Nick Lane is chief strategy analyst and head of client services at consultancy and research firm mobileSQUARED.
UK mobile users warm to ads
Twelve percent of mobile internet users in the UK aged 35 to 44 years [old] are now clicking through on a mobile advert and going on to complete the transaction on their mobile phone. Within 12 months, that number will have increased to 14% of the 35 to 44 mobile internet user base.
That means almost 130,000 mobile internet users aged 35 to 44 years [are] purchasing items on their phone today, rising to almost 175,000 users at the start of 2013.
Across the UK, there are currently just over one million mobile internet users aged 35 to 44 years. Of those users, around 590,000 (56%) will see mobile adverts when browsing – therefore 44% of mobile internet browsers will suffer from mobile banner blindness.
From the 592,000 mobile internet users, a total of 22% will make at least one purchase by clicking on a mobile advert. Alternatively, this figure represents 12% of the total mobile internet users.
In 12 months, the number of mobile internet users aged 35 to 44 years will increase 20% to almost 1.26 million, with 720,000 users “seeing” mobile adverts, and 24% of this figure going on to complete the transaction on their mobile.