When it comes to advertisements on mobile, incentives score high as the reason for receiving them for mobile phone users. According to a recent online survey conducted by Flytxt, 63 % respondents said they will opt for advertisements on mobile if they get some kind of reward or perk in exchange for it. Moreover, the preference on rewards is unambiguously pronounced with 58% of the people surveyed looking for incentives in terms of free talk time or SMS over discounts and freebees.
The survey further probed to find out why discounts are not so popular among mobile users and the study revealed that among those who received discounts, 61% did not find them relevant to their needs. The redemption on discounts for those receiving such offers is as low as 8.47%. While mobile marketing and advertising is taking rapid steps toward more relevant and contextual advertisements but the blind targeting of bulk ads and mobile spam has made a considerable dent in the consumers mind. 22% of the respondents don’t trust the discounts and offers they receive on their phone and hence eschew from any action. As high as 76% say that the advertisements they receive on their phones have no significance to their preferences or taste.
The preference for purchase is still relatively inclined towards online channel with 47% of people surveyed making purchases online often. The most popular purchases online feature Rail tickets, Movie tickets and Mobile Recharge. The major impediment to mobile shopping turns out to be the small screen size and connectivity issues with the respondents. Even though 66% respondents said they don’t make purchase decisions based on mobile but 47% respondents save ads to check or refer to them later. Close to 50% forward them ads to their friends if they find it relevant.