35% of Mobile Users Pay Attention to Ads While Surfing the Web
According to Prosper Mobile Insights Mobile Survey for July, mobile users are most likely to pay attention to advertisements when they surf the Web.
The survey began by asking: “While using your smartphone or tablet, how often do you fully pay attention to advertisements when:” While playing games, 19.2 percent of the 203 respondents said they “regularly” fully pay attention to ads, 30.5 percent they “occasionally” fully pay attention to ads and 50.2 percent said they “never” fully pay attention to ads.
While watching video clips, 15.3 percent said they “regularly” pay full attention to ads, 42.9 percent said they “occasionally” pay full attention to ads and 41.9 percent said they “never” pay full attention to ads.
While watching full TV episodes, 13.3 percent of respondents said they “regularly” pay full attention to ads, 34.0 percent said they “occasionally” pay full attention to ads and 52.7 percent said they “never” pay full attention to ads.
While downloading apps/music/etc., 19.7 percent said they “regularly” pay full attention to ads, 39.9 percent said they do so “occasionally” and 40.4 percent said they “never” do so.
While surfing the Web, 35.0 percent said they “regularly” pay full attention to ads, “37.4 percent said they “occasionally” do so and 27.6 percent said they “never” do so.
Of all these activities, surfing the Web is the most conducive activity for mobile users and their attention to mobile ads, as 72.4 percent said they regularly/occasionally pay full attention to ads.
In response to the question “How often do advertisements viewed on your smartphone or tablet influence the products or brands you purchase?” 10.8 percent said “regularly,” 40.9 percent said “occasionally” and 48.3 percent said “never.”
Respondents were then asked to look at a list of activities and choose which of them they used their smartphone/tablet for. The most popular was “browsing or looking for a product/service” with an 80.8 percent response, followed by “locating a store or store hours” with 79.8 percent and “researching specific products” with 55.7 percent.
“Receiving text messages with special offers” (53.2 percent), “reading customer reviews” (46.3 percent) and “making a purchase” (41.4 percent) were also popular activities.
The survey then shifted gears and focused on “Angry Birds,” which 26.6 percent of respondents said “regularly,” 25.6 percent said “occasionally” and 47.8 percent said “never.”
Of those who play “Angry Birds,” 62.6 percent said it makes them feel happy, 10.3 percent said it makes them feel angry and 27.1 percent said it makes them feel neutral.
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