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Spread the word: Asians more responsive to ads on smartphones

Spread the word: Asians more responsive to ads on smartphones article image

People in Asia Pacific are more accepting of marketing messages on their smartphones than the global average, a study from media research firm Nielsen has shown.  

Across every type of mobile marketing – from online video ads, text ads to those on mobile social networks – people in this region are more likely to respond than the average elsewhere around the world.  

SMS messages are the least effective in generating a response in Asia, while ads served in search engine results are most likely to be responded to.  

But SMS messages are the most common form of marketing on smartphones in China, Korea, Malaysia, Vietnam and Australia, the survey found.  

China is the country where people are most responsive to mobile messaging, followed by Indonesia. Australia and India are the least receptive to it.  

While 15 per cent of marketers say they have no plans to use mobile as a marketing platform over the next 12 months, 25 per cent say they do. Forty-three per cent say they already use mobile.  

Nielsen’s findings come three months after Kevin Huang, the boss of digital agency Pixel Media, outlined 11 reasons why spend on mobile advertising is still tiny in Asia.

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