Feeds

Brits obey mobile ads, says mobile ad biz

Half the population admit their phone rules their wallet

High performance access to file storage

Nearly half of punters polled in a survey reckon mobile ads are influencing their purchasing decisions, and 63 per cent have bought stuff on their phones - says the company supplying the ads.

That's according to InMobi, which describes itself as "the largest independent mobile advertising network". It asked a thousand Brits if they liked mobile adverts and concluded that "archaic perceptions of mobile advertising being intrusive are long gone". The survey found that 48 per cent of the sample admitted that tiny banners help them decide what to buy, and the vast majority are already shopping on their phones.

Apparently a fifth of those polled will happily spend £20 on their phone, while over a quarter will risk £50 on the mobile network, which is strange given that modern smartphones are considerably more secure than the desktop computers over which people will happily spend thousands of pounds.

The majority of mobile purchasing is still digital goods - such as Kindle ebooks and music files - not to mention all those copies of Angry Birds et al. Yet 34 per cent insist they're buying physical goods in their phones, while around a quarter are paying bills and a similar number buying services.

Those figures are the most useful, as InMobi admits its sample "was focused on those who use mobile media including native apps and mobile websites", so it would have been more surprising if they'd found no one shopping on the move. It also means that InMobi's conclusion, that mobile adverts were very nearly as effective as TV advertising, can't really be applied outside that demographic.

Which is a shame as there's a lot resting on the expected success of mobile ads, not least the profitability of Facebook. InMobi's figures seem to bear out the most-optimistic predictions, and if they do apply to the rest of the population then that's fine, but if not then mobile-phone advertising isn't going to fund all that mobile content and we might just have to start paying for content as well as stuff. ®

High performance access to file storage

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
Skype pimps pro-level broadcast service
Playing Cat and Mouse with the media
Beat it, freetards! Dyn to shut down no-cost dynamic DNS next month
... but don't worry, charter members, you're still in 'for life'
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.