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When Did My Mobile Turn Into A ‘Sellphone’? A study of consumer responses to tailored smartphone ads Nicolette (Nicky) Con...
Background   In UK mobile advertising revenues   (display, search, messaging) was valued at   £203,000,000 in 2011 - doubl...
Background                            Mobile Advertising                Perceived Utility            Concerns             ...
Background   32.6million smartphone users in UK in   2011 - about 39% of adult population                                 ...
Background
Research AimsHow will consumers respond to smartphonetailored adverts in situ? Will they accept orreject them?
StudyResearch ‘in   the wild’        participants signed up for an experience-         sampling of a future advertising se...
Study• Sent ads to 20 professionals in London over 5 days• Ads were tailored to personal interest & location• 10 participa...
Study
Study        mobileads_11        Special offer on all travel books http://bit.ly/ivlmBw
Study The AdsDiscount Ad   Info Ad
StudyThe Responses
Questionnaire ResultsResponses by Group        200 ads sent to each Group        Number of   Informative     Discount     ...
Questionnaire ResultsResponses by Group             Type of     Informative      Discount           response         Group...
Analysis of Qualitative Data                             Sign up to                             Ad Service                ...
• Who – is service provider?  1st stage          Sign up to                     Ad Service                                ...
• Network – coverage limitations2nd   stage       Receiving                    Ads       • Personal settings – on/off, sil...
• Accuracy – personal relevance, location                                • Context – timeliness, distance 3rd stage       ...
ConclusionsKey Take-Away PointsOur research captured the responses of workingprofessionals to smartphone tailored ads in t...
ConclusionsKey Take-Away Points• Advertisers need to tailor ads depending on type  of target consumer and context in which...
ConclusionsKey Take-Away Points• Consumers must be given choice & ability to  customise:-  o   Time  o   Location  o   Ser...
Questions
APPENDIX
Questionnaire ResultsReasons    INFORMATIVE GROUP                        DISCOUNT GROUP            ‘Yes’ n=41             ...
Study Limitations(further research)• Bigger sample and different target audience• Tested over a longer period of time and ...
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When did my mobile turn into a 'sellphone'? - HCI2012UK presentation

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presentation is a summary of a research study and paper which can be found here: http://ewic.bcs.org/content/ConWebDoc/47793

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When did my mobile turn into a 'sellphone'? - HCI2012UK presentation

  1. 1. When Did My Mobile Turn Into A ‘Sellphone’? A study of consumer responses to tailored smartphone ads Nicolette (Nicky) Conti Charlene Jennett Jose Maestre M. Angela SasseHCI 2012
  2. 2. Background In UK mobile advertising revenues (display, search, messaging) was valued at £203,000,000 in 2011 - double that previous year (£83,000,000 in 2010) Ofcom, 2012
  3. 3. Background Mobile Advertising Perceived Utility Concerns  message about what personal characteristics; data is collected and used entertaining loss of privacy credible informative irrelevant content  discount mobile frequency and number coupons of ads received Smartphones – key target for ‘just-in-time’ ads tailored to match owner’s interests and current location
  4. 4. Background 32.6million smartphone users in UK in 2011 - about 39% of adult population Ofcom,2012
  5. 5. Background
  6. 6. Research AimsHow will consumers respond to smartphonetailored adverts in situ? Will they accept orreject them?
  7. 7. StudyResearch ‘in the wild’ participants signed up for an experience- sampling of a future advertising service
  8. 8. Study• Sent ads to 20 professionals in London over 5 days• Ads were tailored to personal interest & location• 10 participants received ads with discounts while 10 received ads with product or service info only• Response to each ad was captured via mobile survey questionnaire• Carried out post-experience phone interviews
  9. 9. Study
  10. 10. Study mobileads_11 Special offer on all travel books http://bit.ly/ivlmBw
  11. 11. Study The AdsDiscount Ad Info Ad
  12. 12. StudyThe Responses
  13. 13. Questionnaire ResultsResponses by Group 200 ads sent to each Group Number of Informative Discount Responses Group Group 143 (71%) 122 (61%) Number of responses per Group
  14. 14. Questionnaire ResultsResponses by Group Type of Informative Discount response Group Group ‘Yes’ 41 (29%) 38 (31%) ‘Maybe’ 42 (29%) 24 (20%) ‘No’ 60 (42%) 60 (49%) Total 143 (100%) 122 (100%) responded Frequencies of ‘yes’, ‘maybe’ and ‘no’ responses
  15. 15. Analysis of Qualitative Data Sign up to Ad Service Receiving ads Processing ads Accept/ Reject Ad GT model depicting process of accepting/rejecting an advert
  16. 16. • Who – is service provider? 1st stage Sign up to Ad Service • What – info is being used ? • How – will my info be used? “I will definitely consider but if it was a credible company that would run the service .....” D5“..I wonder what info they couldget and use of me…” I10 “It feels like „big brother „...” I4
  17. 17. • Network – coverage limitations2nd stage Receiving Ads • Personal settings – on/off, silent • Delivery method – SMS vs email • Not near phone –e.g. left in next room “I was in a meeting most of the day or my phone was on silent” I9 “I would be on my way home on the tube and missed them” D2 “..not always have my phone cause it was charging at my desk” I5
  18. 18. • Accuracy – personal relevance, location • Context – timeliness, distance 3rd stage Processing ads • Special offers – discounts, exclusivity • Quantity – few / many ads received • Mood – receptive/dismissive“it was timed in terms of thenotifications so for e.g. when I “For my perspective ‘close’ is say 5needed things for lunch time ” D8 minutes walk away and plus it depends on my time of day or work or weekend day - I‟m generally in a rush during the weekdays …. ” I3 “I liked the idea to how it was personalised to your location and in reference to what you would be doing like coffee in morning.” D9
  19. 19. ConclusionsKey Take-Away PointsOur research captured the responses of workingprofessionals to smartphone tailored ads in the context oftheir everyday lives o Results suggest that there are barriers that advertisers must overcome if smartphone tailored advertising is to be successful
  20. 20. ConclusionsKey Take-Away Points• Advertisers need to tailor ads depending on type of target consumer and context in which advert is received
  21. 21. ConclusionsKey Take-Away Points• Consumers must be given choice & ability to customise:- o Time o Location o Service availability o Delivery Method o Information Quantity o Quantity of Adverts o Type of Adverts
  22. 22. Questions
  23. 23. APPENDIX
  24. 24. Questionnaire ResultsReasons INFORMATIVE GROUP DISCOUNT GROUP ‘Yes’ n=41 ‘Yes’ n=38 It was useful information 73% It was a good offer 63% ‘Maybe’ n=42 ‘Maybe’ n=24 Might have been useful if I I needed more time to think 40% 33% needed it about it ‘No’ n=60 ‘No’ n=60 It was not what I needed 47% It was not what I needed 73% Top Reasons selected for ‘yes’, ‘maybe’ and ‘no’ responses
  25. 25. Study Limitations(further research)• Bigger sample and different target audience• Tested over a longer period of time and whether there are any novelty/habitation effects• Focus on other factors that affect person’s decision such as mood and emotion• More real-time data vs. manual intervention• SMS vs. other types of ad delivery methods• Other types of mobile advertising pull vs. push• Test for actual behaviour that is, actual purchase

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