1. business and industrial
2. advertising and marketing
3. advertising

Premium Advertising – Sweden | UK | France | Germany
►
On behalf of Widespace
05.11.2015
Content
► Study design
► Management Summary
► Sample
► Results
► Total
► Sweden
► UK
► France
► Germany
► Contact
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Study design
Study characteristics
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►
18.03. – 23.03.2015
►
Panel study in a high quality online panel
4 countries (Sweden, UK, France & Germany)
Only Smartphone-users were invited to the study
►
Sample
►
Survey period
Method
►
Sweden
UK
France
Germany
►
►
05.11.2015
Widespace – Premium Advertising
n = 200
n = 200
n = 200
n = 200
4
Management Summary
Management Summary
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Users across all countries have very high expectations of mobile websites and apps. Good site
performance and low load-times are very important to more than 80% of all users. Good usability and
design also have to go hand in hand with relevant and up-to-date content.
►
Big international sites like Facebook, Google and Amazon are seen as premium for exactly these
reasons. Users see these sites / apps as easy to navigate while supplying the right content at the right
time.
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When it comes to advertising on premium sites it is important to protect users from inappropriate content.
More than 50% of all users agree that poor website- / app-content negatively impacts advertised brands.
General
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Publishers should also keep a close eye on their ad delivery systems: Overdelivery of ads and a
premium image don’t mix well.
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Personalised advertising is generally well received but options to opt out from receiving them should be
in place.
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While the above is true for all countries in this study (Sweden, UK, France & Germany) there are fine
nuances between these markets that have to be taken into consideration when serving ads on premium
sites in these regions.
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Management Summary
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In Sweden mobile web usage is not only for the young and tech savvy. There is an increasing audience
of older mobile users who bring a more sceptical view to the mobile landscape.
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Premium publishers should focus on their infrastructure first: That means fast loading and easy to access
sites (80% of users say this is important for premium sites). Information should be believable and easy to
understand.
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As 54% of all users say that poor website / app quality negatively impacts advertised brands, choosing
publishers that rate highly on technical and content quality is strongly advised.
Sweden
►
Mobile ads are currently rated very poorly by Swedish customers (more than 80% rating them as
average or below).
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To address this issue ads for Swedish woman should be relevant to their interests and easily understood.
Swedish men prefer ads that have links to additional information.
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Especially for the younger demographic targeting technologies can be used to achieve the desired
relevance of mobile ads. Keep in mind that users 30 and older don’t have a positive attitude towards
these technologies.
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Management Summary
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In Britain content quality is the driving factor behind premium sites. Information should be believable and
easy to understand with just the right amount of detail. This high quality content has not to be written by
professional journalists.
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Placing ads on premium mobile sites is very important in the UK as almost 70% of all users think that
poor website / app quality has a negative impact on advertised brands. Advertisers should especially stay
away from sites with sexual content.
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Ads in mobile apps are the most highly rated digital ad formats. Ads on mobile websites are however the
least well regarded.
UK
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To achieve high ad ratings the focus should be on the delivery of relevant and easy to understand
information, not on emotional appeal. Two thirds of Brits also express a strong favourability of well
designed (visually pleasing) ads.
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Targeted ads are popular with British smartphone users. 50% prefer them above non targeted ads.
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Management Summary
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French smartphone users place very high expectations on premium sites / apps across the board. Above
all else sites should be easy to navigate and access while also presenting the content in an easy to read
format.
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While the premium market in France is very demanding on publishers the investment can pay off. More
than 60% of all users think that poor websites or apps have a negative impact on advertised brands.
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Mobile ad quality has still a long way to go in France. Especially ads on mobile websites receive poor
ratings.
France
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Ads should be easy to understand and provide relevant information but one unique possibility for
designers can be the proper use of fonts and colours which is seen as very important by French
customers.
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05.11.2015
French mobile users mostly like targeted ads to learn more about interesting products.
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Management Summary
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In Germany publishers should focus on technical quality (load time and easy access) first. German
smartphone users also prefer believable and detailed information over easy to understand information.
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Site content is generally less important to German customers. 51% think that poor website or app
content doesn’t negatively influence advertised brands.
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Digital ads are generally less well regarded in Germany with mobile ads being the least favoured.
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Especially higher educated Germans have high expectations of mobile ads. Design factors are very
relevant here. To score with German customers ads should be visually pleasing and make proper use of
fonts and colours while providing easy to understand information.
Germany
►
Targeting technologies are generally accepted but German smartphone users strongly prefer to have the
ability to choose for themselves if they want to receive personalised ads.
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Sample
Sample
50% of Panelists are female, 47% are between 30-49 years old with a medium to high education and a medium income.
Gender
Age
16 – 29
years
50+ years
23,8
female
29,3
49,6
50,4
male
47,0
30 – 49
years
Education
Income
low
other
1,3
no answer
10,5
high
low
10,6
8,4
37,8
36,0
high
50,5
medium
45,0
medium
Base: All respondents (n=800); Values in percent
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Sample
Smartphone penetration in Sweden is higher compared to the other countries. This shows in a higher percentage of
older users.
Gender
Age
16 – 29
years
50+ years
SWE
32,5
35,0
female
50,0
50,0
male
32,5
30 – 49
years
Education
Income
low
other
2,0
no answer
9,0
14,0
high
35,0
low
22,5
12,5
high
54,0
medium
51,0
medium
Base: All respondents (n=200); Values in percent
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Sample
British smartphone users tend to be younger than the average Panelist. The level of educations is also slightly lower.
Gender
Age
50+ years
female
16 – 29
years
13,0
31,5
49,5
50,5
male
55,5
UK
30 – 49
years
Education
Income
low
other
no answer
1,0
30,0
14,0
41,1
low
10,5
high
19,5
high
38,0
medium
45,5
medium
Base: All respondents (n=200); Values in percent
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Sample
French smartphone users are highly educated but have a slightly lower income compared to the whole sample.
Gender
Age
female
16 – 29
years
50+ years
25,5
27,5
48,0
52,0
male
47,0
30 – 49
years
Education
FR
Income
other
low
1,0
4,0
no answer
1,5
low
7,0
high
48,5
37,5
46,5
54,0
high
medium
medium
Base: All respondents (n=200); Values in percent
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Sample
German smartphone users are slightly less educated compared to the total sample.
