Kantar Media's Compete, today released research showing that smartphone users have better recall of in-app ads than ads they view while browsing the web using their mobile browser. The findings, part of Compete's Q1 2011 Smartphone Intelligence survey, show that 52 percent of all smartphone owners recall ads they encounter in mobile apps. That number drops to 40 percent when asked about ads encountered while surfing the mobile web. And the disparity is even greater among iPhone users, with 65 percent recalling in-app ads and only 33 percent recalling mobile browser ads.
Overall, considering both in-app and mobile browser ads, Android users have the highest mobile advertising recall, with 55 percent reporting they've seen some form of mobile advertising. For iPhone users, that number drops slightly to 51 percent. Only 22 percent of BlackBerry owners recall some form of mobile device advertising.
Recall of text messaging/SMS ads is lower still among smartphone users. Just over one quarter (27 percent) of iPhone and Android users recall receiving a text message/SMS ad.
"This data is important as advertisers and app developers, among others, contemplate the evolving mobile advertising opportunity," said Danielle Nohe, director, technology and entertainment for Compete. "If the behaviors of iPhone and Android users, who have more experience interacting with different forms of mobile advertising, are indicative of where the industry is headed, we're starting to see what forms of advertising could be most effective moving forward."
Overall, considering both in-app and mobile browser ads, Android users have the highest mobile advertising recall, with 55 percent reporting they've seen some form of mobile advertising. For iPhone users, that number drops slightly to 51 percent. Only 22 percent of BlackBerry owners recall some form of mobile device advertising.
Recall of text messaging/SMS ads is lower still among smartphone users. Just over one quarter (27 percent) of iPhone and Android users recall receiving a text message/SMS ad.
"This data is important as advertisers and app developers, among others, contemplate the evolving mobile advertising opportunity," said Danielle Nohe, director, technology and entertainment for Compete. "If the behaviors of iPhone and Android users, who have more experience interacting with different forms of mobile advertising, are indicative of where the industry is headed, we're starting to see what forms of advertising could be most effective moving forward."
Compete. 16 June 2011. <http://www.competeinc.com/news_events/pressReleases/283/>.
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