If You’re Considering Mobile Ads, Think Twice Before You Use Them in the U.S. [Research]

By now, you’ve caught on to the idea that mobile media is the next wave you’ll need to jump on to keep your business (especially entertainment business) viable.

A great blog post on TheWrap.com discusses a recent mobile media study of 7,000 people ages 13 to 74 by Ipsos Open Thinking Exchange (OTX) that reveals people are now spending literally half their day interacting with media, increasing their consumption an hour per day for two years now. 

Laptops, smartphones, eReaders, tablets, and even Internet-enhanced gaming consoles have evolved our entire culture, which leaves you with quite a vast hunting ground for your target consumer, which always forces you to revisit your marketing plan. 

Advertising and marketing has had to evolve with the changing culture, and naturally moved to mobile. I for one can say it’s a bit annoying to deal with ads that appear between game rounds on my iPod Touch.

Is that kind of advertising really necessary?

Well, if you feel mobile advertising is necessary for you, you’d better not blindly dive headfirst into starting with the U.S. and Canada.

You might end up a billboard in the desert.

Less Patience for Mobile Ads in North America

Researching age and location is key to any marketing plan, but appears especially essential in the mobile world.  

According to Ipsos OTX, only 18% of mobile users in the U.S. and Canada view mobile ads, which, despite our highly developed nations, is far less compared to other nations.

Age is an especially important mobile advertising factor in the U.S. If you’re going to market here, stick with the younger crowd – 45% of consumers ages 35 and younger are likely to read the ads, whereas only 32% of consumers ages 50-64 do.

For better success, run mobile ads overseas.

51% of people in the rising BRIC nations (Brazil, Russia, India, China) are more likely to read your mobile ads.

The Middle East, Africa, and Latin America are even more receptive, with 54% of mobile users likely to read your mobile ad.

While North America has a wider audience because of how many people own mobile devices here, the exposure may prove pointless if few people will actually read it. You may be better served in places that have a greater guarantee of eyeballs actually reading your advertising.

Besides, going global is a far-off goal for many entrepreneurs, right? 

For More Information

If you're interested in reading more about this study from TheWrap.com, you check out this article or this one

If you prefer to go straight to the source, you can view and download Ipsos OTX's killer infographic here

P.S. If you dig mobile media research, start snooping around on the Agents of Change Conference 2012 blog. I recently submitted a guest post pitch to them about the latest Internet trends report done by Mary Meeker of Kleiner Perkins Caufield Byers (KPCB) which will be posted there pretty soon. :)

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