UK mobile device users ignore ads
According to a recent report, more and more money is going to mobile ads, which is somewhat ineffective when put next to TV advertising.
According to a recent report, more and more money is going to mobile ads, which is somewhat ineffective when put next to TV advertising.
According to March 2014 polling from research firm Millward Brown, just 37% of UK smartphone or tablet users who owned or had access to a TV paid attention to ads delivered on a smartphone, while only marginally more paid attention to tablet ads—38%
For TV ads, that figure was substantially higher, at 71%. And TV was also the clear winner when it came to those ads eliciting favorable reactions, with 39% of respondents saying they enjoyed the ads, vs. just 17% and 16% of smartphone and tablet users, respectively, saying the same.
Of course, mobile advertising can’t be ignored, particularly in light of the increasing influence mobile devices are having on UK consumers’ everyday lives. But for now, at least, a strong argument could be made that while more and more money is going to mobile ads, it remains somewhat ineffective, at least when put next to TV advertising.
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