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Do Mobile Ads Work Now?

Why Do People Not Click On Mobile Ads

Analysts from Dartmouth College published a study about the fact that users of the mobile Internet and mobile applications in general, do not specifically click on pop-up banner ads there. They revealed 7 main reasons why it is so.

200 Americans took part in the survey, the average age of mobile content consumers is 30 years, the average income - 52,500 thousand dollars a year, and 37 % of them have a university education.

1) The screen is too small. 72 % of the respondents chose this reason. And marketers working in mobile marketing sphere have nothing to do about it. It should be noted that we are talking about smartphones, not tablets.

2) Noone has time to click ads, at least 70% of respondents don't. Those who access the Internet literally "on the go" don't have time to waste on advertising.

3) 69% of respondents are simply irritated by the situation when after a click on an advertising banner they cannot easily go back to the content they were viewing before.

4) To 60% of the respondents it is simply hard to surf the Net using their mobile phones.

5 ) 54% of respondents do not like the "commercial breaks" as a phenomenon and they generally will not click on them. Here Mobile marketers just have to thank TV ads for that.

6) 53% of respondents claim that ads are too long to load.

7) 42% said that it is all because marketers make bad advertisement. It's all clear - make cool content and reduce that figure!

Praveen Copal, a marketing professor at Dartmouth, who made this study has made a number of conclusions based on these results. For example, he believes that mobile marketers need to fully enjoy all the features of a mobile ads targeting and to use the users' attention effectively.

Mobile users use their mobile devices (smartphones / tablets) about eight times a day for a short 15-minute sessions to enter the Internet, while computers and laptops users, for comparison, surf the Internet a couple of times per day, but for two hours at a heat.

There is a term  - duration of undivided attention (DUA, ratio of the user's attention to any content). Ironically, on mobile devices this ratio was 47.5 % higher than in the "ordinary" Internet. But it is too early to rejoice - this high figure DUA has no relation to advertising.

The study of Dartmouth still brings good news for mobile marketers - tablet and smartphone users delve into the content stronger than computer users. 63% of respondents believe that mobile content attracts stronger. Thus, the idea is quite reasonable that the first-class advertising content for the mobile Internet will change the situation  and everything will be all right.

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