• by Jack Loechner , Staff Writer @mp_research, May 31, 2011

According to the Mojiva Mobile Audience Guide, 60% of mobile users click on mobile ads at least one a week. When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad, but only 22% said they would make a purchase, and only 40% would download a coupon.

Tony Nethercutt, General Manager of Mojiva, notes that "... mobile marketing performs well when it lines up the services and products that affect people on an everyday basis ... mobile advertising is part of the conversation for major national brand advertising..."

Some additional findings from Mojiva and InsightExpress in the Mojiva Mobile Audience Guide include:

• Over 84% of users deemed ‘normal banner ads,' ‘video ads,' ‘ads that let me interact with them,' or ‘animated banner ads' as the forms of marketing they would likely pay attention to
• Text ads perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
• Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.

With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets. This month's research shows that marketers need to focus on engaging creative executions that encourage user interaction.

Joy Liuzzo, Senior Director from InsightExpress says "... InsightExpress research continues to demonstrate that mobile consumers are evolving, with new behaviors, attitudes, and demographic segments emerging almost monthly..." 

There are opportunities to advertise with mobile ads, says the report, as respondents are frequently clicking on mobile ads. Graphic ads as a whole appear to be successful in grabbing attention. Content and type of ad will impact overall reach:

• More than half indicated they would "play a game", "download a mobile application" or "browse a website" after seeing an ad on their mobile phones.
• Fewer than ¼ of respondents would "purchase a product" after viewing an ad on their mobile phones.

Which Of The Following Would You Do As A Result Of Seeing A Mobile Ad On Your Phone?
Action After Mobile Ad	% of Respondents
Play a game	63%
Download a mobile application	52
Browse a website	51
Watch a video	49
Listen to music	49
Redeem or download a coupon	40
Request more information	38
Tap-to-call	17
Purchase a product	22
None of these	13
Source: Mojiva Mobile Audience Guide, May 2011

For the most part, graphic ads as a whole were successful in capturing the attention of respondents:

• Over 20% of respondents said that normal banner ads, video ads and ads that let me interact with them are most likely to be paid attention to
• Respondents were least likely to pay attention to expanding screen take-over ads, which may be too aggressive.

Which ONE Of The Following Types Of Mobile Ads Are You Most Likely To Pay Attention To?
Type of Ad	% Likely to Pay Attention
Normal banner ads	22%
Video ads	22
Ads that let me interact with them	21
Animated banner ads	19
Text ads	13
Expanding screen take-over ads	2
Source: Mojiva Mobile Audience Guide, May 2011

Ads pertaining to retail stores, weather, restaurants or bars and sports are most likely to be clicked on by someone using their mobile phone:

• Respondents tended to gravitate more towards mobile ads that focus on providing information pertaining to everyday life, rather than more specific and direct ads.

From Which Of The Following Types Of Companies, Would You Be Most Likely To Click On A Mobile Ad?
Ad From	% of Respondents
Retail stores	18%
Weather	15
Restaurants or bars	13
Sports	12
Music groups	11
Food or drink products	11
Radio stations	6
Social / dating	6
Magazines	3
Airlines	2
Traffic	2
Banks or other financial institutions	2
Source: Mojiva Mobile Audience Guide, May 2011

60% of respondents click on a mobile ad for more information at least once a week. Of those, 19% click on a mobile ad for more information several times a day. 

How Often Do You Click On A Mobile Ad To Get More Information About A Product / Service You Saw On Your Phone?
Click Frequency	% of Respondents
Several times a day	19%
Around once a day	15
Several times a week	14
Around once a week	12
Several times a month	8
Around oncea month	6
Less than once a month	10
Never	16
Source: Mojiva Mobile Audience Guide, May 2011

 

Study Demographics
Category	% of Respondents
Age Group
Under	18 5%
18-25	16
26-35	35
36-45	24
46-55	13
Over 55	7
Education
Some high school	10%
Graduate high school	33
Vocational / Technical school	11
Some college	29
Graduated college	12
Some post-graduate work	2
Completed graduate degree or higher	3
Annual HH Income
Under $20,000	30%
$20,000-$29,999	15
$30,000-$39,999	15
$40,000-$49,999	5
$50,000-$74,999	8
$75,000-$99,999	7
$100,000-$149,999	1
$150,000 or higher	0
Prefer not to answer	19
Source: Mojiva Mobile Audience Guide, May 2011

For more information from Mojiva, see the release here, or access the full Mobile Audience Guide here.