MediaPost Publications - Study: Biggest Barrier To Mobile Ads Is Unfamiliarity - 04/14/2008

In a new study, Forrester reports that 83% of marketers believe that mobile will become a more effective platform over the next three years. But at present, consumers' lack of familiarity with the format remains a barrier. For instance, only 7% of mobile users trust ads on their cell phones.
Still, the research firm suggests that advertisers look at the kinds of things people are using their phones for in addition to talking. Some 42% are text-messaging, nearly a quarter are exchanging picture-messages, and 15% are using mobile e-mail.
Furthermore, almost one-third have interacted with some type of marketing on their phones, which Forrester calls a "sizeable minority" that will grow as mobile is increasingly added to the digital mix. Despite frequent claims of high click-through rates for mobile, however, only 1% said they had clicked on a banner ad while browsing on their cell phones, according to Forrester's data.

MediaPost Publications - Study: Biggest Barrier To Mobile Ads Is Unfamiliarity - 04/14/2008

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