Mobile devices are crucial to brand interaction

Smartphones and tablets are increasing user interaction with ads, according to a recent study by the Interactive Advertising Bureau (IAB).

Almost half (47%) of tablet owners and a quarter of smartphone users interact with ads at least once per week, with the vast majority likely to take action (89% and 80% respectively).

Actions included receiving a coupon (51%), researching a product (49%) and making a purchase (46%).

Those ads which are more detailed, including information such as location, a product search facility, or from users’ favourite brands, were more likely to encourage interaction.

A total of 1,115 smartphone and tablet owners in the US were surveyed. The study even tested ad responsiveness across smartphone and tablet platforms, with iPhone and iPad users more likely to make purchases than those with Android devices.

The research also covered smartphone and tablet usage in the home, where the majority of mobile activity occurs.

Interestingly a quarter said they were watching less TV (24%), while 32% admitted to not reading print news or magazines as often.

This compares to figures of 14% and 17% for those who professed to doing both activities more.

Around 70% of smartphone and 80% of tabloid users made purchases on their devices, while men are more likely to respond to tablet ads than women.

Anna Bager, vice president and general manager at IAB’s mobile marketing centre of excellence said: “Both tablet and smartphone users show an impressive interest in mobile advertising.

“The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly.”

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