Location-Based Advertising Usefulness By Generation [CHART]
One of the unique offerings of mobile advertising—the ability to deliver highly targeted ads based on location—fails to appeal to many users, especially older ones. While 45% of 13- to 17-year-olds surveyed said they thought location-based ads were more useful than traditional ads, the percentage hovered around one-third for respondents ages 18 to 44 and dropped significantly among those over 45. It’s not surprising that older users might be more cautious about a form of advertising often seen as intrusive or insecure, but a failure to see location-based offerings as useful does not bode well for direct-response mobile advertising. Read the rest at eMarketer.