A Dartmouth researcher’s study sheds light on the mobile Web and app users who don’t click on ads. On a high level from the study, here are the top seven reasons they steer clear of the ads on smartphones and tablets (with some Adweek commentary thrown in).
1. The screen is too small, per 72 percent of survey participants. Mobile marketers everywhere will want to bang their heads against the wall over that one. And for tablet marketers, the researcher believes most respondents were thinking of their smartphone usage more so than their time on an iPad or Nexus 7.
2. People are just too busy for ads, according to 70 percent surveyed. You mean on-the-go consumers don’t have time to kill? No shocker here, either—outside maybe actually not being No. 1.
3. After tapping an ad and going to the landing page, 69 percent of respondents hate it that they cannot easily return to the content they were reading or watching. This interfacing problem can probably be successfully addressed by technologists, can’t it?
<st! rong>4. Too hard to get online with cell phones, said 60 percent. There’s a 3G joke in here somewhere.
5. Per 54 percent, it’s too frustrating when mobile consumption is interrupted. From TV to T-Mobile, some things never change.
6. Ads take too long to load, stated 53 percent. Once again, this one seems fixable long-term on a technological level and can probably be creatively circumvented in the meantime.
7. Consumers are just not in the mood for ads, said 42 percent. Fantastic marketing content could change this attitude, couldn’t it?
At the same time, Praveen Kopalle, the Dartmouth marketing professor who put together the study, came to a bevy of other mobile-versus-Web-consumption findings. Many of them suggest that while mobile marketers have more opportunities to craftily target ads, they better hit on-the-go consumers’ sweet spots because those folks won’t be paying attention for very long.
Facebook has vaulted past its competitors to control 18.4 percent of U.S. mobile display ad revenues.
The smartphone industry is at an interesting point in time. In 2007, Apple’s iPhone practically invented — or re-invented, if you will — the current smartphone age with a full capacitive touchscreen and support for mobile apps. Google Android followed in 2008 and although it was slow to catch up, is relatively on par with iOS in terms of usability and app support.
Can Microsoft and RIM succeed where others have failed?
These incumbents — Apple and Google’s Android partners — account for 89.9 percent of smartphone sales as of the third quarter of 2012, per IDC. Some alternative platforms, such as Palm’s webOS and Nokia’s Maemo software, entered the market only to disappointingly disappear: webOS is now an open-source platform and Maemo became MeeGo, which Nokia abandoned when it chose to use Microsoft’s Windows Phone software. Windows Phone has been around for two years but has relatively little in the way of sales to show for it.
It’s no secret that emerging markets are producing an increasing number of millionaires each year.
The Financialist, Credit Suisse’s digital magazine about business and economies, recently released a Global Wealth Report which looked at personal wealth around the globe. The report found that in the next five years more and more millionaires will come from countries in the developing world, such as Brazil and China.
By 2017, China, which currently has 964,000 millionaires, will have 1,901,000 millionaires—a growth of 97 percent, according to The Financialist. And Brazil, which currently has 227,000 millionaires, will have 497,000 millionaires by 2017—a growth of 119 percent. Russia and Malaysia will also see their numbers of millionaires grow over the next five years with a growth of 109 percent and 108 percent respectively.
See the full infographic below.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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