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Millennials Pave the Way for a New Mobile Advertising Age

25 February, 16New research report highlights the remodelled brand opportunity on mobile

London, UK: Quantcast, one of the world leaders in applying the power of Big Data and analytics to digital and mobile advertising has today released independently commissioned consumer research titled: ‘Mobile + Me – The Remodelled Brand Opportunity’. The report has highlighted the millennial move to a mobile-first world and the opportunity it brings for brands and advertisers.

Assessing the influence of mobile advertising, the report reveals that 64% of consumers surveyed have been influenced to purchase by a mobile ad – a figure that rises to 80% among millennials. But, highlighting the importance of the tailored aspect of mobile advertising, 43% are more likely to buy from an organisation that sends them relevant advertising on their mobiles. While, despite mobile advertising’s prior reputation for spamming, intrusive ads, 76% of are more accepting of relevant ads on their mobile device.

“We know mobile advertising works when delivered in the right context and is relevant – it drives brand engagement. The report reveals the gap between the ads delivered to consumers and their high expectations from brand advertisers,” commented Matt White, UK Managing Director at Quantcast. “Consumer behaviour on mobile has evolved. With 45% of millennials using mobile devices to shop during their time spent relaxing, they have higher expectations of mobile ads and rightly so, demand more relevancy and creativity from brand advertisers.”

The report revealed that when consumer expectations are not met, they are disturbed during their “me time”. The lack of relevancy for consumers negatively impacts their overall perception of a brand. 51% of consumers found mobile advertising to be more intrusive than ads received on their desktop or tablet. However, when expectations are met, brands are rewarded. The research found 37% of millennials believe people’s awareness to brands is heightened by advertising on mobile devices.

Key trends from the report:

  • Consumers are using mobile devices to research purchases five times a day;
  • 50% of millennials use their mobile as a research tool;
  • Millennials make an average of two purchases a week through their mobile;
  • Almost half (48%) of millennials admitted they would be more influenced by more creative advertising

“The report clearly shows that the brand opportunity on mobile has been remodelled through consumer behaviour and interaction with their mobile devices. Today’s successful marketers are using data to identify consumers in the research phase, presenting them a clear opportunity to deliver relevant mobile advertising. In turn, driving awareness and direct response through a holistic desktop and mobile web ad strategy to influence behaviour,” concludes White.

Download the ‘Mobile + Me – The Remodelled Brand Opportunity’ report here.


About the report:

The research was commissioned by Quantcast and conducted by Censuswide, with 3,101 consumers in the UK, France and Germany with a mobile phone aged 16+ between 04/12/15 - 06/01/16. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.

About Quantcast

Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Through Quantcast Measure, we have unlocked the data generated by more than 100 million digital destinations, helping publishers and creators understand and grow their businesses in ways never before possible. With Quantcast Advertise, adaptive modeling and intelligent machines are utilized to help thousands of marketers around the world find and interact with customers anywhere they connect to the digital world. Our more than 700 employees are driven by the potential for big data to radically improve everyone’s connected experiences and transform the way we all make sense of the world.

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Media Contact

Mital Goel
Senior Communications Manager EMEA at Quantcast

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