Gender
Age
50+ years
female
21,5
16 – 29
years
25,5
49,0
51,0
male
53,0
30 – 49
years
DE
Education
Income
low
other
1,0
no answer
9,5
high
5,5
low
11,0
26,0
37,5
high
63,5
46,0
medium
medium
Base: All respondents (n=200); Values in percent
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Results
Results
Total
Part 1 – Digital Device Usage
Tablets are most popular in the UK. Android is the dominant Operating System across all markets, even more so in Germany.
owned devices
operating system of smartphone
100
59
55
43
39
5
4
1
0
4
1
2
1
2
2
100
80
48
48
37
14
11
100
63
56
31
28
12
10
100
68
65
45
16
10
Smartphone
Tablet
Smart-TV
Smartwatch
Android
iOS (iPhone)
13
Windows Phone
BlackBerry
other
Questions: “Which of the following devices do you own?”, “What is the operating system of your current smartphone?”
Base: All respondents (n=800); Values in percent
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Part 1 – General Smartphone Usage
Communication and Social Media are the most popular activities across all countries. Online shopping with a Smartphone is most
popular in the UK.
smartphone usage
Communication (WhatsApp, E-Mail, SMS etc.)
70,5
73,5
Social Media (Facebook, Twitter etc.)
70,0
74,5
Watching short video clips (e.g. YouTube)
54,5
Navigation and routing
53,5
Online shopping
27,5
Reading blogs or tweets
26,5
42,5
46,0
58,0
32,5
33,5
27,5
20,0
28,0
21,5
Video phone calls (e.g. Skype)
15,0
Reading or editing documents
17,0
26,0
25,0
Watching movies or series
15,0
28,0
25,0
Reading e-books or magazines
14,5
22,0
52,5
55,0
45,0
36,0
54,5
49,0
52,0
39,5
54,5
63,5
67,0
31,5
Editing or sharing photos or videos
57,5
64,5
63,5
65,0
Reading the News
60,0
67,0
67,5
58,5
Listening to music
83,0
73,0
17,5
32,0
15,5
18,5
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=800); Values in percent
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Part 2 – Premium mobile content
Technical quality and fast load times are the most important aspects of premium sites across all countries. Swedish smartphone users
generally have lower expectations of premium sites compared to the other countries.
The website should be easy to access.
The website / app should load fast.
The website / app has to provide believable information.
The website / app needs to have an easy navigation structure.
The website / app must provide easy to understand information.
The website / app has to present the information in an easy to read format.
The website / app has to provide information at the right level of detail.
The website / app must have adequate search facilities.
A website should always be optimized for mobile phone usage.
The website / app has to look attractive.
The website / app has to look visually pleasing.
I like to know who is behind the content of a website / app.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
content quality
technical quality
If available, I’ll always choose the app over the mobile website.
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Part 2 – Premium mobile content
Overall technical quality and usability are more important than content quality and design. Germans are more focused on technical
quality and design, French are more concerned with usability.
overall
content quality
technical quality
design
usability
other
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Part 2 – Premium mobile content
The big international sites (Google, Facebook) and national sites (Bild.de, Aftonbladet etc.) are considered „premium“ by most users.
Ease of use and content quality is the defining factor for all these sites.
examples for premium sites
attributes of premium sites
n=195
n=193
Its easy to navigate /
find what I need
n=191
85,1
83,9
The quality of the content
79,0
80,8
The information is always
relevant and up-to-date
79,0
81,3
69,7
Design and layout of the site
The site / app is very popular with
my friends / family / colleagues
Reputation of content
contributors / journalists
54,9
44,6
n=187
78,8
65,8
69,9
85,3
77,5
84,8
75,9
80,6
77,5
73,8
64,4
61,8
65,2
56,7
49,2
Question: “Please name up to three premium sites or apps you visit / use regularly (at least once a week).“ (open question) / “What makes [these sites / apps] / [this site / app] you just named premium?” - Scale: strongly
agree, agree, neutral, disagree, strongly disagree
Base: All Respondents / Respondents, who named at least one premium site / app (n=766); Top Two Values in percent
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Part 2 – Premium mobile content
Overall premium sites should focus on high quality, low frequency advertising. British smartphone users are more willing to accept
advertising based business models, especially if the ads are well targeted.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
I’m willing to accept advertising if
the content remains free.
The ad that is shown should fit the
content of the website / app.
Premium sites / apps should only
have well designed ads.
Well-known advertisers are an indication
of the sites / apps quality.
I expect ads to be personalised /
relevant to me and my interests.
Brands that advertise in premium sites /
apps are more trustworthy.
Advertising on premium sites /
apps has a lot more credibility.
I find advertising on premium sites /
apps annoying. (revers coded)
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Part 2 – Premium mobile content
Most participants are willing to accept advertising if the content is available for free. One third of all smartphone users are willing to pay
for premium content without advertising.
paying for
premium content
Advertising is acceptable if the content is available for free.
I think it is justified that premium sites / apps require a payment or subscription.
I am willing to pay to view premium content without advertising.
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Part 3 – Mobile Advertising in General
High quality ads are easy to understand and provide relevant information. They should also not impact the load time of the site.
High quality ads…
provide information that is easy to understand.
provide relevant information.
do not impact the sites load time.
have links to more information.
are visually pleasing.
provide believable information.
use fonts / colors properly.
encourage me to get more information about the product.
are innovative.
have a strong emotional message.
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Advertising in mobile media (web and app) receives the lowest acceptance.
rating of different media
Print
TV
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=800); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Almost 60% of all participants think that poor website / app content has a negative impact on the perception of an advertised brand.
Extremely religious or political content does not go well with well known brands.
