Mobile advertising is seeing positive engagement with 70 percent of the users intentionally clicking on the mobile ads, according to a study jointly conducted by Yahoo and Mindshare.
Titled 'Creating Brand Connections across Devices', this year's study covers Malaysia, Singapore and Taiwan, where there is increased focus on the role mobile plays in the consumer's path to purchase.
The study reveals that a significant 87 percent use their mobile devices to conduct pre-purchase research. This implies a paradigm shift in terms of information flow, showing that users are actively engaging with brands on their mobile devices even before buying the product, according to the companies.
Specifically, 81 percent of Singapore respondents did pre-purchase research on their mobile devices on Consumer Electronic products; followed by Fashion (clothes and shoes) at 74 percent, and 67 percent on Financial Services.
"Singaporeans are among the most gadget-savvy people in the world, with an average user spending a whopping 3.7 hours a day on mobile devices for personal use. The findings show that the mobile platform presents a clear opportunity for brands to educate and engage the connected consumer. The mobile is playing an increasingly important role in building meaningful brand experiences with consumers," said David Jeffs, Head of Insights, India and South-East Asia at Yahoo.
Aligning mobile advertising to user expectations
Building on the findings, the study suggests some key enablers for brands to unlock the potential of mobile advertising by aligning it to user expectations.
According to the survey, mobile devices are increasingly being used in the entire consumer journey of the brand, especially in the path to purchase - from pre-purchase to in-store and post-purchase.
For instance, 74 percent did in-store purchase like researching, comparing prices and checking availability; while 46 percent continues to engage with a brand after making a purchase. This includes sharing photos or videos of the product they bought, recommendations, as well as writing a review.
Additionally, more than half of the users - 61 percent - seek promotions and discount coupons in an 'ideal' mobile advertisement. Meanwhile, 36 percent look for rewards via ad interaction, 29 percent expects to learn something new, 28 percent wants to stay updated via mobile ads, and 23 percent are looking for a short break.
"Today, brands need to optimise their campaigns keeping in view mobility and cross-device engagement. Users want mobile advertising to be relevant to the way they use the devices. The smart device is playing a key role in the path to purchase in a consumer journey," said Deepika Nikhilender, Leader - Business Planning at Mindshare Asia Pacific. "Brands need to evolve creative and innovative strategies to leverage this phenomenon and change behaviour, as this device grows in its influence in the last mile."
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