When mobile Internet users were asked to identify the top three elements that most influence their decision to return to a mobile Internet site, they reported:
Among mobile Internet users, several small but telling differences were revealed when comparing smartphone owners to feature phone owners, says the report:
Mobile Web site features that had the least impact on a users decision to make a return visit were the absence of advertising, the ability to personalize, and the number of links, videos or images on the site. Publishers will likely welcome the news that the presence of advertising on a site does not lessen its appeal, concludes the study.
Joy Liuzzo, Director of Marketing and Mobile Research. "Mobile advertising presents a unique opportunity to take advantage of high engagement levels and less clutter on the pages... advertisers enjoy a large share of voice per page since there is often only one advertisement on the page and it takes up more screen space... "
And, an almost concurrent study by Chitika of mobile vs. non-mobile Internet usage, based on a sample of 93 million impressions, mobile users are approximately half as likely to click on an advertisement as non-mobile users. Non-mobile held an 0.83% clickthrough rate, while mobile as a whole pulled a mere 0.48% - just over half of the average.
It appears, given the numbers, that mobile users are not receptive to advertising. This phenomenon that is not surprising, concludes the report, given the mobile users' propensity to be searching for quick answers or directions.
Of the five major smartphone operating systems, iPhone ranked the worst for clickthrough rate at 0.30%. iPhone also accounted for the bulk of mobile hits, at 66%. The group which clicked on ads the most is the "Other" group, comprised mainly of BlackBerry users and a small handful of other phone operating systems (including Symbian, Nokia, and HTC).
Mobile Internet Browsing & Clickthroughs
Clickthrough Rate(% of browsing, rounded)
Source: Chatika, September 2009
The clickthrough rates, says the report, are certainly lower than expected, given the industry's general consensus that mobile users are more likely to click ads. Possibly, concludes the study, because the ads displayed on mobile devices are the same as the ones displayed to non-mobile, rather than comparing standard online advertising with mobile-oriented ads.
However, concludes the report, though "... (though) mobile accidental clicks are more relevant than in non-mobile ad serving, it appears that mobile Internet users are disinterested in advertising at an extremely high rate... "