Articles

11.10.2010 Mobile ads proving successful in Europe

Increasing numbers of consumers in France, Germany and the UK are responding to mobile advertising, a new survey has revealed. The Mobile Marketing Association, the industry body, and Lightspeed Research polled3,000 adults to assess current habits and preferences. In all, 45% of participants agreed they had noticed mobile ads, and 29% of this audience stated these messages influenced their behaviour in some way. After interacting with a mobile ad, 39% of this latter group went on to make a purchase, reaching 49% in Germany and 47% in the UK, measured against 22% in France.
 

When buying products via this route, 49% of Germans and 30% of French shoppers spent between €5 and €20, while 47% of their British counterparts splashed out an equivalent amount in pounds. Opt-in SMS advertising generated the highest response rates in the UK and France, on 40% and 21% respectively. However, mobile internet banner ads assumed such a role in Germany, with a score of 27% on the same metric.

Commercial communications incorporating time-sensitive special offers or discounts were most effective for encouraging purchase, hitting 35% in the UK, 31% in Germany and 24% in France. Vouchers accessible through wireless handsets also proved successful, posting 34% in the UK, 29% among the German panel and 24% for their peers in France. Content specifically for mobile devices - such as apps, music and games - saw shoppers complete transactions with the greatest degree of frequency, averaging out at 23% across the featured countries.

B.L. 11.10.2010