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Recall higher for In-App ads than mobile web ads

Ads in mobile applications are more likely to stick in the minds of smartphone users than apps spotted while browsing the Internet from their mobile device, according to new data released by Compete.

Ads in mobile applications are more likely to stick in the minds of smartphone users than apps spotted while browsing the Internet from their mobile device, according to new data released by Compete.

Compete’s Q1 2011 Smartphone Intelligence survey found that over half (52%) of smartphone owners remember ads they see while using mobile apps, yet only 40% recall ads on websites they view while browsing the mobile Internet.  Furthermore, the app-centric nature of Apple’s iPhone user demographic is highlighted with almost two-thirds recalling in-app ads versus a third recalling ads in the mobile browser.

“If the behaviors of iPhone and Android) users, who have more experience interacting with different forms of mobile advertising, are indicative of where the industry is headed, we’re starting to see what forms of advertising could be most effective moving forward,” said Danielle Nohe, director, technology and entertainment for Compete.

Another consideration regarding in-app ad recall is observed by MediaPost’s Mark Walsh. “In-app ads tend to feature rich media formats that fill the screen and appear at intervals during games, for instance — making them ostensibly more attention-grabbing than standard mobile Web display ads,” he said.
Another study, this time from comScore, shows how mobile media usage and mobile ad exposure is very different between smartphone users and feature phone users.
More than 80% of smartphone users accessed their mobile browser (82.3%) or apps (85%) during March this year, while just 19.1% of feature phone users used their mobile browser and 16% used apps.
Smartphone users were found to be far more likely to see a mobile Internet or in-app ad (27.5% vs. 5%) which is hardly surprising due to their heavier usage of mobile browsers and apps.

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