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Why Millennials Hate Your Mobile Ads
MILLENNIALS ARE MOBILE FIRST
Source: Millennial Media, 2015
Millennial Device Access
20%
75%
Mobile Only Cross-‐Device PC Only
Can only access internet on mobile
AND THEY’RE ALSO MOBILE ALWAYS
Source: Millennial Media, 2015
Millennial Device Time Spent
Smartphone Tablet PC
70%
MOST IMPORTANTLY, THEY’RE MOBILE CONSTANT
Source: Delvv, 2015
How Many Times A Millennial Checks Her Phone A Day
36%
13%
40%
12%
Too Many To Count 51+ 11—50 1—10
50% check phones > 51 Hmes a day
ADS ARE NOT MILLENNIALS’ ENEMY
Millennials Prefer Ad-Sponsored Content
Source: IAB (N=2,052, Great Britain)
73%
58% 63%
58% 58%
18-‐24 25-‐34 35-‐44 45-‐54 55+
Prefer ads to support content instead of paying
BUT THEY’RE STILL BLOCKING
Millennials Prefer Ad-Sponsored Content, But Are Still Blocking
Source: IAB (N=2,052, Great Britain)
43% 32%
20% 20% 19%
73%
58% 63%
58% 58%
18-‐24 25-‐34 35-‐44 45-‐54 55+
Have downloaded an ad blocker Prefer ads to support content instead of paying
AND MOBILE IS NOW A PART OF THE PICTURE
Source: IAB (N=2,052, Great Britain)
Where Consumers Are Blocking Ads
46%
80%
19% 19%
47%
71%
19% 23%
Desktop Laptop Tablet Smartphone
+4% in four months
Jun-‐15 Oct-‐15
Content – context = spam
Content – context – integra2on = worse spam
Content – context – integra2on – “Oh cool” = desktop spam
LEVELS OF MOBILE MARKETING SPAM
Content – context = spam
Content – context – integra2on = worse spam
Content – context – integra2on – “Oh cool” = desktop spam
LEVELS OF MOBILE MARKETING SPAM
Content – context = spam
Content – context – integra2on = worse spam
Content – context – integra2on – “Oh cool” =
LEVELS OF MOBILE MARKETING SPAM
Content – context = spam
Content – context – integra2on = worse spam
Content – context – integra2on – “Oh cool” = desktop spam
LEVELS OF MOBILE MARKETING SPAM