Smartphone users recall ‘In-App’ ads more than mobile web ads

Smartphone users have better recall
of in-app ads than ads they view while browsing the web using their mobile

The findings, part of Compete‘s
Q1 2011 Smartphone Intelligence survey, show that 52 percent of all smartphone
owners recall ads they encounter in mobile apps. That number drops to 40
percent when asked about ads encountered while surfing the mobile web.


And the disparity is even greater
among iPhone users, with 65 percent recalling in-app ads and only 33 percent
recalling mobile browser ads.


Overall, considering both in-app and
mobile browser ads, Android users have the highest mobile advertising recall,
with 55 percent reporting they’ve seen some form of mobile advertising. For iPhone
users, that number drops slightly to 51 percent. Only 22 percent of BlackBerry
owners recall some form of mobile device advertising.


Recall of text messaging/SMS ads
is lower still among smartphone users. Just over one quarter (27 percent) of
iPhone and Android users recall receiving a text message/SMS ad.


According to Compete research, the
most downloaded app categories are games (55 percent), weather (44 percent),
social networking (39 percent), entertainment (38 percent) and maps/navigation
(36 percent). Notably, social networking apps, which were #5 in the Q1 2010
survey, have now climbed to #3.


“This data is important as
advertisers and app developers, among others, contemplate the evolving mobile
advertising opportunity,” said Danielle Nohe, director, technology and
entertainment for Compete.

“If the behaviors of iPhone and
Android users, who have more experience interacting with different forms of
mobile advertising, are indicative of where the industry is headed, we’re
starting to see what forms of advertising could be most effective moving forward.”


By Team
[email protected]