According to Nielsen’s “The Mobile Consumer” report, 57 percent of smartphone owners in the U.S. get mobile ads at least once a day on their phones, while 24 percent get them weekly, 10 percent get them monthly and 8 percent get them less than once per month.
South Korea (78 percent), Turkey (74 percent), China (65 percent), Brazil (62 percent) and the U.K. (58 percent) each had more native smartphone owners say they get mobile ads at least once a day compared with U.S. smartphone owners. Meanwhile, India had only 30 percent of respondents say they get mobile ads at least once a day, while 39 percent say they get them at least weekly.
Nielsen also finds that smartphone owners in India are the least likely to be annoyed by smartphone ads. This seems to present advertisers with a no-brainer opportunity, but it’s worth noting that 80 percent of consumers in India use feature phones, while just 10 percent use smartphones.
The report finds that 50 percent of American smartphone users say they’re OK with mobile advertising so long as it means they can access content for free. Meanwhile, 36 percent say they’re more likely to click on a mobile ad that doesn’t take them outside of the app they’re in to another website.
A study from Forrester Consulting on behalf of Tapjoy in late 2012 found that while mobile apps are attractive grounds for advertisers, they should know that consumers are more likely to enjoy and give their attention to mobile ads that give them control and incentives.
According to eMarketer, global mobile ad spending hit $8.41 billion in 2012. This number is expected to rise 61.6 percent to $13.58 billion this year.
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