It’s hard to ignore smartphones, however, it appears that smartphone users are trying to ignore ads on their smartphones. While just under 2/3 rds of smartphone users admit to clicking on ads, the majority of clicks were accidental. In a very interesting study on mobile advertising conducted by PWC, only 15% of smartphone users indicated that they clicked on a mobile ad intentionally, versus 49% that said they had done it unintentionally. Small screens lead to lots of accidental clicks.
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The big takeaway: Smart phone users don’t like ads on their screens and most won’t click on them on purpose.
Smartphone Users Do Like Coupons!
The study suggested that mobile users do use their phones to get and find coupons. Perhaps the best way to reach mobile users, is through coupon sites like Yowza that allow local merchants to send out one coupon offer per month for free, or RetailMeNot (which is more designed for big advertisers but allows users to share coupons).
Since we are on the topic of mobile, I would be remiss if I didn’t mention the Fit Small Business article on mobile marketing.