Survey Reveals Growing Opportunities for Mobile Advertising
SAN FRANCISCO, June 26 /PRNewswire/ -- According to a new survey
released today by Ingenio, Inc.(R), more than four out of five U.S. adults
surveyed (85 percent) currently own a mobile phone(1) compared to only
about seven in ten (71 percent) who have a landline or home phone. Of the
overwhelming majority of U.S. consumers that own a mobile phone, the study
finds that only a minority of mobile phone owners (30 percent) can recall
seeing or hearing an advertisement on their mobile phone in the past year.
The research, conducted by Harris Interactive(R), strongly suggests that a
dominant advertising model that caters to a growing demographic of mobile
phone users has yet to emerge.
"Mobile advertising is one of the most intriguing business
opportunities today," said Marc Barach, chief marketing officer, Ingenio,
Inc. "Advertising on the Internet, especially pay-per-click ads served up
with search results, grew to a multibillion dollar industry within a few
short years. Though the mobile environment is clearly different from the
PC, it presents a similar opportunity for new ad models provided that they
are adapted to the specific needs of mobile users."
The survey was conducted online among 4,123 adults 18 and over in the
United States. The research was commissioned by Ingenio, Inc., the pioneer
and leading provider of Pay Per Call(R) advertising, to gather a better
understanding of peoples' attitudes towards, and usage of, their mobile
phones.
Mobile Advertising
Nearly two-thirds of mobile phone owners (63 percent) agreed that their
phone is very personal to them, and they also expressed preferences
regarding the kind of mobile ads they found acceptable. Survey results show
that the most favorable response was to sponsored text links that appear as
a result of Internet searches (26 percent), confirming the value of
returning ads relevant to the consumer's search query. This was closely
followed by audio ads that play instead of ringing when waiting for someone
to answer a call (21 percent), or a text message from a company (20
percent) as the type of mobile ads rated at least somewhat acceptable by at
least one in five mobile phone owners.
The future for mobile advertising looks promising based on a wide
variety of survey findings, including the use of cell phones for more than
just making and receiving phone calls. When asked about their current and
anticipated cell phone use, about half of mobile phone owners (49 percent)
indicated that they are already using their phones for more than just
calls, including sending and receiving text messages (36 percent), and
taking, sending and receiving photos (24 percent).
(1) For the purposes of this survey, mobile phones are defined as a cell
phone and/or smart phone.
Demographic Usage
Younger adults are significantly more likely than their older
counterparts to own a mobile phone than a landline: among adults ages
18-34, 89 percent own a cell phone or smart phone, but only 57 percent have
a landline. Additionally, younger mobile phone owners are considerably more
likely to use their phones for more than just phone calls (74 percent of
adults ages 18-34 versus 20 percent of those ages 55 and up) and men are
more likely than women to use their phones to check email, access the
Internet for something other than search and download, and find information
using a search engine.
The survey also found that over the next three years, more than half of
mobile phone owners (57 percent) anticipate using their phones for more
than just making and receiving phone calls with younger mobile phone owners
more likely than their older counterparts (75 percent of those ages 18-34
versus 33 percent of those ages 55 and up).
Top Mobile Search Categories
Finally, among those who have ever called 411 from their mobile phones,
commercial (74 percent) and restaurant (72 percent) phone and address
listings are the most frequently sought after types of information. This is
inline with Ingenio, Inc. data that "impulse" local searches for
restaurants, entertainment services and hotels currently make up two-thirds
of Pay Per Call ads served on its mobile network, while the other portion
is comprised of "considered" searches such as debt management and real
estate. However, parallel to mobile users' stated intent to use their
phones for more than just making/receiving calls in the future, mobile
searchers have been shown to make more "considered" searches, for financial
and real estate services, for example, and Ingenio is seeing steady growth
in queries for these categories.
"An inherent difference between the mobile and PC environments is that
mobile searchers want to find information and then immediately act on it,"
said Barach. "The mobile environment lets advertisers reach consumers at
the point of decision, and an advertising model that connects the two when
intent is at its highest will do for mobile what clicks did for the web."
About the Survey
This survey was conducted online within the United States by Harris
Interactive on behalf of Ingenio, Inc. between March 29 and April 2, 2007
among 4,123 adults (aged 18 and over). Figures for region, age within
gender, education, household income and race/ethnicity were weighted where
necessary to bring them into line with their actual proportions in the
population. Propensity score weighting was also used to adjust for
respondents' propensity to be online.
With a pure probability sample of 4,123, one could say with a
ninety-five percent probability that the overall results would have a
sampling error of +/- 2 percentage points. Sampling error for data based on
sub-samples may be higher and would vary. However, that does not take other
sources of error into account. This online survey is not based on a
probability sample and therefore no theoretical sampling error can be
calculated.
About Ingenio, Inc.
Ingenio, Inc. empowers businesses and individuals to create new revenue
opportunities through voice-based e-commerce services. The Ingenio(R) suite
of voice-commerce applications, including Pay Per Call(R), Live Advice, and
Ether(R), are all designed to help the services economy flourish online,
and have connected millions of buyers and sellers around the world. Pay Per
Call advertising is the industry's first pay-for-performance advertising
system that delivers phone leads to businesses via its multi-channel ad
network that includes Web and mobile search, online directories, free
directory assistance, and more. Live Advice and Ether(R) applications allow
users to earn per call by selling their knowledge and expertise via the
Internet. Founded in 1999, Ingenio, Inc. works with top-tier customers and
partners including AOL, InfoSpace, Microsoft and many other leading
companies. For more information, please visit http://www.ingenio.com.
Ingenio(R), Pay Per Call(R) and Ether(R) are registered trademarks of
Ingenio, Inc.
About Harris Interactive
Harris Interactive is the 12th largest and fastest-growing market
research firm in the world. The company provides innovative research,
insights and strategic advice to help its clients make more confident
decisions which lead to measurable and enduring improvements in
performance. Harris Interactive is widely known for The Harris Poll, one of
the longest running, independent opinion polls and for pioneering online
market research methods. The company has built what it believes to be the
world's largest panel of survey respondents, the Harris Poll Online. Harris
Interactive serves clients worldwide through its United States, Europe and
Asia offices, its wholly-owned subsidiaries Novatris in France and
MediaTransfer AG in Germany, and through a global network of independent
market research firms. More information about Harris Interactive may be
obtained at http://www.harrisinteractive.com.
Media Contacts:
Ruben Osorio
Ingenio, Inc.
Phone: (415) 248-4029
Email: ruben@ingenio.com
Lisa Revelli
Ingenio, Inc.
Phone: (415) 248-4034
Email: lisa@ingenio.com
SOURCE Ingenio, Inc.
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Related links:
http://www.ingenio.com
http://www.harrisinteractive.com
CONTACT:
Ruben Osorio, +1-415-248-4029,
ruben@ingenio.com, or Lisa Revelli, +1-415-248-4034,
lisa@ingenio.com, both of Ingenio, Inc.
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