Survey: 60% Of Millennials Find Mobile Ads Annoying. Pop-ups & Video The Worst

Survey: 60% Of Millennials Find Mobile Ads Annoying. Pop-ups & Video The Worst

A new survey out of India could translate to bad news for Aussie marketers with the majority of respondents saying they thought most mobile advertising sucked. The rates of disquiet particularly high among the Millennials.

A survey by the mobile phone app Nanu found that 60 per cent of Indians surveyed found mobile advertising annoying and obtrusive with 55 per cent saying they particularly detested pop-ups and video.

The survey involved 3,735 respondents namely aged under 40. Which, admittedly, isn’t a great cross-section in a country with 1.252 billion people and a reported 1,017,968,757 mobile phones.

Banner ads came out best in the survey with 52 per cent of respondents rating them as least annoying. The survey found found that 46 per cent of respondents said they would click on a banner ad but only one in four said they’d click on a pop-up or video ad.

And worse was to come – 75 per cent of respondents said that mobile advertising never influenced their decision to purchase.

Commenting on the findings, Nanu founder and CEO Martin Nygate said: “The findings of the survey clearly highlights the ineffectiveness of the existing modes of advertising that brands are adopting, due to its intrusive nature.

“Increasingly, this invasive side of mobile advertising is adding up to its own plight by pushing mobile phone users to resort to using ad blocking software.

“We believe that mobile advertising needs to be completely non-intrusive and infused with the right set of analytics to ensure enough value proposition for both usersand brands,” Nygate said.




Please login with linkedin to comment

Advertising Standards Bureau Eardrum Australia Shopping

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]