Commentary

Connected: A Way Of Life

According to the Nielsen first-quarter 2016 Connected Device Report, being a connected consumer isn’t a trend, it’s a way of life. The relationship between a consumer and a mobile device is often an intimate one, with a lot of the characteristics of a long-term relationship, declares the report. The mobile device provides an endless array of options for companionship.

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According to the report, gender distribution among connected device users (including tablets, smartphones and streaming capable devices) is split nearly evenly between males and females. This isn’t surprising, says the report, as the study data shows that mobile connected devices are used by more than 90% of households and smartphone ownership continues to grow. Today, over 86% of wireless subscribers use a smartphone and 93% have a smartphone or tablet. Even though usage is consistent among men and women, the way consumers use these devices can differ greatly by age and even ethnicity, says the report.

The ubiquity and convenience of mobile connected devices has provided unprecedented convenience and efficiency accessing information and viewing content. The report shows where mobile connected devices are being used throughout a user’s everyday life. 98% of smartphone owners use their device at home, followed by usage at work (84%), and 80% use their smartphones while in the car.

This is all great news for companies investing in mobile advertising, says the report, as these devices are getting major face time. But do users recall these ads, asks the study. The report notes that only 35% of all smartphone users recall seeing any advertisements, while 26% claim to remember ads seen on their smartphones every time they use them.

Ad Recall By Device Type (Q1, 2016

 

Device

Frequency of “Ad” Recall

Tablet Owner

Smartphone Owner

Every time I use it

34%

26%

About once a day

20

22

About once a week

9

9

Less than once a week

6

8

Don’t recall seeing any ads

31

35

Source: Nielsen, June 2016

Recall is just part of the equation in determining a successful ad, and the user’s reaction closes the deal, concludes the report. 65% of users find ads to be intrusive and annoying, while 22% are neutral on the subject. Five percent of tablet users find the ads more interesting than other types of ads, compared to just 3% of mobile consumers. Important for advertisers, says the report, is that 15% say that if there was an offer attached to the ad, they’d be much more likely to take action.

Attitudes On Mobile Ads (Connected device [Smartphone] owners Q1, 2016)

 

Degree of Agreement

Attitude

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

Annoying/Intrusive

34%

31%

22%

7%

6%

More intrusive than TV ads

22

25

34

12

7

Don’t notice mobile ads

9

17

30

22

22

Don’t mind them

7

16

30

22

24

Informative/Helpful

7

16

34

18

25

Source: Nielsen, June 2016

For additional information about the Connected Device Report, please visit here.

 

 

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