The Mobile Marketing Association, MMA, through the partner company Qustodian, has conducted a survey among its users to ask them what they think about mobile advertising and how they think it could be improved.
The study was prepared in conjunction with the work of the Commission on Advertising Formats of MMA and the preparation of the guide: ‘Mobile Advertising. Beyond the Online ‘to be released in the next few days.
The study on the perception of mobile advertising among users of Qustodian, has been drawn up with a sample of 1,200 users. The conclusions drawn are a very interesting reflection to continue developing mobile advertising.
To the question about how the advertising that is currently seen on mobile phones is valued, 87% of respondents rate it as good, very good or excellent, while only 13% consider it negative or very negative.
When asked about the usefulness of the advertising they see on the mobile, 50.42% perceive it as very useful or often useful. Perhaps, and as a point of improvement, it should be noted that 37.35% indicates that it is only sometimes useful, something that should lead us to think of strategies where the personalization of the message and products are further exploited. The mobile has incredible potential for it.
As for the most attractive advertising formats for them, 46.63% are positioned in favor of the video, somewhat boosted mainly by improving Internet access connections from mobile phones and tablets. Second, applications are valued, the gateway to many value-added services, with 39%, followed by text links, with 33%. It completes the set of preferred formats with QR codes (22.66%), banners (18.68%) and games, tied at 18%.
We continue the survey with a highly discussed issue in the sector: are users willing to pay for websites or apps on the mobile to access content if they do not receive advertising? 61% clearly say no, while only 1 in 10 shows willingness to pay. 26.78% of users surveyed show their readiness to pay, but only if it entails access to exclusive content.
To the question of if they had made any of the options proposed, these are the conclusions: 76% acknowledge having seen an advertising video; 52% have completed a form; 46% have clicked on a banner; While 32% have bought a product. Only 7.41% have indicated that they have not performed any of the above actions.
It is perceived that users see in mobile advertising a way to access useful content, especially video, and how in their different formats, advertising actions have a high percentage of interaction, either visibility or clicks.
The last question wanted to know if they remembered three brands that they had seen in recent months through advertising actions on the mobile.