A new study from Vibrant Media
claims that most consumers launch mobile ads by mistake, are annoyed by ads which launch on their own, and feel
least in control of their mobile phone compared to their other primary digital devices.
Advertising is ranked as the communications method consumers feel least in control of on their handheld devices. Nearly half (48%
) said they feel least in control of ads on smartphones and tablets, ahead of: social media, internet browsing, instant messaging, email, text messaging and making/receiving phone calls.
The study also found that more people feel out of control of ads (36%
) on their handheld devices than feel in control of them (25%
Other findings include:
- Over half of smartphone and tablet users (51%
) say they mostly initiate ads on their mobile devices by mistake
- Eight out of ten people (79%
) are annoyed by ads which self-initiate, with 45%
feeling "very annoyed"
of smartphone and tablet users prefer ads they can initiate on their own
of consumers feel least in control, out of their primary digital devices, on their mobile phones - with just 12%
saying tablets and 11%
saying desktops or laptops.
The full results of the study can be read here
and for accompanying infographic simply click on the image above.