Women are more inclined to click on text-based mobile ads while men are more likely to be lured by video marketing messages, according to a study of U.K. users from Tickbox, a London-based market research firm.
The survey, which was commissioned by mobile media publisher MoMac, found that text ads are the most effective mobile advertising format, favored by 56% of wireless users. Sixty percent of women preferred text ads, according to the study, while only 47% of men opted for the links.
Picture or banner ads were the second-most popular format, favored by 29% of all users, while nearly one-quarter of males cited video advertising as the favorite method. Only 12% of females preferred video ads. Unsurprisingly, 16- to 24-year-olds preferred video by a nearly two-to-one ration over users older than 55.
Younger users also preferred to view ads in exchange for content, while more than half of users 45 and older opting to buy content a la carte. And 54% of females preferred the pay-per-download mode compared to 41% of men, who were more accepting of mobile ads.
Tickbox surveyed 1,400 U.K. mobile phone users for the study.
“The research shows that brands and media companies must think carefully about who their primary targets are before they decide how to deliver both their content and advertising campaigns,” said MoMac executive Sham Careem. “Different demographics will respond better to different methods of advertising, and the key to a successful campaign will be ensuring that the format matches the target audience.”
Source: RCR Wireless News
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