A new study of mobile vs. non-mobile Internet usage;
Based on a sample of 92 million impressions, shows that mobile users are approximately half as likely to click on an advertisement as non-mobile users, of the 92 million impressions cited in the study, approximately 1.3 million (1.5%) came from mobile browsing. While non-mobile held steady with a 0.83% click through rate, mobile as a whole pulled a mere 0.48% – just over half of the average.
While the recent growth in Smartphone’s has sparked a renewed interest in mobile advertising, it appears given the numbers that mobile users are not receptive to advertising – a phenomenon that is not surprising to me, given the mobile users propensity to be searching for quick answers or directions, according to the study by Chitika.
It has long been my contention that very few people are browsing the internet on their phone, yet we all want quick concise answers when we use it. If you think about it that is what you have the phone for in the first place.
Of the five major Smartphone operating systems – Google’s Android, Apple’s iPhone, Microsoft’s Windows CE, Palm OS, and Research In Motion’s BlackBerry – iPhone ranked the worst for click through rate at a dismal 0.30%. iPhone also accounted for the bulk of mobile hits, at 66%. The group which clicked on ads the most is teh “Other” group, comprised mainly of BlackBerry users and a small handful of other phone operating systems (including Symbian, Nokia, and HTC).
The click through rates are certainly lower than expected, given the industry’s general consensus that mobile users are more likely to click ads. However, it must be taken into consideration that this is a comparison of the same ads on different media. The ads displayed on mobile devices are the same as the ones displayed to non-mobile, rather than comparing standard online advertising with mobile-oriented ads. While there are side issues to consider in the mobile advertising market – accidental clicks being more relevant than in non-mobile ad serving – it appears that mobile Internet users are disinterested in advertising at an extremely high rate, and iPhone users are leading the charge.
What this amounts to is that mobile users are much more likely to use their device to find quick information about something they are interested in, basically inbound marketing rather than coming across and ad and clicking on it. This seems to confirm a contention I have had for some time that mobile user are not running around surfing the web from their phone as much as they are looking for specific information.
What does this mean to you? Well short coding for more info is definitely a way a mobile user can get deeper information on the go about your store or offer. While iphone user are far less likely to click on your add an iphone app that gets the customer the information they want quickly is deffiently the way to go.
At the end of the day the key here is MOBILE, PERMISSION and easy access to more info. That is what you should be supplying when it comes to mobile users.
Hope this helps,