Additionally, the survey found that targeted and relevant mobile advertising can directly impact sales. In addition to consumers who have purchased a product or service in response to a mobile ad, 45 percent of respondents have referred a product or service to a friend as a direct result of mobile advertising.
“For years we have known that smartphone owners are very active on the mobile Web, presenting a powerful opportunity for brands to engage with them through relevant and highly targeted advertisements,” said Doug Stovall, Hipcricket Executive Vice President – Sales and Services. “This survey illustrates the compelling nature of mobile advertising, not only from a brand awareness standpoint, but as a powerful driver of sales transactions.”
Research by Gender
The survey also examined how men and women interact with mobile ads. Specifically:
- Women expressed more interest in receiving mobile coupons (44 percent vs. 40 percent for men), however, men were more likely to redeem those coupons (35 percent vs. 27 percent for women).
- Men were more likely to make a purchase as a result of a mobile ad (68 percent vs. 58 percent).
- Men were also more likely to refer a friend as a direct result of a mobile ad (52 percent vs. 37 percent).
Research by Age
The study found the most interest and interactivity with mobile ads among the 25-34 year age category. Within this demographic:
- 70 percent have made a purchase as a direct result of a mobile ad.
- 58 percent would be willing to provide personal information via a mobile website if offered a reward or coupon (twice as likely as those in the 45-54 year old category).
- 64 percent have not viewed a mobile ad from their favorite brand.
Smartphone users in the 35-44 year age category were the most interested in coupons and offers, with 63 percent stating they would be more inclined to engage with a mobile ad from their favorite brand if it included an offer or coupon.
Research by Income
Unsurprisingly, the survey found that affluent consumers were more likely to engage with mobile ads. Specifically, 55 percent of those who clicked on a mobile advertisement reported an annual household income of more than $75,000 (29 percent more than $100,000).
“The mobile device is an incredibly robust medium that marketers cannot afford to ignore,” Stovall added. “Mobile advertising represents a tremendous opportunity to reach target customers, especially younger, affluent consumers who are extremely active on mobile devices.”
About the 2012 Mobile Advertising Survey
The 2012 Hipcricket Mobile Advertising Survey is a national survey designed to provide insight into consumer behavior and attitudes toward mobile advertising. The survey was conducted in June 2012 via email and results were derived from 650 respondents. Please click here to download a copy of the research brief.
Hipcricket, Inc., a wholly-owned subsidiary of Augme Technologies, Inc. (OTC.BB: AUGT), is the one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales. Hipcricket’s customers connect with consumers across every mobile channel, including SMS/MMS, 2D/QR codes, mobile websites, advertising via AD SERVE®, Hipcricket’s patented mobile ad platform, social media and branded apps. Hipcricket’s proven technology, strategic and marketing services and experienced account management teams have provided measurable successes across an industry-leading 200,000+ campaigns for many national and regional brand-name companies and organizations, such as Macy’s, MillerCoors, Nestle, Clear Channel and The American Cancer Society. From building optimized mobile websites and landing pages using Hipcricket’s patented device detection and rendering capabilities, to the execution of highly targeted mobile advertising campaigns using custom rich media development and world class analytics, Hipcricket delivers the only end-to-end mobile marketing and advertising solution on the market.
Hipcricket is based in New York, with operations in Seattle, Dallas, Chicago, Atlanta, Los Angeles, San Francisco and Miami.