Mobile Ads Survey: Click Rates Not Increasing Significantly

Mobile advertising is a growing field. In fact, some expect mobile ads to surpass other, more traditional forms of advertising like print and radio within the year. How many people can mobile ads currently reach? And how much has that reach grown just within the last couple of years?

mobile ads

Mobile Ads

In Ask Your Target Market’s latest survey, 31% of respondents said they currently own multiple mobile devices with internet access. 39% own one internet connected mobile device. And 30% don’t own any. 78% of mobile users said that their device displays advertisements, either in apps or their mobile browser.

The amount of mobile devices has certainly increased within the last few years. In a February 2012 survey, just 9% of respondents owned multiple mobile devices. 45% owned one mobile device. And another 45% didn’t own any. And just 70% of mobile device owners said they had come across mobile ads.

User Opinions

So what do these users think of mobile ads? 57% of those who have come across mobile ads think they are annoying. 36% think they are intrusive. 11% think they are interesting and informative. 7% think they can be confusing or difficult to read. Just 6% think they are visually appealing. And 36% said they don’t really pay attention to mobile ads.

Advertising Reach

Just 18% said they have intentionally clicked on ads within mobile applications. However, 62% said they’ve clicked these ads on accident. Slightly more respondents, 22%, said they have intentionally clicked on ads within a mobile browser. And 53% said they’ve clicked on mobile browser ads on accident.

While there has been some increase in the amount of people seeing mobile ads, there doesn’t seem to be a big increase in click rates. In the February 2012 survey, 19% said they had intentionally clicked ads in mobile apps and 21% had intentionally clicked ads in mobile browsers.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: at&t advertisement o’hare from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on July 9 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.