
Through their actions, consumers are telling brands which types of mobile ads are working. Marketers who get this right can become change leaders as the mobile channel continues to grow.[Source: 2012 Mobile Advertising Survey. Hipcricket.com. 6 Aug. 2012. Web. 10 Aug. 2012]