Study: Consumers forget mobile ad info

A Consumer Analysis Limited study, commissioned by operator O2, found that 44 percent of mobile users between the ages of 18 and 60 fail to respond to wireless advertising simply because they forget the brand name and contact details of the product or service in the spotlight. The report adds that many consumers later spend time trying to track down the company in question, usually to no avail. To that end, more than 50 percent of respondents said they would like to access further information by texting a shortcode and receiving a link to a mobile website featuring additional information.

Other key findings: More than one in three mobile users have sent a text message to a five-digit shortcode, often in response to TV/radio ads and competitions. Fifty-one percent said they would find it useful to employ text in response to an offline advertisement and then be forwarded to a mobile Internet site. Three quarters of respondents said they would like to use phones to request brochures, 70 percent said they would like to check product availability, two thirds wished for mobile assistance to locate nearby retailers and more than half want to book tickets or request further information from the advertising brand.

For more on the Consumer Analysis Limited study:
- read this RetailBulletin article

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