A new report into apps and behaviour patterns in Great Britain, commissioned by Google and produced by Ipsos MORI, investigates the potential of mobile apps and websites as an effective advertising channel.
Research has previously shown that different apps encouraged different behaviours. News app users snack on content up to three times a day, whilst entertainment app users immerse themselves in programmes for up to seven hours a week.
We’re now able to see how in-app advertising is effective both at reaching decision makers and in driving action.
Ads within apps drive a strong connection
People who viewed ads via an app or mobile website tended to form stronger connections with brands than those who viewed on a PC/laptop. They remembered details of ads and who the ad was for. They felt closer to the brand and had good feelings about it. Close to half of app (49%) and mobile website (48%) viewers said that the ads they saw gave them a good feeling about the brand. Just over a third (34%) of PC viewers said the same thing.
People viewing on apps are more likely to interact with a brand
Half (50%) of those who saw ads in apps said that they would be likely to interact with a brand in the future. A smaller proportion (39%) thought they would be likely to interact with a brand after seeing its ad on a PC.
In-app ads are able to inspire a specific action
Smartphone users are more likely to do something specific as a result of seeing an ad on a mobile app. 51% of those seeing ads in apps were more likely to do something specific, for example make a purchase, book a ticket or a hotel, compared with those who saw the same ads via a PC (41%).
In-app advertising makes people more likely to want to buy a product/service from the brand
Around two in five (39%) people who saw app-based ads said that those ads made them want to buy a product/service from the brand, compared to less than a quarter (23%) of PC users.
Ipsos MORI carried out a total of 3,539 online interviews amongst specific device users (PCs/laptops and smartphones/tablets) aged 18 to 64 years old in Great Britain. Each participant saw up to 2 ads, and a total of 7,043 responses to ads were gathered. Fieldwork took place mid-January through to mid-February 2018.