Online advertising network Chitika released a rather telling study of mobile vs. non-mobile Internet usage this week. If you've bought into the potential of the mobile market, you might want to reconsider that position. The study suggests that mobile users are approximately half as likely to click on an advertisement as non-mobile users.
According to the announcement, "Of the 92 million impressions cited in the study, approximately 1.3 million (1.5%) came from mobile browsing. While non-mobile held steady with a 0.83% clickthrough rate, mobile as a whole pulled a mere 0.48% - just over half of the average."
While growth in smartphones might indicate a strong market potential for mobile advertising, users are apparently not receptive to it (or too savvy to click on the ads) perhaps because of the immediacy (find answers quickly) that mobile provides. What I also find interesting is that iPhone users (those with the best UI) have the lowest click-through rates - just 0.30%. This might suggest, especially in light of the fact that Palm (and those from the "other" category) has an atrocious UI and is difficult to navigate around indicating some invalid clicks on some level as well.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.