A consumer survey conducted by ABI Research in February 2010 has found that 27% of mobile phone users accessing the mobile Internet have clicked on a mobile banner ad or text link. That compares to 21% in a previous survey conducted by the analyst firm in December 2008.
Neil Strother, ABI Research’s practice director for mobile marketing strategies, comments: “More people are accessing websites through their mobile phones today than 14 months ago, and clicking on ads is becoming more commonplace. This trend is a positive one for marketers and advertisers, and should give them greater confidence in their mobile efforts, knowing that well-targeted offerings can find traction among consumers.”
The key, Strother says, is to purchase inventory on mobile websites that have the desired audience profile and then present creative elements that meet the needs and have relevance for those mobile consumers.
Other highlights from the survey include:
* Mobile Internet access on a daily basis is up significantly, with 28% of mobile phone users accessing Internet sites at least once a day from their phones. That compares to just 16% in the previous survey conducted at the end of 2008.
* Resistance to receiving promotions such as coupons and discounts on the mobile phone is eroding: About 45% of respondents, while not enthusiastic, would accept promotions if they had some control over the process. By contrast, only about 36% would accept these types of mobile promotions in the earlier survey.
* Consumers remain guarded about using their mobile phones to make purchases, with 76% saying that security around such transactions is a major concern, an increase from 71% in the previous survey.