Some 61% of Irish smartphone users actually find mobile advertising useful while 89% of them actually browse the mobile internet while watching TV.
The survey, which was carried out by RED C on behalf of IAB Ireland, also reveals that 80% of smartphone users browse the web for online content connected to the TV programmes they are watching.
The research highlighted the importance of mobile for brands as a key connection on the consumer purchase journey with 41% of smartphone users stating they use their mobile devices more for browsing online than for calling or texting. In addition 87% of Irish smartphone users said they want to visit mobile optimised websites, pointing to the significance of a mobile optimised landing page for the final click. The survey also found that Irish people reported spending an average of 26 minutes per day using apps, however, usage of the apps is dependent on the user having a relationship with the brand.
Commenting, Suzanne McElligott, CEO of IAB Ireland, says, “Mobile needs to be at the heart of digital and marketing plans, and mobile optimisation needs to be prioritised to deliver the best brand experience. Trends like ‘second screen’ and the increased usage of smartphones for online browsing point to the evolution of the customer journey. The research has revealed an openness to mobile advertising, when contextual and delivering real value and easy redemption.”
“Brands need to keep up to date with changing consumer needs and technology; consumer demand has been a key driver in 4G and Cloud based technology offerings. Key functionalities like GPS or technologies like Near Field Communications, and transactional mobile sites can help brands to maximise the opportunity,” she added.
The research also revealed that Irish smartphone users are spending three hours online per day for personal reasons, up from two hours in 2009. The figure is being driven by increased penetration of smartphone (54%) and tablet (30%) ownership. Irish smartphone ownership is ahead of other major European countries including Spain, Belgium, Portugal and Italy. Smartphones have also become a key device for shopping when in physical stores with 80% of Irish smartphone users saying they have used them.
According to the most recent IAB Ireland/PwC report on the digital advertising market, mobile adspend now accounts for 21% of all digital adspend and is growing fast along with consumers use of mobile devices. Globally, mobile advertising is expected to amount to $117.6bn this year, according to forecasts by eMarketer. This is expected to rise to $173.1bn by the end of 2017.