U.S. Customers Less Likely to Read Mobile Ads, Study Finds

Mobile ad dollars are better spent in the Middle East, Africa and Latin America according to new research by Ipsos

Last Updated: June 19, 2012 @ 10:30 AM

Launching an ad campaign on mobile platforms? You may want to send those dollars to Saudi Arabia and steer clear of the United States. 

Age and geographic location are key to mobile phone advertising, according to a new study by Ipsos. 

As more and more consumers begin to read stories and watch shows on their smart phones and other mobile devices, media companies have struggled to entice users to eye the ads that pay for the production of that content, as well. 

Also read: Ipsos OTX Study: People Spend More Than Half Their Day Consuming Media

The good news is that consumers are becoming more receptive to reading ads on mobile phones, the study found.  

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The market research firm polled 18,775 people across the globe. It found that 41 percent of respondents said they had read an ad on their phones. 

However, Latin America, the Middle East, Africa and BRIC countries (Brazil, Russia, India and China) are far more hospitable to phone ads than North America, the firm said. In those regions, more than five out of ten people have viewed an ad, though less than two out of ten people have done so in the United States and Canada. 

The percentage also rose for those younger than 35 (45 percent) and fell among those who are 50 to 64 years of age (32 percent).

The study concludes: "So when making media plans, remember that you'll have better mobile phone exposure among younger people outside the U.S. and Canada — at least for now."