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The Young Are More Likely To Respond To Mobile Advertising

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It appears that it is finally safe to say that if mobile hasn’t completely arrived it is certainly in the room and recognized for its potential. Should we declare 2010 as the ‘Year of Mobile’? Sure, why not. There will be others and honestly it means nothing to hype it. Let’s look at what’s actually going on at street level.

Over at the ZDNet’s  Between the Lines blog, Larry Dignan tells us about a survey from the Bernstein Research’s Jeffrey Lindsay did some research among 360 smartphone users that follows up some initial research he did in the mobile advertising space. Here is some of the information that you may find interesting

  • 67 percent of respondents said that smartphones increased their Internet usage for personal use and 45 percent said work related usage rose.
  • 95 percent of users use the same search engine for the PC and mobile.
  • 37 percent of respondents say they are clicking on more paid search links and seeing more display adds. Users 18 to 34 found mobile ads to be more relevant than their PC counterparts. Older users panned mobile ads across the board.

As Dignan points out, I agree the major piece of data to be gleaned from this is the fact the younger the mobile user is the more likely they will be responsive to mobile ads. The older users referred to breaks out in this chart below.

Mobile Ads and the Young 2

I’m not surprised by this and I hope the rest of the industry will take heed. When it comes to mobile there may not be an audience unless your product or service skews young. This is likely to change over time but for now it’s the younger set that will allow mobile and advertising to be used as a phrase while others think that the separation of the two is the better way to go.

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The Young Are More Likely To Respond To Mobile Advertising
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