More people have downloaded an app after seeing an ad in a newspaper or magazine than they have after seeing one on their smartphone, according to research from Forrester.

Just six per cent of Europeans on iOS, and four per cent on Android, said they had downloaded an app after seeing a mobile ad, while seven per cent and four per cent respectively started using an app after seeing it in print.

Thats a rather startling comparison, so we reached out to Forrester for confirmation.

“Yes, the figure for mobile advertising is low,” Forrester analyst Thomas Husson told us. “But bear in mind that the question people answered was: Thinking about the apps that you have downloaded and now use on your mobile phone, how did you initially learn about those apps?.

 “It doesnt mean mobile ad is not necessary or efficient. On the contrary, it is usually more efficient than using offline channels, since there is no gap in media use. It is just the early days for mobile advertising and more targeted and contextualised ads, as well as new formats, will foster the use of ads as a discovery mechanism.”

The majority of internet-connected Europeans find out about apps from browsing the app stores – 63 per cent on iOS and 58 per cent on Android – followed by getting recommendations from friends or family – 50 per cent and 41 per cent – and then by looking at top-rated apps.

Mobile advertising was second-to-last out of 12 methods of app discovery – with radio the least popular.

According to the report, 40 per cent of European smartphone owners said they use mobile apps at least weekly, while 29 per cent do so at least once a day.

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