68
63
54
negative impact of
poor websites / apps
22
17
yes / rather yes
no / rather no
21
9
neither nor
I don't know
49
7
yes / rather yes
no / rather no
neither nor
I don't know
27
17
5
12
yes / rather yes
no / rather no
14
9
neither nor
I don't know
yes / rather yes
no / rather no
11
neither nor
I don't know
inappropriate environments
for well-known-brands
Extremely religious
76,5
Sexual content
67,0
Extremely political
67,5
Betting / gambling
50,0
Alcohol related
48,0
Child related
34,5
Gossip tabloids
27,5
9,5
49,5
58,0
47,5
33,5
35,0
30,0
28,0
44,5
41,0
29,0
56,0
52,0
40,5
41,5
Games
News
46,5
47,0
42,5
38,5
23,0
35,0
17,0
23,0
19,0
17,0
22,5
18,0
16,0
21,0
Tools and health apps
13,5
13,5
12,0
18,0
Blogs
14,0
13,5
12,5
16,0
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=800); Values in percent
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Part 3 – Mobile Advertising in General
40% of all participants prefer personalised advertising, in Sweden only 29% agree with this statement. Under 20% of all participants
have strong negative associations with personalised ads.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it
Personalised advertising allows me to learn
more about interesting products
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests
Personalised advertising makes me
feel uncomfortable (revers coded)
I feel that personalised advertising is infringing
on my personal rights (revers coded)
0
20
40
Sweden
UK
60
France
80
100
Germany
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=800); Top Two Values in percent
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Results
Sweden
Part 1 – Digital Device Usage
Almost 60% of Swedish smartphone users also own a Tablet. Android is the most popular operating system (55%).
owned devices
operating system of smartphone
100
59
55
43
39
5
Smartphone
Tablet
Smart-TV
Smartwatch
4
Android
iOS (iPhone)
1
Windows Phone
3
BlackBerry
other
Questions: “Which of the following devices do you own?”, “What is the operating system of your current smartphone?”
Base: All respondents (n=200); Values in percent
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Part 1 – General Smartphone Usage
Swedish users use their smartphones predominantly for communication and social media or reading news.
smartphone usage
Communication (WhatsApp, E-Mail, SMS etc.)
70,5
Social Media (Facebook, Twitter etc.)
70,0
65,0
Reading the News
58,5
Listening to music
54,5
Watching short video clips (e.g. YouTube)
53,5
Navigation and routing
31,5
Editing or sharing photos or videos
27,5
Online shopping
26,5
Reading blogs or tweets
Reading or editing documents
17,0
Video phone calls (e.g. Skype)
15,0
Watching movies or series
15,0
Reading e-books or magazines
14,5
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
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Part 1 – General Smartphone Usage
Reading news on the smartphone is more popular among older users. Younger users listen to music or watch short clips
more often.
smartphone usage
16-29 years
(n=65)
Total
30-49 years
(n=65)
Communication (WhatsApp, E-Mail, SMS etc.)
70,5
76,9
Social Media (Facebook, Twitter etc.)
70,0
78,5
Watching short video clips (e.g. YouTube)
54,5
Navigation and routing
53,5
32,3
Reading blogs or tweets
26,5
33,8
Reading or editing documents
17,0
21,5
Video phone calls (e.g. Skype)
15,0
21,5
Watching movies or series
15,0
Reading e-books or magazines
14,5
26,2
16,9
41,4
55,4
51,4
55,4
35,4
27,5
40,0
61,5
53,8
Online shopping
71,4
63,1
67,7
31,5
Editing or sharing photos or videos
65,7
66,2
75,4
58,5
Listening to music
64,3
70,8
60,0
65,0
Reading the News
50+ years
(n=70)
15,7
44,6
18,6
32,3
18,6
27,7
16,9
12,3
16,9
15,4
12,9
11,4
2,9
11,4
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
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Part 2 – Premium mobile content
For Swedish sites or apps it is most important to have fast loading and easy to access content.
The website / app should load fast.
The website should be easy to access.
The website / app has to provide believable information.
The website / app needs to have an easy navigation structure.
The website / app must provide easy to understand information.
The website / app has to present the information in an easy to read format.
The website / app has to provide information at the right level of detail.
A website should always be optimized for mobile phone usage.
The website / app must have adequate search facilities.
The website / app has to look visually pleasing.
The website / app has to look attractive.
I like to know who is behind the content of a website / app.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
content quality
If available, I’ll always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
Especially participants with medium or high education prefer content generated by professional journalists.
Users with a lower education are more likely to prefer attractive looking mobile sites or apps.
The website / app should load fast.
The website should be easy to access.
The website / app has to provide believable information.
The website / app needs to have an easy navigation structure.
The website / app must provide easy to understand information.
The website / app has to present the information in an easy to read format.
The website / app has to provide information at the right level of detail.
A website should always be optimized for mobile phone usage.
The website / app must have adequate search facilities.
The website / app has to look visually pleasing.
The website / app has to look attractive.
I like to know who is behind the content of a website / app.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
content quality
If available, I’ll always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
Education:
40
Total
low
60
medium
80
100
high
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
Technical quality and usability of a site are the most important aspects of premium sites for Swedish mobile users.
overall
content quality
technical quality
design
usability
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
The most frequently named premium do to excel on easy navigation and high content quality.
Attributes of premium sites
Its easy to navigate /
find what I need
85,1
The quality of the content
79,0
The information is always
relevant and up-to-date
79,0
Design and layout of the site
69,7
The site / app is very popular with
my friends / family / colleagues
Reputation of content
contributors / journalists
54,9
44,6
Question: “What makes [these sites / apps] / [this site / app] you just named premium?” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All Respondents / Respondents, how named at least one premium site / app (n=195); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Swedish mobile users are generally acceptant of mobile ads, as long as they are appropriate and not too frequent.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
I’m willing to accept advertising if
the content remains free.
The ad that is shown should fit the
content of the website / app.
Premium sites / apps should only
have well designed ads.
Brands that advertise in premium sites /
apps are more trustworthy.
Well-known advertisers are an indication
of the sites / apps quality.
Advertising on premium sites /
apps has a lot more credibility.
I expect ads to be personalised /
relevant to me and my interests.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
40
60
80
100
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Especially younger users are sensitive to the frequency of ads that are delivered on mobile sites. Older users are less
acceptant of advertising based business models.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
I’m willing to accept advertising if
the content remains free.
The ad that is shown should fit the
content of the website / app.
Premium sites / apps should only
have well designed ads.
Brands that advertise in premium sites /
apps are more trustworthy.
Well-known advertisers are an indication
of the sites / apps quality.
Advertising on premium sites /
apps has a lot more credibility.
