Smartphone users who are familiar with mobile ads appear to be comfortable making a purchase or recommendation as a result of an ad, but many others still haven't viewed a mobile ad, according to a survey from Hipcricket Inc.
Some 46% of surveyed smartphone owners have viewed a mobile ad; among them, 64% have completed at least one purchase as a result of doing so.
However, 74% of smartphone users say their favorite brands have not advertised to them via mobile:
Below, additional information from Hipcricket's Mobile Advertising Survey.
Among the key findings:
- 58% of smartphone users say they'd be more likely to engage with their favorite brands if an ad included a reward, coupon, or deal.
- 44% of smartphone users say they're willing to exchange personal information in return for a reward, coupon, or deal; however, to date only 28% have done so.
- Among those who have made a purchase as a result of a mobile ad, 45% have referred a product or service to a friend or colleague.
Popular Ad Types
Mobile users have viewed and engaged with various types of mobile ads, primarily mobile banner ads (70%) and SMS/text-based ads (44%).