At present, advertisers are focusing more on mobile advertising, compare to other traditional ways of advertising. As number of mobile handsets are ramping up, marketers have started planning how to entice a significant number of mobile users towards the ads. But according to a recent report, more than half (53%) of U.K. smartphones owners have never received any ads on their mobile handsets. In other words, the mobile handsets are still an underused marketing channel in the U.K. However, there might be a probability that consumers use to ignore mobile advertising.
In the U.K., 97% of the population currently own a mobile phone, besides the penetration of smartphone is also incredible compare to other matured markets; 61% of the population in the country own smartphone. Of course, mobile users’ response towards ads is worrying mobile advertisers in the country. Frankly speaking, mobile advertisers really need to find out some alternatives to draw the attentions of mobile users across the country.
Last year, a Forrester’s survey revealed that mobile ads are more annoying than TV ads. More than two-third (70%) of mobile users admitted that automatically served ‘in-app ads’ on their devices were quite interruptive. Basically, mobile users encounter with these ads while they use to play online games, music streaming, and other web activities. A Nielsen’s report shows off that 27% of mobile users receive ads while they use to browse web pages, followed by 26% and 25% those receive while streaming music and playing online games respectively.
It’s really interesting to see mobile advertising trends in some emerging markets such as India, China and Brazil. In these countries, users are more willing to click on mobile ads, which don’t take them outside of the application to another websites. In India and Brazil, 54% of mobile users are likely to click such ads, followed by China with 45% of mobile users.
It’s pretty much clear from the above chart that Indian mobile users are more likely to click mobile ads, compare to other listed countries. However, it seems that the U.K. mobile consumers are little more reluctant towards mobile ads, in comparison to some other nations. Interestingly, just 15% of users in the U.K are more likely to click on apps related to incorporate multimedia elements. However, like the U.K., Australian mobile users are also less willing to be swayed by multimedia ads. On the other side, Indian mobile users are most susceptible to multimedia ads; 52% users in the country are willing to click on ads related to incorporate multimedia elements, followed by Brazilians (41%) and Chinese (38%).