I expect ads to be personalised /
relevant to me and my interests.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
In Sweden the advertising model for mobile website is much preferred to paying for content.
paying for
premium content
Advertising is acceptable if the content is available for free.
I am willing to pay to view premium content without advertising.
I think it is justified that premium sites / apps require a payment or subscription.
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
It is important to make sure mobile ads don‘t impact the load time of a page. Information should be easy to understand
supplying the users with relevant information and offer an opportunity to learn more about the product.
High quality ads…
do not impact the sites load time.
provide information that is easy to understand.
provide relevant information.
have links to more information.
provide believable information.
use fonts / colors properly.
are visually pleasing.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
60
80
100
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Younger users have higher expectations of mobile advertising. Their focus is more on easy to understand and
relevant ads.
High quality ads…
do not impact the sites load time.
provide information that is easy to understand.
provide relevant information.
have links to more information.
provide believable information.
use fonts / colors properly.
are visually pleasing.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Mobile ad preferences differ between male and female Swedes. Women value easy to understand and relevant information
more while ads targeted to a male audience should always include links to more information.
High quality ads…
do not impact the sites load time.
provide information that is easy to understand.
provide relevant information.
have links to more information.
provide believable information.
use fonts / colors properly.
are visually pleasing.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
Total
male
60
80
100
female
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Swedish users don‘t have a high opinion of ads on mobile devices. Print ads are the most highly regarded ads.
rating of different media
Print
TV
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
60
80
100
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Younger users have a higher opinion of mobile ads, especially in apps. The ratings in this group are on par with online ads.
rating of different media
Print
TV
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
High quality is of high importance for advertisers. 54% of Swedish smartphone users think that poor content has a negative
impact on advertised brands. Extremely religious, political or sexual content should be avoided.
54
negative impact of
poor websites / apps
22
17
yes / rather yes
neither nor
9
no / rather no
I don't know
inappropriate environments
for well-known-brands
Extremely religious
76,5
Extremely political
67,5
Sexual content
67,0
Betting / gambling
50,0
Alcohol related
48,0
Gossip tabloids
41,5
Child related
34,5
Games
27,5
Blogs
14,0
Tools and health apps
13,5
News
9,5
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Sexual content is seen as inappropriate by 80% of Swedish female smartphones users. Male users are mostly sceptical of
extremely religious content.
male
(n=100)
Total
57
54
negative impact of
poor websites / apps
female
(n=100)
22
17
yes / rather yes
no / rather no
50
neither nor
I don't know
23
13
9
20
7
yes / rather yes
no / rather no
neither nor
I don't know
20
yes / rather yes
no / rather no
10
neither nor
I don't know
inappropriate environments
for well-known-brands
Extremely religious
76,5
Extremely political
67,5
Sexual content
67,0
79,0
64,0
50,0
44,0
Alcohol related
48,0
43,0
41,5
Child related
14,0
Tools and health apps
13,5
News
09,5
56,0
53,0
37,0
29,0
27,5
Blogs
80,0
46,0
34,5
Games
71,0
54,0
Betting / gambling
Gossip tabloids
74,0
40,0
22,0
18,0
11,0
7,0
33,0
10,0
16,0
12,0
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Swedish mobile users want to choose if they want to receive targeted ads or not (55%). The negative aspects of targeted ads
are not strongly regarded in the Swedish mobile population.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising allows me to learn
more about interesting products.
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
Personalised advertising makes me
feel uncomfortable. (reverse coded)
0
20
40
60
80
100
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Users below 30 are very aware of the upside of personalised advertising: They like to learn more about interesting new
products.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising allows me to learn
more about interesting products.
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
Personalised advertising makes me
feel uncomfortable. (reverse coded)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Results
UK
Part 1 – Digital Device Usage
Tablets are very popular among Swedish smartphone users. Almost 50% of panelists also own a Smart-TV.
owned devices
operating system of smartphone
100
80
48
48
37
14
11
4
Smartphone
Tablet
Smart-TV
Smartwatch
Android
iOS (iPhone)
Windows Phone
1
BlackBerry
other
Questions: “Which of the following devices do you own?”, “What is the operating system of your current smartphone?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 1 – General Smartphone Usage
Communication and social media are the most prominent activities among British smartphone users. Almost 60% of all users
do also regularly shop online with their mobile phone at least once a week.
smartphone usage
74,5
Social Media (Facebook, Twitter etc.)
73,5
Communication (WhatsApp, E-Mail, SMS etc.)
Listening to music
67,5
Watching short video clips (e.g. YouTube)
67,0
63,5
Reading the News
58,0
Online shopping
52,0
Navigation and routing
45,0
Editing or sharing photos or videos
39,5
Reading blogs or tweets
36,0
Video phone calls (e.g. Skype)
28,0
Watching movies or series
26,0
Reading or editing documents
Reading e-books or magazines
22,0
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
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Part 1 – General Smartphone Usage
92% of all Smartphone users below 30 use Social Media at least once a week. Communication via WhatsApp, E-Mail and
SMS is most prominent among 30-49 year-olds.
smartphone usage
16-29 years
(n=63)
Total
Social Media (Facebook, Twitter etc.)
74,5
Communication (WhatsApp, E-Mail, SMS etc.)
73,5
30-49 years
(n=111)
92,1
67,5
81,0
Watching short video clips (e.g. YouTube)
67,0
81,0
Video phone calls (e.g. Skype)
Watching movies or series
28,0
Reading or editing documents
26,0
Reading e-books or magazines
22,0
36,5
31,7
25,4
46,2
46,8
26,9
45,0
34,2
49,2
36,0
50,0
54,1
58,7
39,5
Reading blogs or tweets
57,7
66,7
52,4
45,0
Editing or sharing photos or videos
42,3
64,9
63,5
52,0
Navigation and routing
57,7
62,2
68,3
58,0
Online shopping
65,4
73,0
60,3
63,5
Reading the News
46,2
71,2
77,8
Listening to music
50+ years
(n=26)
35,1
26,1
26,1
23,4
15,4
7,7
15,4
11,5
7,7
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 2 – Premium mobile content
For mobile websites and apps in Britain it is very important to supply the users with believable and easy to understand
Information that is presented with just the right depth.
The website should be easy to access.
The website / app has to provide believable information.
The website / app must provide easy to understand information.
The website / app has to provide information at the right level of detail.
