Voice of the Customer


Mobile consumers have told advertisers what they believe they are worth in a new international research study, conducted by Opinium Research and commissioned by Millennial Media.

“What’s My Worth? 2015,” polled over 4,000 consumers across four countries. It explored the value exchange consumers have with advertisers in return for letting them into their mobile devices.

Highlights from the research include:

79% stated that they understood this paradigm

72% said they expected ads on mobile devices to keep content free

3% paid for apps to remove ads

22% are likely to remember a product or message on a mobile device compared to 10% on a desktop device

35% engaged with a mobile ad in the last 12 months on their smartphone

“Mobile is a vital component of the digital marketing landscape,” commented Stephen Jenkins, VP, Global Marketing & Communications for Millennial Media. “As consumers increasingly expect to engage with brands on their mobile, we commissioned this research with a view to better understanding the end consumer’s perception of the brand messages they receive. What is the value exchange that they have with advertisers in return for letting them into their most personal environment?”

Other key highlights from the research include:

Cross-screen users thriving as a quarter (27%) say they are likely to engage with TV at the same time as viewing other media, and one in four (25%) say the same for mobile

Of audiences that click on mobile ads, 43% say they would be more likely to pay attention to other adverts from the same brand in future

Nearly half (48%) of all consumers would be more likely to click on a mobile advert if it was targeted to their interests

Ben Phillips, Global Head of Mobile for MediaCom, said of the research, “The maturation of mobile is breeding confidence in the medium for advertisers. Critical to that confidence is the development of two key ingredients: firstly consumer acceptance and appeal of mobile ads, which as demonstrated by this report are strong, and particularly so among younger consumers. Second, the development of the component parts to enable solution creators to build apps, ads and tools that are defined by our clients’ individual style and outcomes.”

“Consumers know their attention on mobile is valuable to advertisers, and brands must acknowledge that with campaigns that give them something in return, such as a unique mobile experience or relevant, engaging content,” added Jenkins. “After listening to consumers across the globe, it is clear that attitudes are changing, mobile ads now appeal more than ever before, and consumers very much understand the value exchange with advertisers for keeping content and apps free.”


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