Mobile ad network Mojiva has published a new report on ‘The State of Mobile News Consumption’, which aimed to determine how smartphone and tablet users in the United States and the United Kingdom access news through their mobile devices, and to examine their receptiveness as it relates to mobile advertising.
The major findings of the report suggest that 20 per cent of UK respondents get their primary news updates from their smartphone or tablet and of that, 65 per cent will pay more attention to mobile ads if the content is relevant to the actual news story they are reading or watching on their mobile device.
The study found the top three factors for mobile advertising receptiveness in the UK were personalization/relevance (24 per cent), humour/entertainment (20 per cent), and a minimal presence of fewer ads overall (16 per cent).
The UK study was fielded from September 26 – October 3, 2012 and targeted UK smartphone owners only, and garnered 1,000 completes from a random sample.