The study from PHD found that participants presented with the news on a touch screen device were more likely to click through ads, compared to participants using the more traditional desktop and mouse combination.
Consuming media using touch is responsible for a 28% increase in spontaneous ad recall, according to new research.
The study from PHD found that participants presented with the news on a touch screen device were more likely to click through ads, compared to participants using the more traditional desktop and mouse combination.
Participants were asked to read a reduced edition of Metro on a tablet, with one group asked to navigate using a traditional mouse and a second group asked to use the touch screen to navigate.
The study, undertaken with the University College London Business Psychology School, also found that adverts were received more positively when presented via touch.
Chris White, PHD’s head of insight, said: “We believe the findings of this research could have far-reaching implications not just on how we plan and buy media for our clients but how media owners’ position their inventories.
“This research was just the first step. By engaging the wider media industry in discussion about how it could be harnessed in every medium, we hope it can be applied to everyone’s benefit.”
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click through an ad is important…but what really matters is what happens next … It would be useful to know how users react and engage after clicking on an ad from a touch screen device..