Articles

10.2.2011 Smartphones more effective for ad campaigns in US

Compared to feature phone users, smartphone users are most impacted by mobile campaigns, according tothe December 2010 SMART Report from Millennial Media. Millennial Media analysis indicates this discrepancy is likely due to larger screen sizes and rich media offerings of smartphones.

Direct comparisons show that smartphones are an especially superior vehicle for advertising compared to feature phones in the area of mobile ad awareness, or capturing customer attention. Smartphone campaigns have 39% effectiveness in this area, about 39% more than the 28% effectiveness of feature phones. In addition, smartphones are 30% more effective than feature phones in the area of unaided awareness (17% compared to 13%), and 25% more effective in purchase intent (15% compared to 12%).

B.L. 10.2.2011