Don’t Cross The Line Into My Personal Space; Study Underscores Boundaries and Cultural Differences In a Changing Media Landscape
NEW YORK, NY — A new mobile marketing study reveals consumer’s attitudes and preferences regarding targeting tactics are evolving and underscores personal boundaries and cultural differences between countries. According to Mobile Advertising: What Do Consumers Want? A cross-country comparison, the latest publication in PwC’s consumer intelligence series, the most acceptable way to target consumers for mobile marketing is by interest, then by location.
The report, which explores insights on customer attitudes and behaviors in the changing media and technology landscape, summarizes findings from a multi-territory survey of 3,800 respondents in Brazil, China, United Kingdom and the United States regarding mobile advertising preferences.
The research data evaluated mobile app behavior and the differences of use of apps by country; general attitudes towards mobile advertising and flexibility surrounding the disclosure of personal information; preferred formats for mobile advertising; aspects of mobile advertising that are most important for consumers; how frequently consumers want to be targeted and the best criteria for targeting; best times of day and week to be targeted; most appealing location-based coupons/alerts and the most significant concerns about mobile advertising.
Overall, data findings indicated consumer preferences were most aligned between the U.K. and the U.S. and between Brazil and China. Some preferences regarding mobile advertising, however, superseded cultural differences, including the best and least acceptable ways to target consumers. Targeting by keywords tracked by texts, emails or phone calls was the least accepted way of targeting and runs the highest risk of having a negative effect on brand attitudes.
“There are distinct cultural mobile advertising preferences that companies need to consider as they target individual consumers in difference countries,” said Deborah Bothun, PwC U.S. advisory entertainment, media and communications leader. “Those who heed the differences, leveraging big and small data to deliver the most relevant, useful mobile advertisements will be better poised to get results in those markets.”
U.K./U.S. versus Brazil/China
Brazil and China were found to have more fully integrated mobile activities into their daily lives, as compared to the U.S. and the U.K. Brazil’s consumers ranked as the most actively engaged in general mobile activity of any country surveyed, though China was found to be more likely to purchase merchandise from a website as well as download/stream TV shows compared to the other countries.
Respondents from Brazil and China were found to have been most willing to share personal information for free apps or fewer ads. Brazil and China were also more likely to click on ads if the content was personally relevant, suggesting active interest and receptivity to mobile advertising.
The U.K. and the U.S. were more aligned throughout the entire survey, with the relative order of concerns about mobile advertising reflecting identical lists. The biggest concerns in the two markets include: “Crosses the line into my personal space,” “Not able to turn [the ads] off,” “Too intrusive on my lifestyle,” “Too many [ads],” and “Not relevant [ads].”
Unlike Brazil and China, the U.K. and the U.S. were found to be less influenced by ‘freebies’ tied to mobile advertising, especially when personal information was required to receive them. Both U.K. and U.S. indicated there was no specific time of day consumers were receptive to receiving mobile ads, whereas Brazil respondents noted they were most receptive “when they wake up” and China respondents “when I am on my way to work.” The most significant difference between U.K./U.S. and Brazil/China was the importance of an ad being personalized/using the consumer’s name. Brazil/China demonstrated stronger preference for personalization,
“Understanding the consumer and bringing them closer to the brand through a mobile experience is critical. It is not just re-purposing existing advertising, but creating advertising that will appeal to consumers in the mobile space. Understanding the nuances of how consumers want to receive content and tailoring programs to address those preferences will advance the brands and the bottom lines of those who are doing it right,” added Bothun.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media