The website / app should load fast.
The website / app has to present the information in an easy to read format.
The website / app needs to have an easy navigation structure.
The website / app must have adequate search facilities.
A website should always be optimized for mobile phone usage.
The website / app has to look visually pleasing.
The website / app has to look attractive.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
I like to know who is behind the content of a website / app.
content quality
If available, Ill always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
The higher the education level the higher the demands for high quality content. Users with a high level of education also
value content that is written by professional journalists more.
The website should be easy to access.
The website / app has to provide believable information.
The website / app must provide easy to understand information.
The website / app has to provide information at the right level of detail.
The website / app should load fast.
The website / app has to present the information in an easy to read format.
The website / app needs to have an easy navigation structure.
The website / app must have adequate search facilities.
A website should always be optimized for mobile phone usage.
The website / app has to look visually pleasing.
The website / app has to look attractive.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
I like to know who is behind the content of a website / app.
content quality
If available, Ill always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
Education:
40
Total
low
60
medium
80
100
high
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
80% of British smartphone users value a high technical quality and usability of mobile sites and apps.
overall
content quality
technical quality
design
usability
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Sites are generally seen as „premium“ when they are easy to navigate and provide relevant and up-to-date information.
attributes of premium sites
Its easy to navigate /
find what I need
83,9
The information is always
relevant and up-to-date
81,3
The quality of the content
80,8
Design and layout of the site
78,8
Reputation of content
contributors / journalists
The site / app is very popular with
my friends / family / colleagues
69,9
65,8
Question: “What makes [these sites / apps] / [this site / app] you just named premium?” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All Respondents / Respondents, how named at least one premium site / app (n=193); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
The right level of advertising is very important to British smartphone users. Almost 50% of all users agree that brands that
advertise on premium sites are more trustworthy.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
I’m willing to accept advertising if
the content remains free.
Premium sites / apps should only
have well designed ads.
The ad that is shown should fit the
content of the website / app.
I expect ads to be personalised /
relevant to me and my interests.
Well-known advertisers are an indication
of the sites / apps quality.
Brands that advertise in premium sites /
apps are more trustworthy.
Advertising on premium sites /
apps has a lot more credibility.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
40
60
80
100
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Especially Brits with a medium level of education prefer personalised ads. Highly educated users are more concerned with
well designed ads.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
I’m willing to accept advertising if
the content remains free.
Premium sites / apps should only
have well designed ads.
The ad that is shown should fit the
content of the website / app.
I expect ads to be personalised /
relevant to me and my interests.
Well-known advertisers are an indication
of the sites / apps quality.
Brands that advertise in premium sites /
apps are more trustworthy.
Advertising on premium sites /
apps has a lot more credibility.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
Education:
40
Total
low
60
medium
80
100
high
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Ads are accepted if the content is free, but 40% of users are also fine with being charged for premium sites or apps.
paying for
premium content
Advertising is acceptable if the content is available for free.
I think it is justified that premium sites / apps require a payment or subscription.
I am willing to pay to view premium content without advertising.
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
British smartphone users are far more willing to pay for premium content without advertising.
paying for
premium content
Advertising is acceptable if the content is available for free.
I think it is justified that premium sites / apps require a payment or subscription.
I am willing to pay to view premium content without advertising.
0
20
Income:
40
Total
low
60
medium
80
100
high
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Mobile ads in the UK should provide relevant and easy to understand information. Visually appealing ads are also very
important to the majority of users.
High quality ads…
provide relevant information.
provide information that is easy to understand.
are visually pleasing.
provide believable information.
do not impact the sites load time.
have links to more information.
use fonts / colors properly.
encourage me to get more information about the product.
are innovative.
have a strong emotional message.
0
20
40
60
80
100
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Older smartphone users have no strong opinion towards mobile ads. Especially users between 30 an 49 years want to be
able to receive more information via links on an ad.
High quality ads…
provide relevant information.
provide information that is easy to understand.
are visually pleasing.
provide believable information.
do not impact the sites load time.
have links to more information.
use fonts / colors properly.
encourage me to get more information about the product.
are innovative.
have a strong emotional message.
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Ads in mobile apps are the most highly rated form of digital advertising. Mobile web ads still have room for improvement.
rating of different media
TV
Print
Mobile apps
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Radio
Mobile Web (e.g. via Smartphone, Tablet etc.)
0
20
40
60
80
100
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Older users generally don‘t appreciate advertising. However mobile web ads are the most highly rated after TV ads among
users 50 years and older.
rating of different media
TV
Print
Mobile apps
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Radio
Mobile Web (e.g. via Smartphone, Tablet etc.)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Poor website content is a very strong negative impact on advertised brands in Britain. Britains mostly think of sexual content
as inappropriate for brands.
68
negative impact of
poor websites / apps
21
7
yes / rather yes
neither nor
no / rather no
5
I don't know
inappropriate environments
for well-known-brands
Sexual content
58,0
Extremely religious
46,5
Betting / gambling
41,0
Extremely political
40,5
Alcohol related
35,0
Gossip tabloids
30,0
Child related
29,0
Games
19,0
18,0
News
Tools and health apps
13,5
Blogs
13,5
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Religious, sexual and political content is seen as most inappropriate among older users.
16-29 years
(n=63)
30-49 years
(n=111)
68
68
negative impact of
poor websites / apps
yes / rather yes
no / rather no
23
22
19
5
neither nor
I don't know
73
66
21
7
50+ years
(n=26)
5
yes / rather yes
no / rather no
9
8
neither nor
I don't know
yes / rather yes
no / rather no
4
neither nor
I don't know
4
0
yes / rather yes
no / rather no
neither nor
I don't know
inappropriate environments
for well-known-brands
Sexual content
58,0
Extremely religious
47,6
46,5
30,2
Betting / gambling
41,0
38,1
Extremely political
40,5
38,1
Alcohol related
35,0
Gossip tabloids
30,0
Child related
29,0
Games
19,0
News
18,0
60,4
53,2
38,5
39,6
50,0
36,9
25,4
38,5
32,4
22,2
17,5
57,7
43,2
30,2
20,6
73,1
30,8
31,5
19,8
18,9
Tools and health apps
13,5
11,1
15,3
Blogs
13,5
12,7
15,3
34,6
11,5
15,4
11,5
7,7
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
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Part 3 – Mobile Advertising in General
Almost 50% of British smartphone users appreciate personalised ads and like to learn more about interesting products
through these ads. However most users want to actively decide if they are being targeted to not.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising allows me to learn
more about interesting products.
