According to new research from Nielsen, ads on mobile devices are some of the least-trusted forms of advertising among U.S. digital consumers.
In Nielsen’s latest report, the company compared consumer actions in four countries — the U.S., Germany, Italy, and the UK — and found that of those surveyed, those in the U.S. are less likely to make purchases using their smartphones, tablets, or PCS as a result of mobile advertising.
Trust can be a major motivator when it comes to purchase behavior; unfortunately, it doesn’t look good right now. Only 27 percent of people surveyed trust display ads — video or banner — on mobile devices. Text message ads didn’t fare well either with only 26 percent of consumers’ trust.
While the ads might not lead to sales from a mobile device, consumers are still turning to desktops to complete transactions. Only eight percent of tablet owners said they purchased something using their tablets after seeing a mobile ad. However, 23 percent later made a purchase through their computer.
Smartphone owners were less likely to interact with ads. Only 11 percent said they had clicked an ad to get more information; however, 20 percent later made a purchase through their computer.
It’s possible that the type of ad is what can make or break the success of your campaign among mobile users. Of those surveyed, 33 percent found ads that offer custom information based on location to be useful. Twenty-six percent are more likely to look at ads with interesting videos and 20 percent enjoy ads with interactive features.
If your current mobile ad campaign isn’t bringing in the numbers you had hoped, it’s worth evaluating the type of ads you’re sharing. It’s also worth looking at other ways of promoting your product or service, such as daily deals — which is one of the most popular forms of mobile commerce, according to Nielsen.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.