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Mobile Ad Engagement Jumps as Consumers Click Through
Image Credit  Cheon Fong Liew Creative Commons license

Mobile Ad Engagement Jumps as Consumers Click Through

Ads displayed on mobile devices are seeing a huge lift in engagement as Britain’s online shoppers learn of their usefulness.

One in three UK mobile shoppers admit to clicking on ads which appear on their smartphone or tablet device, according to a new survey from global location marketplace xAd and call measurement tech provider Telmetrics.

The fact this represents a 76% rise on the total from 2013 is proof alone that mobile ads are starting to resonate with their desired audiences. However, there is also plenty of evidence to indicate that consumers are taking things one step further after clicking through.

Clicking through and checking out

An infographic from xAd and Telmetrics shows that not only are consumers clicking on more ads, they are also acting upon the content in front of them.

After clicking on a placement 16% of the group said they had gone on to make a purchase, while 21% had used a coupon or offer in buying a product.

In the quest for more information, 35% said they had visited a brand’s website and 27% claimed to have gone searching for details for the company being advertised.   

As for those that are deciding against making a purchase after seeing a mobile promotion, other findings suggested it would only be a matter of time before they did. The image reveals that nearly 80% planned on buying something after clicking on the ad and 63% would look to do this within a day.

With this in mind, there is a clear emphasis on brands to provide as much information as possible within their landing pages as they seek to optimise their conversion rates.  

The findings are based on a survey of 2,000 consumers from Nielsen, which was conducted earlier this year.  

A full list of the results can be found below.


Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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