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Native Mobile Experience More Effective Than Banner Ads: Study

  |  July 30, 2013   |  Comments   |  

The study suggests three ways that marketers could use native mobile experiences to reach their brand's target audience with Asia-Pacific leading the trend in some instances.

Voucher codes, QR codes, and brand mobile websites are said to drive the most engagement from consumers compared to mobile banner ads, according to a study by media agency Initiative.

The study reveals native mobile experiences - activities that can only happen on mobile - yield the most engagement in click-throughs, downloads, and interactions as illustrated in the chart below.

clickthroughs-downloads-interactions-with-touchpoints

The latest Mobile Experience Study is part of a worldwide research across 13 markets from Australia, Brazil, China, India, South Korea, U.K., and U.S. that examines how advertising fits into consumers aged 18-54 using smartphones.

It suggests several ways how and where marketers could use native mobile experiences to reach their brand's target audience, with Asia-Pacific leading the trend in some instances.

Embrace New Mobile Mindsets

According to the study, consumers in Asia-Pacific are more likely than the rest of the world to view and share videos when bored.

viewing-and-sharing-videos-while-passing-time

Compared to a similar study in 2010, this behavior is reported to have nearly doubled.

The study suggests to marketers that bored mobile consumers are most receptive to share your video across their social circles to pass time.

Multi-taskers, particularly young consumers, are increasingly using social media to discuss TV shows and ads through their phones.

Fifty-four percent talk about TV shows online. Twenty-two percent of these TV talkers do so more than once a week and 58 percent of them discuss brand ads online.

Mobile Browsing Leads to Purchase

The more consumers browse on mobile, the more they shop from the device, the research claims.

mobileshopping

Again, Asia-Pacific with China, India, and Japan lead the world in mobile browsing and shopping compared to its European counterparts.

The categories they're likely to browse include clothing, groceries, home electronics, and mobile phones. While they're more likely to buy apps, books, music, and clothing via their smartphones.

However, more than half (52 percent) of smartphone shopping is done while consumers are relaxing at home, typically in the evening. The study suggests that brands could promote their shareable content and build a relationship with consumers in this context.

Nonetheless, almost half of all research and price comparison happens in-store with QR codes, comparison sites, and coupon/voucher sites increasingly accessed via smartphones.

Connectivity

Digital social behaviors such as instant messaging (79 percent) and social networking (41 percent) are migrating from laptops to smartphones. Users are also spending 58 percent of their time connecting digitally to other people via their smartphones compared to desktops (37 percent).

Social apps are found to be the "stickiest." Seventy-one percent have a branded social app on their handhelds, 67 percent use it daily, while close to half check it several times a day.

Social gaming has also increased. Forty-four percent play games at least once a day and 36 percent played with someone else on their smartphones.

For retailers, the study showed 25 percent of consumers regularly post updates or comments on what they're buying and 26 percent will regularly take a picture to share with friends.

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ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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