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
Personalised advertising makes me
feel uncomfortable. (reverse coded)
0
20
40
60
80
100
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Higher eduacted smartphone users prefer to be able to choose if they want to receive personalised ads. Lower educated
users like targeted ads as an alternative to non specific ads.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising allows me to learn
more about interesting products.
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
Personalised advertising makes me
feel uncomfortable. (reverse coded)
0
20
Education:
40
Total
low
60
medium
80
100
high
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Results
France
Part 1 – General Smartphone Usage
While Tablets are very popular among French smartphone users only 1/3 own a Smart-TV.
owned devices
operating system of smartphone
100
63
56
31
28
12
10
2
Smartphone
Tablet
Smart-TV
Smartwatch
Android
iOS (iPhone)
Windows Phone
1
BlackBerry
other
Questions: “Which of the following devices do you own?”, “What is the operating system of your current smartphone?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 1 – General Smartphone Usage
French participants mostly use their smartphone for communication and social media. Shopping on mobile devices is not as
popular as in other countries (34%).
smartphone usage
73,0
Communication (WhatsApp, E-Mail, SMS etc.)
Social Media (Facebook, Twitter etc.)
67,0
Listening to music
64,5
Reading the News
63,5
Navigation and routing
55,0
Watching short video clips (e.g. YouTube)
49,0
Editing or sharing photos or videos
46,0
Online shopping
33,5
Video phone calls (e.g. Skype)
28,0
Reading blogs or tweets
27,5
Watching movies or series
25,0
Reading or editing documents
25,0
Reading e-books or magazines
17,5
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 1 – General Smartphone Usage
Social media is most prominent among younger users. Older users lean towards other means of communication and
frequently use their smartphone to read the news.
smartphone usage
16-29 years
(n=55)
Total
78,2
73,0
Communication (WhatsApp, E-Mail, SMS etc.)
Social Media (Facebook, Twitter etc.)
30-49 years
(n=94)
Listening to music
64,5
Reading the News
63,5
Navigation and routing
74,5
60,0
Watching short video clips (e.g. YouTube)
Editing or sharing photos or videos
Online shopping
41,2
64,7
47,1
37,3
33,3
48,9
45,5
33,5
71,3
48,9
52,7
46,0
43,1
53,2
60,0
49,0
69,1
64,9
65,5
55,0
70,6
71,3
85,5
67,0
50+ years
(n=51)
19,6
34,0
Video phone calls (e.g. Skype)
28,0
41,8
28,7
Reading blogs or tweets
27,5
41,8
29,8
11,8
7,8
Watching movies or series
25,0
36,4
23,4
15,7
Reading or editing documents
25,0
38,2
21,3
17,6
Reading e-books or magazines
17,5
27,3
16,0
9,8
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 2 – Premium mobile content
French smartphone users value easy to navigate websites and apps. Design factors and easy access rank before content
considerations.
The website / app needs to have an easy navigation structure.
The website / app has to present the information in an easy to read format.
The website should be easy to access.
The website / app has to provide believable information.
The website / app must have adequate search facilities.
The website / app must provide easy to understand information.
The website / app should load fast.
The website / app has to provide information at the right level of detail.
The website / app has to look attractive.
A website should always be optimized for mobile phone usage.
The website / app has to look visually pleasing.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
I like to know who is behind the content of a website / app.
content quality
If available, I’ll always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Older users prefer easy to access sites with believable information. A visually appealing website / app is of less importance in
that age group.
The website / app needs to have an easy navigation structure.
The website / app has to present the information in an easy to read format.
The website should be easy to access.
The website / app has to provide believable information.
The website / app must have adequate search facilities.
The website / app must provide easy to understand information.
The website / app should load fast.
The website / app has to provide information at the right level of detail.
The website / app has to look attractive.
A website should always be optimized for mobile phone usage.
The website / app has to look visually pleasing.
I think of websites / apps that are popular as more trustworthy.
It is important to me that professional journalists generate the news.
I like to know who is behind the content of a website / app.
content quality
If available, Ill always choose the app over the mobile website.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
French users have high expectations of premium websites or apps across all categories.
overall
content quality
technical quality
design
usability
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Sites / apps that are chosen as examples of „premium“ are easy to navigate and provide high quality content.
attributes of premium sites
Its easy to navigate /
find what I need
85,3
The quality of the content
84,8
The information is always
relevant and up-to-date
80,6
Design and layout of the site
The site / app is very popular with
my friends / family / colleagues
Reputation of content
contributors / journalists
73,8
64,4
61,8
Question: “What makes [these sites / apps] / [this site / app] you just named premium?” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All Respondents / Respondents, how named at least one premium site / app (n=191); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Premium sites in France should protect users from inappropriate advertising and only show a low number of higher quality
ads. A good fit of brand and site / app content is also very important to French users.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
The ad that is shown should fit the
content of the website / app.
Premium sites / apps should only
have well designed ads.
I’m willing to accept advertising if
the content remains free.
Well-known advertisers are an indication
of the sites / apps quality.
I expect ads to be personalised /
relevant to me and my interests.
Advertising on premium sites /
apps has a lot more credibility.
Brands that advertise in premium sites /
apps are more trustworthy.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
40
60
80
100
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
Users in the age group from 30 to 49 have the highest expectations of ads on premium sites. Personalised ads are most
valued by users below 50.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
The ad that is shown should fit the
content of the website / app.
Premium sites / apps should only
have well designed ads.
I’m willing to accept advertising if
the content remains free.
Well-known advertisers are an indication
of the sites / apps quality.
I expect ads to be personalised /
relevant to me and my interests.
Advertising on premium sites /
apps has a lot more credibility.
Brands that advertise in premium sites /
apps are more trustworthy.
I find advertising on premium sites /
apps annoying. (reverse coded)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
The advertisement based business model is well accepted in France. One third of all users would be willing to pay for
premium content.
paying for
premium content
Advertising is acceptable if the content is available for free.
I am willing to pay to view premium content without advertising.
