Mobile advertising boosts brand response

by Fiona Ramsay, Media Week 09-May-08, 15:55

LONDON - Three in five mobile internet users are more inclined to purchase a brand in response to advertising on their mobiles, according to new research from agencies Aerodeon and Millward Brown.

The mobile advertising agency and brand research agency partners claim that a study of 1,000 18-64 year old PC internet users in the UK is the first ever sector-specific research project into attitudes towards mobile phone advertising.

Nearly half of all regular mobile internet users use the medium to research big ticket items such as cars and holidays. The main barrier to adoption for non-users was found to be cost and a lack of knowledge about how to access mobile internet services.

The study was supported by sponsors across several key market sectors in digital advertising including Peugeot, Diageo, Sky, Nestle, More Th>n, Procter & Gamble and Orange.

The study aimed to highlight which products would benefit most from investment in mobile advertising and marketing, and which ad formats are used by consumers.

More than half of PC Internet users use the mobile internet, rising to 77% of 18-24 year olds. One in three mobile internet users browse at least once a week.

Seventeen per cent of respondents said mobile internet surfing makes consumers read fewer magazines and newspapers, but people who use mobile internet services use the internet on PCs more.