Smartphones replacing traditional forms of internet use

Mobile owners are increasingly using their smartphones to access the internet in preference of traditional PCs and laptops according to a new survey carried out by Prosper Mobile Insights.

The company, which looked into the internet habits of adults from across the world, found that seven out of ten smartphone users complete at least one web-based activity on their phone in favour of a PC or laptop, regardless of whether they are on the move or at home.

More than half of respondents (51.1%) admitted to checking their emails using only a mobile device, while 45.3% completed mobile-only web searches and 42.3% used only their phone to connect to Facebook.

All this means that today’s leading brands have an increasing need to embrace mobile advertising. But as the survey shows, they need to be aware of which ads their customers will be most receptive to. Around 1 in 10 people said they pay regular attention to sponsored stories or links, ads that play before or during a video, and video ads in general.

Video ads are the most popular with 42.9% of respondents saying they are more likely to grab their attention than other forms of advertising. The most successful video ads are ones you cannot click away from, with 30.4% of people confirming that they pay more attention to this video format.

The survey made clear that marketers should make sure that ads are delivered to the right audience. 33.5% of people said they are more likely to pay attention if the ad is relevant, 24.2% claimed they are looking for informative ads and 23.9% are more likely to be responsive to eye-catching advertising.

The world of mobile advertising is still in its infancy and there are limitless opportunities for marketers to promote their brands to a global audience. For all the latest news on how to benefit from mobile marketing head down to the Mobile World Congress 2013 in Barcelona’s Fira Gran Via, 25-28 February. If you’re after accommodation then look no further than EAS, your friendly local travel agents. We’ll find you the best hotels and rented apartments right in the heart of Barcelona. Or if you prefer, why not try one of our luxury yachts – the choice is yours. We’ll also organise all your transportation needs and book you into the city’s best restaurants. Just click on this link to fill in our request form.