I think it is justified that premium sites / apps require a payment or subscription.
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
When it comes to mobile ads French users value easy to understand and relevant information. The proper use of fonts and
colours is also of high importance to them, especially compared to other countries.
High quality ads…
provide information that is easy to understand.
provide relevant information.
use fonts / colors properly.
do not impact the sites load time.
have links to more information.
are visually pleasing.
provide believable information.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
60
80
100
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Younger French smartphone users are by far the most concerned with easy to understand ads. Thy also prefer ads with a
strong emotional message compared to the older age groups.
High quality ads…
provide information that is easy to understand.
provide relevant information.
use fonts / colors properly.
do not impact the sites load time.
have links to more information.
are visually pleasing.
provide believable information.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Mobile advertising in France is not yet highly regarded. The gap from established media to digital media is less apparent in
France than it is in the other countries.
rating of different media
TV
Print
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
60
80
100
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
Users below 30 have a better opinion of TV and Print ads. Users in the age group of 30-49 have the highest opinion of
mobile advertising.
rating of different media
TV
Print
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
63% of French smartphone users agree that poor website content negatively affects their perception of an advertised brand.
Sexual, extremely religious and extremely political content are mostly seen as inappropriate environments.
63
negative impact of
poor websites / apps
17
yes / rather yes
12
neither nor
no / rather no
9
I don't know
inappropriate environments
for well-known-brands
Sexual content
52,0
Extremely religious
49,5
Extremely political
44,5
Alcohol related
42,5
Betting / gambling
33,5
Child related
23,0
Games
17,0
Gossip tabloids
17,0
16,0
News
Blogs
12,5
Tools and health apps
12,0
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 3 – Mobile Advertising in General
French users appreciate targeted ads as a way to learn about new products. Actively choosing to receive personalised ads is
important to 55% of the smartphone users.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
Personalised advertising allows me to learn
more about interesting products.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising makes me
feel uncomfortable. (reverse coded)
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
0
20
40
60
80
100
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
Widespace – Premium Advertising
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Part 3 – Mobile Advertising in General
Users beyond 50 have a more negative attitude towards personalised advertising. The mid-aged group (30-49) is most
accepting of this new advertising format.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
Personalised advertising allows me to learn
more about interesting products.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising makes me
feel uncomfortable. (reverse coded)
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Results
Germany
Part 1 – General Smartphone Usage
2/3 of German smartphone users also own a Tablet. Android is by far the most prominent operating system in Germany.
owned devices
operating system of smartphone
100
68
65
45
16
10
13
2
Smartphone
Tablet
Smart-TV
Smartwatch
Android
iOS (iPhone)
Windows Phone
2
BlackBerry
other
Questions: “Which of the following devices do you own?”, “What is the operating system of your current smartphone?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 1 – General Smartphone Usage
Communication via WhatsApp, E-Mail and SMS is more prominent than social media in Germany.
smartphone usage
83,0
Communication (WhatsApp, E-Mail, SMS etc.)
60,0
Social Media (Facebook, Twitter etc.)
57,5
Listening to music
Reading the News
54,5
Watching short video clips (e.g. YouTube)
54,5
52,5
Navigation and routing
42,5
Editing or sharing photos or videos
Online shopping
32,5
Reading or editing documents
32,0
21,5
Video phone calls (e.g. Skype)
20,0
Reading blogs or tweets
Reading e-books or magazines
Watching movies or series
18,5
15,5
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
05.11.2015
Widespace – Premium Advertising
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Part 1 – General Smartphone Usage
The young generation has the highest average smartphone usage across all categories. They use it mainly for communication,
social media and watching short clips. The 50+ generation uses it primarily for communication, for navigation or to display documents.
smartphone usage
16-29 years
(n=51)
Total
90,2
83,0
Communication (WhatsApp, E-Mail, SMS etc.)
Reading the News
54,5
Watching short video clips (e.g. YouTube)
54,5
Navigation and routing
52,5
Online shopping
32,5
Reading or editing documents
32,0
21,5
39,2
Reading blogs or tweets
20,0
37,3
Reading e-books or magazines
18,5
15,5
25,5
27,5
37,2
51,2
50,0
51,0
Video phone calls (e.g. Skype)
48,8
52,8
58,8
43,1
39,5
53,8
72,5
51,0
48,8
59,4
60,8
42,5
Editing or sharing photos or videos
86,0
55,7
68,6
57,5
Listening to music
50+ years
(n=43)
78,3
78,4
60,0
Social Media (Facebook, Twitter etc.)
Watching movies or series
30-49 years
(n=106)
37,2
40,6
27,9
25,5
44,2
21,7
19,8
16,0
18,9
14,2
4,7
9,3
9,3
4,7
Question: “Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)?”
Base: All respondents (n=200); Values in percent
05.11.2015
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Part 2 – Premium mobile content
Technical aspects are most important to German smartphone users. Information has to be believable and should be presented
at the right level of detail.
The website / app should load fast.
The website / app has to provide believable information.
The website should be easy to access.
The website / app has to provide information at the right level of detail.
The website / app has to present the information in an easy to read format.
The website / app needs to have an easy navigation structure.
The website / app must have adequate search facilities.
The website / app must provide easy to understand information.
The website / app has to look attractive.
The website / app has to look visually pleasing.
A website should always be optimized for mobile phone usage.
I like to know who is behind the content of a website / app.
I think of websites / apps that are popular as more trustworthy.
If available, Ill always choose the app over the mobile website.
content quality
It is important to me that professional journalists generate the news.
technical quality
design
Websites / apps must have an active community (e.g. comments or facebook integration).
usability
It is important to me that the website / app be recommended by someone I know.
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
Widespace – Premium Advertising
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Part 2 – Premium mobile content
Factors such as technical quality, design and usability are all more important to German smartphone users than content
quality.
overall
content quality
technical quality
design
usability
other
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree
or disagree with each statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Sites / apps are picked as example of „premium“ if they are easy to navigate and provide up-to-date-information.
attributes of premium sites
Its easy to navigate /
find what I need
77,5
The information is always
relevant and up-to-date
77,5
The quality of the content
75,9
Design and layout of the site
65,2
The site / app is very popular with
my friends / family / colleagues
Reputation of content
contributors / journalists
56,7
49,2
Question: “What makes [these sites / apps] / [this site / app] you just named premium?” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All Respondents / Respondents, how named at least one premium site / app (n=187); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Protection from inappropriate advertising and the right amount of ads are most important to German users. A good fit of
content and ad is also of high importance.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
The ad that is shown should fit the
content of the website / app.
