4 in 10 Pay More Attention to Video Ads
Although just 11.5% of the respondents said video makes them more likely to pay attention to an ad, slightly more than 4 in 10 said that are more likely to pay attention to a video ad versus a standard on their device. The most popular reasons given by respondents for paying more attention to video ads are that they are more likely to grab their attention (51.3%), they are more enjoyable than standard ads (34.5%), and that many do not let them click away until at least part of the ad has been viewed (30.4%).
Banner Ads and Sponsored Stories Most Regularly Noticed
Further data from the Prosper Mobile Insights survey indicates that 11.2% of smartphone and tablet owners regularly pay attention to sponsored stories or links on their device, while a further 32.6% at least occasionally do so. A significant proportion of device owners also appear to frequently (8.2%) or occasionally (32.3%) pay attention to banner ads. Interestingly, 64% of respondents said they never notice video ads, slightly higher than the proportion who never notice ads playing before or during a video (60.7%), but less than the 71.3% who never notice pop-up ads.
According to survey results released in February 2012 by Google, 88% of US smartphone internet users say they at least rarely notice ads through a variety of contact points on their device.
- Female smartphone and tablet owners are 9% more likely than their male counterparts to say they never notice pop-up ads on their devices (74.3% vs. 68.1%).
- Female device owners are more likely to pay attention to an ad if it is relevant (35.7% vs. 31.3%), looks funny (32.7% vs. 23.8%), or has animations that catch their eye (25.1% vs. 22.5%). Men are more likely to be pay attention to ads that contain video (13.1% vs. 9.9%).
- When asked which web-based activities they perform using only their mobile device (instead of any other internet-capable device), 51.1% of respondents said they check email only on their mobile. A high proportion also said they search the internet (45.3%), access Facebook (42.3%), and instant message (34.4%) only on their mobile device. Overall, about 7 in 10 respondents indicated that they performed at least one of the identified activities only on their device.
About the Data: The Prosper Mobile Insights survey was conducted from June 19-22 among 331 smartphone and tablet users on their device.