Facebook’s latest acquisition, mobile chatting app WhatsApp, has stirred some controversy because of its stance on mobile advertising. The app has thus far been opposed to including any ads on its platform, but has recently backtracked a bit to open up the possibility for ads in the future. Do consumers care that much about ad-free mobile apps? What are their general opinions about mobile advertising?
In Ask Your Target Market’s latest survey, 34% of mobile users said that they often come across advertisements on their phone or tablet. Another 43% said that they sometimes come across ads on their mobile devices. 12% said they rarely come across mobile ads. And just 11% said they never see ads on their mobile devices. Those numbers haven’t increased much since an April 2013 survey, when 34% said they often saw ads on their mobile devices, and 37% said they sometimes came across mobile ads.
So the majority of mobile users are fairly used to seeing advertisements. But what do they think of them? Just 14% of those who have seen mobile ads said they like them. 23% said that they dislike mobile advertisements. And 63% said they do not pay attention to mobile ads.
But whether they like them or not, their reach is what’s really important. However, just 3% of mobile users said that they often click on mobile ads. 21% said they sometimes click on mobile ads. 38% said they rarely click on mobile ads. And 39% said they never click mobile ads.
Mobile ads can be included in apps or just in a mobile browser. If WhatsApp does start an advertising program it would mean dealing with in-app advertising. Would this lead to any decrease in users? Just 9% of respondents said that they would never use an app that included advertisements. 44% said they wouldn’t use apps with a lot of ads. 31% said that advertising would only prevent them from using a particular app in very extreme cases. And 17% said that advertisements would never prevent them from using mobile apps.
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.
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 March 9 via AYTM’s online survey panel.