A mere 10 percent of consumers that have viewed a mobile ad on a Web site or within an application claim that it drove them to buy online or visit a retailer in-store.
This was a key finding of a study conducted by Loop Analytics. A whopping 30 percent of respondents claim they were driven to download an application after tapping on a mobile banner.
“These findings imply that, similar to the digital Web or any other ad-based medium, consumers just aren’t keen on ads regardless of where they are seen,” said Edward Hunter, chief information officer of Loop Analytics, New York. “In mobile, however, consumers consider the device a more intimate and private connection to themselves, and are thus more likely to be driven away from brands whose advertising they perceive as intrusive or unfavorable to their mobile experience.