Survey: Mobile ad relevance depends on age of user

Survey: Mobile ad relevance depends on age of user

Summary: Smartphone users are seeing more mobile ads, but whether these pitches are deemed relevant depends on age.

TOPICS: Mobility

Mobile Internet usage doesn't cannibalize PC usage. Google's PC search dominance carries over to mobile. And users see more mobile ad, but whether these pitches are deemed relevant depends on age.

Those are some of the takeaways from a Bernstein Research survey. Jeffrey Lindsay conducted a survey of 360 smartphone users as a follow up to his research on mobile advertising.

Among the high level findings:

  • 67 percent of respondents said that smartphones increased their Internet usage for personal use and 45 percent said work related usage rose.
  • 95 percent of users use the same search engine for the PC and mobile.
  • 37 percent of respondents say they are clicking on more paid search links and seeing more display adds. Users 18 to 34 found mobile ads to be more relevant than their PC counterparts. Older users panned mobile ads across the board.

The latter point is the most interesting and sheds some light on Google's purchase of AdMob. Google's ad business could get a nice boost from mobile even if the market today is small.

Here's the breakdown of mobile ad perceptions based on age groups:

Simply put, mobile ads are a young user game for now.

Topic: Mobility

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  • Stuff

    When you are young and don't have stuff it is fascinating to see all the stuff you can get. When you are old and have too much stuff you don't want that. When you are old you are more aware of the value of time and you don't want to waste it waiting for a commercial to download.
  • a well-targeted ad will be relevant to any age group

    Surely a mobile ad can be relevant to any age group, if it is targeted correctly. With mobile as opposed to Internet, ad networks know a lot more about the user, so there?s much less need to do machine gun advertising ? i.e. advertise run-of-network and hope for the best. Even a blind network like AdMob offers considerably more targeting than its online cousins. If you want to know more about mobile ad networks, may I recommend this guide to mobile ad networks: