Time, place and device all influence mobile ad interaction.
A research report from the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence has revealed how receptiveness to advertising and media consumption varies according to device, time and location.
According to the report, there is strong ad interaction from tablet users, with nearly half (47 per cent) saying they engage with ads more than one a week, while 25 per cent of smartphone users say they interact with ads at the same rate.
If those figures are surprising, then prepare to be stunned: once these mobile device users engage with an ad, they are extremely likely to take action (80 per cent for smartphone users and 89 per cent for tablet users).
Time of day also has a direct impact on how mobile devices are used. For smartphone users, the three most impactful media moments of the day are:
- Early morning. When they first wake up, nearly 20 percent access social media.
- Midday. Almost a third (28 per cent) cite "free time" windows during this time period that allow them to access media.
- Primetime evening. Both general media and social media consumption spike during primetime TV viewing hours.
The results for tablet users are less concrete, but early morning stands out as a key social media time, with 28 per cent engaging social media on their tablets when they first wake up.
In regard to location, 30 per cent of smartphone users and 32% per cent of tablet users said that they were more likely to respond to ads that related to their current location. The study makes pains to highlight, however, that "current location" often refers to home rather than somewhere on the go.
Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, IAB, said: "Both tablet and smartphone users show an impressive interest in mobile advertising.
"The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly."