Skip to main content

U.S. Mobile Smartphone Advertising Advances Slowly

Will consumer advertising on mobile handsets, such as smartphones, finally gain momentum in the U.S. market as it has in others around the world? At this point in time, it's apparently a definite maybe.

According to the latest market study by ABI Research, 27 percent of U.S. mobile phone users accessing the mobile Internet have clicked on a mobile banner advert or text link. That compares to 21 percent in their previous survey.

Neil Strother, ABI Research's practice director for mobile marketing strategies, said "More people are accessing websites through their mobile phones today than 14 months ago, and clicking on ads is becoming more commonplace."

This trend is a positive one for marketers and advertisers, and should give them greater confidence in their mobile efforts, knowing that well-targeted offerings can find traction among consumers.

The key to success, Strother says, is to purchase inventory on mobile websites that have the desired audience profile and then present creative elements that meet the needs and have relevance for those mobile consumers.

Other highlights from the ABI study include:

- Mobile Internet access on a daily basis is up significantly, with 28 percent of mobile phone users accessing Internet sites at least once a day from their phones. That compares to just 16 percent in the previous survey conducted at the end of 2008.

- Resistance to receiving promotions such as coupons and discounts on the mobile phone is eroding: About 45 percent of respondents, while not enthusiastic, would accept promotions if they had some control over the process.

- By contrast, only about 36 percent would accept these types of mobile promotions in the earlier survey.

- Consumers remain guarded about using their mobile phones to make purchases, with 76 percent saying that security around such transactions is a major concern, an increase from 71 percent in the previous survey.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of