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Ensuring engagement of ads can be tough but new research from Opera Mediaworks claims that users’ preferences can be identified in the handsets they own. It asserts that user attributes and personalities differ based on brand but each handset defines mobile web-browsing customs and their app, which makes targeting of advertisements a little more easy.
The research, which forms part of the UK Mobile Audience Insight report from Opera Mediaworks, revealed that there are four classes whose ad browsing habits and curiosity vary broadly. It follows analysis of more than users broken out based on program usage and mapped to their selection of handset.
Samsung and Apple owners fall in the category of Savvy Shoppers that — perhaps surprisingly given that these are a few of the end handsets — like to shop around for a deal and buy through programs and whose taste is for retail and finance apps.
Video advertisement engagement
The study also revealed that Samsung users are more engaged with movie ads — thanks largely to how such smartphones have a tendency to have high quality screens. Such users are also more tempted to click through to promotions and discount offers.
HTC owners are described as the Cultured Club since they are more worried about amusement on their mobiles — such as downloading and listening to audio and engaging with social apps. The study demonstrated that in their bid to be more amused such users are somewhat more likely to dwell.
LG owners are very established — defined by Opera Mediaworks as Social Superstars. Because they are focussed on taking pictures downloading social-media and picture programs and communicating on Facebook and Twitter however their use is more transient. Behaviour means that LG users favor shorter-form content.
High interaction rate
The class – Motorola owners – are defined as Techie Travellers because, while they have a higher interaction rate with all kinds of mobile advertising formats, they are just interested once the ad is based on their own specific interest of traveling. They download travel programs and use maps such as Navarre GPS and Google Maps.
Mark Slade, managing director at Opera Mediaworks, believes that the findings of his company will be key for advertisers when targeting users.
“This research is proof that brands need more granular details about who they’re reaching so as to serve relevant ad campaigns to customers. The more information you possess on your end users, the greater the engagement rates will be,” he said.
