What Do Consumers Say About Mobile Marketing?

They want relevant mobile ads, but loathe the idea of marketers taking steps to give them those ads — ie. scanning keywords within personal texts and emails. After all, from a user perspective, mining such data does seem like a pretty steep invasion of privacy.

To shed some more light on what mobile consumers think of current advertising and marketing strategies, PricewaterhouseCoopers (PwC) conducted a helpful study (infographic below). The results garnered helpful insights into everything from mobile users’ demographics and general concerns to usage rates and reliability.

Luckily for us, the Big 4 accounting firm took a step into mobile advertising and unearthed some data that could be helpful as you layout your next mobile marketing campaign. Here are some standout points to consider.

  • Of the 1,003 individuals surveyed (40% male, 60% female), 30% of respondents said they are most concerned with mobile marketers invading their personal space, while 24% say they’re strongly opposed to the inability to turn ads off.
  • So what makes an ad relevant, or even bearable? The short answer: valuable rewards. In fact, 27% of respondents agreed that mobile coupons are their preferred method of mobile advertising.
  • Interestingly though, only 40% of users said “Freebies and rewards” are the most important ad element, while a whopping 57% said the ad’s “Size and duration” is most significant. Perhaps this is another statement on privacy — the smaller the ad, the less invasive.
  • Last but not least, nearly half of all respondents (49%) say they’ve only ever clicked on mobile ads by accident.

 

The PwC Infographic

info1 Marketers Walk Thin Line Between Relevancy Demand and Privacy Concerns

To read the original article on Mobile Marketing Watch go here.

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