Mobile ads less influential with American consumers, Nielsen says

Summary:Despite a strong consumer culture, Americans were found to be the least likely to make a purchase on their smartphones after viewing an ad, according to new research.

Tablet and smartphone owners in Germany, Italy and the United Kingdom were found to be more likely than their American counterparts to make a purchase online after seeing mobile ads, according to new research from Nielsen.

In fact, Americans were found to be the least likely overall to make a purchase on their smartphones after viewing an ad.

At the very most, only 20 percent of American smartphone owners made a purchase online via PC after seeing a mobile ad, compared to 34 percent in Germany.

One might assume that being able being able to purchase a product directly on the smartphone after seeing the mobile ad might be really enticing given the expected simplicity and speed with this method.

Yet, only 4 percent of American smartphone owners did this, and that number climbed to only 8 percent for tablet owners.

These results might come across as quite surprising considering how prevalent the consumer culture is in the United States.

There are a few possible themes at play here. For one, it's worth asking if whether or not Americans are just jaded from being inundated by advertising everywhere they look.

Or, perhaps the mobile advertising world hasn't figured out how to properly target American audiences just yet but have struck stronger chords in Europe.

Image via Nielsen Wire


Topics: Laptops, Hardware, Mobility, Smartphones, Tablets


Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider,, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for, Irish Americ... Full Bio

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