To Market, To Market 07/31/12

Nearly 50 percent of smartphone owners polled by mobile marketing firm Hipcricket Inc. said they had viewed a mobile ad and 64 percent completed at least one purchase as a result of mobile advertising. However, an impressive 74 percent replied that their favorite brands have not advertised to them on their mobile devices, representing a significant missed opportunity for companies and their advertising agencies. Additionally, the survey found that targeted and relevant mobile advertising directly impact sales; some 45 percent of consumers who have purchased a product or service in response to a mobile ad referred a product or service to a friend as a direct result of mobile advertising. Unsurprisingly, it’s the more affluent consumers who were paying attention to mobile ads: 55 percent of those who clicked on a mobile ad reported an annual household income of more than $75,000 (29 percent of them reported more than $100,000).