Monday, December 3, 2012

People will tolerate mobile ads if the content is free

Millward Brown’s AdReaction 2012 has found that over a third of consumers will tolerate ads on mobile websites and in apps (36% and 34% respectively) as long as the sites and apps are free.

This percentage is much higher among people in the 18-34 age group, who have grown up with mobile advertising, at 55% and 65% respectively.
But that doesn’t mean people are enthusiastic, as just 17% of UK smartphone or tablet users are favourable towards mobile ads, compared with 34% for online display ads, 46% for newspapers and 55% for TV.
However, this is a 12% increase on those who were favourable towards mobile ads in 2009, showing that acceptance is growing as people get more used to them.

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