An in-application survey of close to 800 girls aged 6-16 shows that this young demographic is very receptive to mobile advertising. 65% of the respondents said they’re likely to buy straight from a mobile ad if it offers them a means to do so, according to the study, which was conducted by MobiGirl Media. Further, 22% claim that they always tap on the ads they see in mobile apps, and 56% will tap on an ad for a product that interests them. It’s worth remembering that some of these respondents are as young as 6, and as such, the survey results should probably be interpreted more as indicative of their attitudes than their actual behaviors. Also, given that these respondents took an in-app survey, they likely represent somewhat of a biased sample.
Nevertheless, their attitudes appear to reflect a general receptiveness to mobile advertising, a positive leading indicator for a rapidly-growing advertising medium. In fact, 8 in 10 said they would buy an item right away, with only 20% saying they’d wait for a special occasion.
Parents beware: 27% of respondents said they would buy directly using a credit card, although 48% said they’d ask their parents to buy the item for them.
In other results from the survey, respondents reported being most favorable to fashion-related ads (48%), makeup products (21%), toys (12%), apps (11%), and books (8%). 53% of tweens would share a “cool product” with friends, and 58% would be more likely to tap on an ad that contained deals and/or free stuff.
About the Data: The survey was conducted in May, 2013 via MobiGirl Media’s proprietary COPPA compliant SDK. Every girl surveyed replied via an iOS device.