I’m willing to accept advertising if
the content remains free.
Well-known advertisers are an indication
of the sites / apps quality.
Premium sites / apps should only
have well designed ads.
Brands that advertise in premium sites /
apps are more trustworthy.
I expect ads to be personalised /
relevant to me and my interests.
Advertising on premium sites /
apps has a lot more credibility.
I find advertising on
premium sites / apps annoying. (reverse coded)
0
20
40
60
80
100
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
05.11.2015
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Part 2 – Premium mobile content
Younger users agree that brands that advertise on premium content are more trustworthy and have more credibility.
advertising on premium
mobile websites / apps
It is important that premium sites / apps protect
their visitors from inappropriate advertising.
Premium sites / apps should have a lesser
number of ads than other sites / apps.
The ad that is shown should fit the
content of the website / app.
I’m willing to accept advertising if
the content remains free.
Well-known advertisers are an indication
of the sites / apps quality.
Premium sites / apps should only
have well designed ads.
Brands that advertise in premium sites /
apps are more trustworthy.
I expect ads to be personalised /
relevant to me and my interests.
Advertising on premium sites /
apps has a lot more credibility.
I find advertising on
premium sites / apps annoying. (reverse coded)
0
20
40
Total
16-29
years
60
30-49
years
80
100
50+
years
Question: “What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement.” - Scale: strongly agree,
agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 2 – Premium mobile content
42% of German users think that it is justified if premium sites charge for their content. Almost 70% agree that advertising is
acceptable if content is free.
paying for
premium content
Advertising is acceptable if the content is available for free.
I think it is justified that premium sites / apps require a payment or subscription.
I am willing to pay to view premium content without advertising.
0
20
40
60
80
100
Question: “In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or
disagree with the statement.” - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Apart from being easy to understand, German smartphone users say that it is very important for ads to make proper use of
fonts and colour and to be visually pleasing.
High quality ads…
provide information that is easy to understand.
use fonts / colors properly.
are visually pleasing.
provide relevant information.
provide believable information.
do not impact the sites load time.
have links to more information.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
40
60
80
100
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Especially sites and apps that are targeted at users with a high education level should invest in well designed ads with
relevant information.
High quality ads…
provide information that is easy to understand.
use fonts / colors properly.
are visually pleasing.
provide relevant information.
provide believable information.
do not impact the sites load time.
have links to more information.
are innovative.
encourage me to get more information about the product.
have a strong emotional message.
0
20
Education:
40
Total
low
60
medium
80
100
high
Question: “We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality
ads…“ - Scale: strongly agree, agree, neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Ads in mobile apps or on mobile websites are not (yet) highly regarded among German smartphone users.
rating of different media
Print
TV
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
60
80
100
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
Male smartphone users have a higher opinion of advertising in general.
rating of different media
Print
TV
Radio
Desktop Web (e.g. via Desktop PC, Netbook etc.)
Mobile Web (e.g. via Smartphone, Tablet etc.)
Mobile apps
0
20
40
Total
male
60
80
100
female
Question: “How would you rate your general opinion on advertising in the following media?” - Scale: very good, good, average, poor, very poor, I don’t use this media
Base: All respondents (n=200); Top Two Values in percent
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Part 3 – Mobile Advertising in General
49% of German participants think that poor website content negatively influences advertised brands.
Extremely religious and political or gambling sites are seen as highly inappropriate.
49
negative impact of
poor websites / apps
27
yes / rather yes
14
neither nor
no / rather no
11
I don't know
inappropriate environments
for well-known-brands
Extremely religious
56,0
Extremely political
47,5
Betting / gambling
47,0
Alcohol related
38,5
Child related
35,0
Sexual content
28,0
Gossip tabloids
23,0
Games
22,5
21,0
News
Tools and health apps
Blogs
18,0
16,0
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
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Part 3 – Mobile Advertising in General
Younger users are more likely to perceive poor content as a negative influence on an advertised brand.
16-29 years
(n=51)
Total
55
49
negative impact of
poor websites / apps
30-49 years
(n=106)
53
31
27
14
yes / rather yes
no / rather no
33
24
11
neither nor
I don't know
50+ years
(n=43)
8
yes / rather yes
no / rather no
10
6
neither nor
I don't know
yes / rather yes
no / rather no
30
28
13
neither nor
I don't know
9
yes / rather yes
no / rather no
neither nor
I don't know
inappropriate environments
for well-known-brands
Extremely religious
56,0
Extremely political
47,5
Betting / gambling
47,0
Alcohol related
38,5
Child related
Sexual content
35,0
49,0
60,4
41,2
52,8
35,3
48,8
41,5
25,5
37,3
41,9
51,9
29,4
28,0
53,5
41,9
34,9
46,5
23,6
27,9
Gossip tabloids
23,0
Games
22,5
21,6
20,8
27,9
News
21,0
19,6
19,8
25,6
31,4
Tools and health apps
18,0
19,6
Blogs
16,0
21,6
17,9
15,1
12,3
25,6
23,3
18,6
Questions: “Do you think poor website or app content negatively impacts your perception of an advertised brand?”, “What do you generally think is an inappropriate environment for a well-known brand?”
Base: All respondents (n=200); Values in percent
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Part 3 – Mobile Advertising in General
German users are slightly more sceptical of personalised ads (18% feel uncomfortable). An option to opt out of this form of
advertising is valued by the participants.
personalised advertising
I only accept personalised advertising if I can
actively choose to receive it.
Personalised advertising allows me to learn
more about interesting products.
I appreciate personalised advertising as an alternative to
ads that are not tailored to my personal interests.
Personalised advertising makes me
feel uncomfortable. (reverse coded)
I feel that personalised advertising is infringing
on my personal rights. (reverse coded)
0
20
40
60
80
100
Question: “We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement.” - Scale: strongly agree, agree,
neutral, disagree, strongly disagree
Base: All respondents (n=200); Top Two Values in percent
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