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24.2.2011 Mobile ads fall short in Germany

Many young consumers in Germany hold mixed views concerning the appeal and potential benefits of mobile advertising, a report has argued. E-Commerce-Center Handel, the research company, surveyed 1,851 adultsin the 20-29 year old demographic, a group it argued could be defined as "digital natives", and found that 58% recalled viewing a mobile ad at least once during the last three months. In response, 46.1% took a neutral position on mobile marketing, with just 3.3% either "positive" or "very positive" about the ads.

Around 70% of the panel were unwilling to receive such communications while shopping in stores, 14.7% came out broadly in support, and 14% favoured exposure to highly selective messages. The ability to opt-in or opt-out of these schemes was valued by 92.9% of the sample. When assessing different formats, 75% of those polled stated that "two for the price of one" coupons would offer advantages, and 26% agreed such deals may heighten purchase intent. "The results show that, so far, there is a clear rejection of mobile advertising," said Aline Eckstein, a project director at E-Commerce-Center Handel.

B.L. 24.2.2011