A new study found some surprising statistics when it comes to how those in the United Kingdom view mobile marketing.
The study – which was a collaborative effort among Aeneas Strategy, Wasabi Mobile Marketing, Camerjam, MSEARCH Groove and Every Single One Of Us – took an in-depth look at the progress that mobile advertising is making in the United Kingdom.
Perhaps the most surprising, the study found that 70 percent of UK consumers would give permission for mobile ads if they were in control and received some sort of incentive. That could open a lot of doors for those looking to reach a particular audience, job-related or otherwise.
Currently, mobile advertising in the United Kingdom is worth about 30 million GBP. However, mobile advertising accounts for only .16 percent of the overall advertising market, which compares to Internet advertising circa 1998. Despite that, mobile advertising saw a growth rate of 99 percent from 2007 to 2008 and is predicted to grow significantly during the near future.
The study found that ad spend among various marketing channels is not proportional to time spent by consumers. In other words, the amount of time someone spends viewing an ad does not correlate with how much was spent on that ad. Overall, much more is spent on press, Internet and TV ads.
Another surprising figure is that less than half of the people questioned think that mobile advertising can be considered trustworthy. Among the respondents, only 43 percent in the UK, 47 percent of men, 39 percent of women and 46 percent of those 16 to 24-years old thought mobile advertising to be trustworthy.
The study further found that consumers are willing to share some, but not all, personal information. Most consumers are willing to share certain information to receive more targeted messages, such as those pertaining to gender, interests, music or hobbies. However, they are significantly less willing to share information such as location or information about income. Overall, the 16 to 24-years old age group is the most willing to share general information, but the least willing to share information on location and income.
The full report will be available for sale later this summer.
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Tags: Mobile Advertising