Research

What's My Worth? Report 2015

Overview

Exploring the value exchange consumers have with advertisers in return for letting them into their most personal environment, their mobile devices, “What’s My Worth?” polled over 4,000 consumers across four countries. 

Highlights

Mobile consumers have told advertisers what they believe they are worth, suggesting that engaging with one minute of advertising on mobile devices is equivalent to £6.80 / €8.80 / $10.80 per consumer for advertisers.

 

Highlights from the research indicate that today’s consumers understand and accept the value exchange of ads supporting free apps and content, with four in five (79%) stating that they understood this paradigm. In addition, almost three quarters (72%) said they expected ads on mobile devices to keep content free, whilst only three percent paid for apps to remove ads. 

 

With results revealing that consumers are more than twice as likely to remember a product or message on a mobile device (22%) than desktop (10%), the survey also revealed that over a third of consumers that engaged with a mobile ad in the last 12 months on their smartphone (35%) and tablet (38%) have consequently been prompted to specific actions as a result. 

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