Tablet and Smartphone Ads Are More Effective in Germany, Italy, UK Than in US
New research from Nielsen finds that the impact of mobile ads on tablets and smartphones is greater in Italy, Germany and the U.K. than in the U.S.
Regarding the impact of mobile advertising on tablet owners after seeing a mobile ad on their device, 23 percent of U.S. respondents said they made a purchase on the Internet on a PC after seeing a mobile ad on their tablet device. This response was 32 percent in Italy, 32 percent in Germany and 27 percent in the U.K.
Meanwhile, 16 percent of U.S. respondents said they made a purchase at a store for goods or service they saw advertised on their tablet, compared with 19 percent in Italy, 18 percent in Germany and 16 percent in the U.K.
Eight percent of U.S. respondents said they made a purchase directly through their tablet after seeing an ad on that device, compared with 13 percent in Italy, 10 percent in Germany and 10 percent in the U.K.
Twenty-one percent of U.S. respondents said they searched for more information about a business that they saw advertised on their tablet, compared with 26 percent in Italy, 23 percent in Germany and 20 percent in the U.K.
Twenty-four percent of U.S. respondents said they clicked on an ad to view the full advertisement or product offering on their tablet, compared with 28 percent in Italy, 23 percent in Germany and 23 percent in the U.K.
Thirteen percent of U.S. respondents said they used or requested a coupon through an ad they saw on their tablet, compared with 12 percent in Italy, 10 percent in Germany and 10 percent in the U.K.
Regarding the impact of mobile ads for smartphone owners, 20 percent of U.S. respondents said they made a purchase on the Internet via a PC after seeing a mobile ad, compared with 27 percent in Italy, 34 percent in Germany and 28 percent in the U.K.
Meanwhile, 6 percent of smartphone owners said they made a purchase at a store for goods or services that they save advertised on their smartphone, compared with 18 percent in Italy, 15 percent in Germany and 14 percent in the U.K.
Four percent of U.S. respondents said they made a purchase directly through their smartphone based on an ad they saw, compared with 12 percent in Italy, 8 percent in Germany and 7 percent in the U.K.
Eleven percent of U.S. respondents said they searched for more information about a business that they saw advertised on their smartphone, compared with 27 percent in Italy, 20 percent in Germany and 14 percent in the U.K.
Eleven percent of U.S. respondents said they clicked on an ad to view the full advertisement or product offering on their smartphone, compared with 24 percent in Italy, 19 percent in Germany and 17 percent in the U.K.
Seven percent of U.S. respondents said they used or requested a coupon through an ad they saw on their smartphone, compared with 10 percent in Italy, 8 percent in Germany and 8 percent in the U.K.
According to a separate report from Nielsen, 29 percent of smartphone owners in the U.S. use their mobile phone for shopping-related activities.
Another study from ForeSee found that 34 percent of U.S. online shoppers accessed retail sites, mobile sites or mobile apps via their smartphones during the 2011 holiday season, up from 30 percent in 2010 and up from just 11 percent in 2009.
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