Mobile ads less influential with American consumers, Nielsen says

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.

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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

Related:

Topics: Laptops, Hardware, Mobility, Smartphones, Tablets

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2 comments
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  • I hope they're not going to spam phones with

    Stupid ads. I better not start getting text message ads. That is something I would get a lawyer involved with.
    Jumpin Jack Flash
  • I have been using the Internet since 1991

    I can honestly say that I have never clicked on an add and bought something as a result. In fact, I look away from the screen when video adds are on and mute the sound. As far as adds on the screen, I don't look at them at all. I could not even tell you what adds are on a screen 2 seconds after I left that screen as I don't even see them.

    I know adds need to be there in order to make many web sites available & free. But I get my information from other sources such as forums, blogs/articles, news etc.
    tgschmidt