Mobile advertising more than twice as effective as desktop, BBC World News study shows

"Mobile advertising is twice as effective as desktop among the general population and up to four times more effective when targeted towards affluent consumers, a global study from BBC World News has claimed. The study also found that more affluent consumers around the globe were more connected to the internet via mobile than less affluent users, with 39 per cent accessing the internet via mobile devices at least once and hour - 18 per cent higher than the general population."

"In addition, more than half (51 per cent) of affluence consumers use their mobile phone for business, compared to 40 per cent of the population. A third of affluent consumers agreed that brands need to be on mobile if they wish to be considered modern and dynamic - 15 per cent more than the general population. Furthermore, high income earners were found to be marginally more positive towards advertising on mobile (19 per cent) ahead of desktop (18 per cent)."

"and we are constantly working to create the best mobile browsing experience, be that with the introduction of our international BBC News and Sports apps, or on-going responsive design innovations. This new research reveals significant change in mobile consumption - people are delving deeper into stories on their mobiles, consuming more video and, significantly, growing accustomed to advertising on their mobiles."

Mobile advertising is twice as effective as desktop among the general population and up to four times more effective when targeted at affluent consumers. Affluent users show higher mobile connectivity, with 39 per cent accessing the internet via mobile devices at least once an hour, 18 percentage points above the general population. More than half (51 per cent) of affluent consumers use their mobile phone for business compared with 40 per cent overall. A third of affluent consumers view a mobile presence as a marker of modernity. High-income earners are slightly more positive about mobile advertising (19 per cent) than desktop (18 per cent), and 41 per cent accept ads on free mobile sites. Affluent consumers are also more willing to share location data for relevant services.

Read at The Drum