Mobile Path to Purchase
2014 US Study
Ad Receptiveness, Engagement
Advertisements allow us to raise awareness, inform consumers, offer deals, and drive shoppers in store. As technology and consumer reliance on mobile grows, mobile advertisements are becoming more sophisticated and offering users value for interacting with the advertisements in the form of coupons, easy contact info, or local relevance. In fact, this year we found that consumers were 113% more likely to say that ads were informative or helpful than they did just a year ago.
In this report, we explore mobile consumer behavior related to interaction with mobile advertising in order to help brands and businesses understand how to make their campaigns not just more memorable, but more meaningful.