Men More Mobile Minded

Consumers show significant interest and participation in mobile advertising, according to a new survey by Hipcricket. The survey found:

• 46% of smartphone owners have viewed a mobile ad;
• 64% have completed at least one purchase as a result of mobile advertising;
• 45% of respondents have referred a product or service to a friend as a direct result of mobile advertising.

Although women expressed more interest in receiving mobile coupons (44% vs. 40% for men), men were more likely to redeem mobile coupons (35% vs. 27% for women) and more likely to make a purchase as a result of a mobile ad (68% of men vs. 58%). Men also were more likely to refer a friend as a direct result of a mobile ad (52% of men vs. 37%).

However, an overwhelming 74% of all survey respondents said their favorite brands have not advertised to them on their mobile devices, representing significant missed opportunities for marketers.