Mobile consumers believe that they are worth an average of £6.80 to advertisers for every minute of mobile advertising they engage with, according to a new international research study by Millennial Media and Opinium Research.
The study polled over 4,000 consumers across four different countries, exploring the value exchange consumers have with advertisers, particularly around mobile, which for many consumers is the most personal environment.
The research highlighted that most consumers have come to terms with the idea of free apps and content being supported by advertising. 79 per cent said they understood this value exchange, and 72 per cent said they expected ads on mobile devices in order to keep content free. Only three per cent typically paid for apps in order to remove ads.
Over a third of consumers that had engaged with a mobile ad within the previous 12 months on their smartphones (35 per cent) or tablet (38 per cent) have consequently been prompted to specific actions, with 13 per cent saving a page and 10 per cent adding a product to a shopping cart or wish list.
Of the 14 per cent who made a purchase after clicking on a mobile ad, 43 per cent had gone on to make their purchase in a bricks and mortar store, while 82 per cent had made an online purchase.
"Mobile is a vital component of the digital marketing landscape," said Stephen Jenkins, vice president of global marketing & communications at Millennial Media. "As consumers increasingly expect to engage with brands on their mobile, we commissioned this research with a view to better understanding the end consumer's perception of the brand messages they receive. What is the value exchange that they have with advertisers in return for letting them into their most personal environment?
"Consumers know their attention on mobile is valuable to advertisers, and brands must acknowledge that with campaigns that give them something in return, such as a unique mobile experience or relevant, engage content. After listening to consumers across the globe, it is clear that attitudes are changing, mobile ads now appeal more than ever before, and consumers very much understand the value exchange with advertisers for keeping content and apps free."