The 800 folks at Harris Interactive just completed a mobile survey with alarming, not but surprising, results. It concerns mobile ads, the ones the size of that tiny screw that keeps your eyeglasses together. Every time I click on an ad from my mobile device, it is my accident. Then I spend fifteen seconds beep-beep-beeping...backing my browser to the screen I wanted. I do this a few times a week, a combination of severe near-sightedness, mild glaucoma, fat guitar fingers and incessant multi-tasking. Turns out I'm not alone fat-thumbing those mobile ads. Harris recently reported that almost half of U.S. mobile application users say they click on mobile advertisements more often by mistake than they do on purpose, according to a new consumer study conducted by Harris Interactive on behalf of mobile, e-mail, and social acquisition platform Pontiflex. 47% of respondents say they mistakenly click or tap ads in error more often than not, with 61% of users 18 to 34 saying they click on accident more often than on purpose--Harris Interactive points out that the 18-to-34 demographic represents the highest percentage of mobile app usage.
In a related Harris/Pontiflex survey, 71% of respondents stated that they favor ads that keep them within the app they are using, instead of ads that take them to a mobile web browser. Almost two thirds of respondents cited coupons, deals or newsletters as their preferred in-app mobile ad type.
Don't get me wrong, I am a big fan of receiving ads - so long as they are relevant to me. The best filter of relevance is location. When will these advertisers embrace location technology and start sending me what is relevant to me? The next time I receive a mobile ad for discounted winter coat while I'm surfing in San Diego, I'm poking my Congressman's Facebook page. If I can find my reading glasses.
Lest you think I’m complaining lightly, here’s a picture of my thumb!