Online Publishers’ Study: Mobile Publishing Offers Rich Platform for Content and Advertising
Mobile Web environments have become a "compelling platform" for content and marketing as consumers increasingly watch and act upon advertisements they see on mobile devices, according to a new study from the Online Publishers Association.
The U.S.-based Online Publishers Association and TNS Media and Entertainment conducted more than 6,000 interviews for the survey, "Going Mobile: An International Study of Content Use and Advertising on the Mobile Web." The survey found that users tend to visit the same sites on their mobile devices as they visit online and are increasingly turning to mobile content for news, weather, sports, and stock quotes.
Other findings included:
- Seventy-six percent of all consumers in the U.S. and Western Europe have access to the Web on their mobile devices and one-third use it. The U.K. leads in usage at 54 percent, followed by the U.S. and Italy, both at 41 percent.
- Twenty-five percent of U.S. users expect to spend more time on the mobile Web in 2007.
- Forty-one percent of people who do not currently have Web access on their mobile devices plan to get it.
- One-third of mobile Web users said they will watch advertisements in exchange for free mobile content.
- Nearly one-in-ten users said they made a purchase based on a Web ad. Others said that based on a mobile ad they checked out a Web site (23 percent); requested more information about a product or service (13 percent); and went to a store to check out a product (11 percent).