Changing consumer behavior is expensive, changing marketer’s behavior is often slow and challenging. As more consumers purchase and use smart phones to read content and view the ads on their devices, more retailers are launching mobile commerce sites. The growth rate in the mobile commerce sector is increasing, many analysts are encouraging retailers to speed up their mobile commerce development plans.
On the other hand, consumers are getting more comfortable with seeing ads on their mobile devices. Of the nearly 4,400 US mobile phone users surveyed, 38% felt mobile ads “serve an important purpose,” while an additional 25% stated they are getting accustomed to viewing mobile ads. While 10% of respondents described themselves as somewhat uncomfortable with mobile ads, only 12% felt they were intrusive, according to comscore recent study.
We can see from above figure, mobile consumers are progressively more accepting of advertising on their devices, but according to Nielsen, they also expect something tangible in return for their attention – 59% described themselves as “ok with advertising” if viewing ads, which meant they could access free content in return. Ads that were more customized and relevant to their interests and location got a better reception from consumers, and also made them more inclined to respond. But with the value exchange associated with mobile advertising, both consumers and marketers are learning to meet in the middle.
For the mobile usage in regarding to the various geographic markets, comScore has released an interesting findings for three areas that seem to run with what one might predict about mobile usage for each region Japan, US and Europe Mobile Use Comparison.
“Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing number of content options available to consumers,” said Mark Donovan, comScore senior vice president of mobile. “As we look across markets, dramatic differences in mobile media consumption, brand adoption and user behavior become evident. These differences are even more pronounced than they are for PC-based Internet usage due to the complex nature of mobile – including various device capabilities, operating systems and methods of accessing content. For brands seeking to establish a multi-market presence, understanding usage dynamics across geographies is essential to implementing a successful global mobile marketing strategy.”
The highlighted area that shows in below is the leaders in each category relating to how mobile is used (hat tip to MarketingPilgrim for the info).