12/7/12
Online Americans are most receptive toward ads on television, in magazines and newspapers, and on the radio, according to Millward Brown. More than a quarter have very or somewhat favorable views of online marketing efforts such as localized/tailored deals, opt-in emails, and brand posts in social media newsfeeds.
Tablet users are more receptive than smartphone users to most mobile marketing and advertising formats.
Mobile users are most interested in receiving content or communications from restaurants in their areas, retail stores, and food brands.
Mobile device owners are most receptive to receiving mobile coupons, free tools such as shopping lists or alerts, information based on their interests (such as recipes), and location-based information (such as promotions at stores nearby).
More than a third of mobile users (34%) say offering mobile coupons and deals can even improve their opinion of a brand. The most important features of mobile websites are quick loading (59%), displaying clearly on the device (50%), and being easy to locate via mobile search (32%). The most important features in a mobile app are being free to download (56%), being stable/not crashing (53%), and downloading quickly (42%). Nearly four in 10 smartphone users (38%) and tablet users (38%) have used only half of their apps in the past 30 days.
Four in 10 smartphone owners and 34% of tablet owners say they’ve used hardly any in that time. Tablet owners are more likely than smartphone owners to have used most or all of their apps in the past month (28% versus 22%).
Apps account for a larger proportion of tablet use than of smartphone use.
SOURCE: “AdReaction 2012 – U.S. Report: Marketing in the Mobile World,” Millward Brown, Joline McGoldrick, Research Director, Dynamic Logic, 11 Madison Ave., 12th Fl., New York, NY 10010; 212-844-3700; joline.mcgoldrick@dynamiclogic.com; www.millwardbrown.com. Price: Available online at no charge.
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