What Motivates Consumers to Click on Mobile Ads?

Different generations engage with mobile advertisements in very different ways, according to recent research from Nielsen. The report was based on data from a 2Q16 survey of 8,000 consumers in the United States.

Some 55% of Generation Z and 48% of Millennial respondents say they are willing to click on a mobile ad if given the right mix of branding, convenience, and promotional offering.

However, most Generation X, Baby Boomer, and Greatest Generation consumers say they will not click on a mobile ad no matter what the content.

Some 19% of Millennial, 17% of Generation X, and 14% of Baby Boomer respondents say  viewing an ad with a coupon or promotion is the thing that would motivate them most to click on a mobile unit.

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