Last week, eMarketer published an article to describe how mobile users behave. Based on a study from GfK MRI, it identifies five different groups of mobile users with different habits and some different behaviours when using their smartphone: « mobile embracers », « mobile fundamentals », « infos seekers », « casual gamers » and « entertainment seekers ».
The study tends to show that attitudes towards mobile apps and mobile advertising can be different according to the user’s profile. It explains that each profile has different expectations and behaviours when an ad appears on their screen. Using factors such as relevance, credibility of ad formats or global interest for mobile advertising, GfK MRI ran an opinion poll among mobile users to identify their feelings towards mobile advertising.
The survey provides the market with useful information such as the fact that most of mobile users think that mobile advertising is irritating or that only one quarter of people find interesting information about products and services through ad formats. But, advertisers can also use it to change the way they target users. For instance, changing when and how mobile ads appear on the screen depending on the profile of the targeted user can greatly improve the results of your mobile advertising strategy.
For example, the survey shows that most “mobile embracers” agree to receive advertising in exchange for free offers and services. As such, advertisers should preferably choose sites or apps that are using this type of reward when they are targeting this profile. The study also argues that “info seekers” consider mobile ads intrusive and often not relevant to their needs. Advertisers and publishers should aim to deliver ads that are directly linked to the content of the visited site. At the end of the day, what matters the most is the experience the user will get and this is what advertisers should focus on when targeting these different profiles.
To read the full study: http://www.emarketer.com/Article.aspx?R=1013540