Two-Thirds Find Mobile Ads Annoying, Forrester Study Finds [REPORT]
A study released today from market-research firm Forrester shows that a majority of mobile users (70%) surveyed said that automatically served in-app ads were interruptive. Additionally, two-thirds of respondents found them annoying, higher than the percentage of respondents who said they are annoyed by TV and web-based advertising.
“People are very finicky about how they want to be advertised to,” said Peter Dille, CMO for Tapjoy, the app-recommendation company that commissioned the report. “On their mobile device, that’s become heightened because it’s such a highly personal experience. Being interrupted while checking email and using apps is not desirable.”
In general, the report provides a dismal picture of the current state of mobile ads. Only 12% find them engaging, 14% think they’re relevant and 17% think they’re interesting, for example. The respondents seem to agree with the late Steve Jobs, who famously once said, “mobile advertising really sucks” (and then launched iAd in hopes of fixing that.) Read the rest at AdAge.