The Center For Media Research posted an interesting report titled "Mobile Internet Engagement and Ad Clickthroughs Out of Sync" showing how various mobile devices relate to click-through rates of display interactive advertising...
|
Mobile Internet Browsing & Clickthroughs |
|
Smartphone Systems |
% Hits |
Clickthrough Rate (% of browsing, rounded) |
|
iPhone |
66% |
0.30% |
|
Other |
24 |
0.92 |
|
Windows CE |
2 |
0.61 |
|
Palm |
2 |
0.89 |
|
Android |
6 |
0.45 |
|
Total Mobile |
|
0.48 |
|
Source: Chatika, September 2009 |
"When mobile Internet users were asked to identify the top three elements that most influence their decision to return to a mobile Internet site, they reported:
The speed at which the site loads
The ease of navigation on the site
The quality of the content on the site itself "
The report goes on to say...
"The clickthrough rates, says the report, are certainly lower than expected, given the industry's general consensus that mobile users are more likely to click ads. Possibly, concludes the study, because the ads displayed on mobile devices are the same as the ones displayed to non-mobile, rather than comparing standard online advertising with mobile-oriented ads.
However, concludes the report, though "... (though) mobile accidental clicks are more relevant than in non-mobile ad serving, it appears that mobile Internet users are disinterested in advertising at an extremely high rate... "
We all know what kind of time we spend online and how it has changed our lives, but think about all the time you have your mobile device with you, your cell phone travels everywhere you travel. We need to be smart about the type of advertising we push to the mobile platform so it engages the audience and delivers return for our clients.