Europeans More Likely to Follow Up on Mobile Ads, says Nielsen

Consumers in UK, Germany and Italy are more likely than Americans to make a purchase after seeing an ad on their smartphone or Tablet, according to research from Nielsen. It seems that European customers are in many cases still going to their PC to make the purchases – with the exception of Italy. Of the countries covered, Italian smartphone owners are the most likely to click an ad or find further information via their devices.

Its better news for Tablets in the US, where Tablet owners are more likely to click on an ad or search for information than smartphone owners.
“Tablets are clearly presenting a new and highly effective way for advertisers to connect with their audiences,”says David Gosen, European managing director of digital at Nielsen. “But more importantly, we’re seeing that the tablet is a high engagement device with the potential to drive significant conversion rates.  While there are interesting geographical differences in behaviour, the overall advertising opportunity for brands is clear.”

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