New mobile study: consumers feeling out of control on mobiles

By Tom Pepper

Advertising is ranked as the communications method consumers feel least in control of on their handheld devices. Nearly half (48 per cent) said they feel least in control of ads on smartphones and tablets, ahead of: social media, internet browsing, instant messaging, email, text messaging and making/receiving phone calls.

The study also found that more people feel out of control of ads (36 per cent) on their handheld devices than feel in control of them (25 per cent).

Other findings include:

– Over half of smartphone and tablet users (51 per cent) say they mostly initiate ads on their mobile devices by mistake

– Eight out of ten people (79 per cent) are annoyed by ads which self-initiate, with 45 per cent feeling "very annoyed"

– Two thirds of smartphone and tablet users prefer ads they can initiate on their own

– 77 per cent of consumers feel least in control, out of their primary digital devices, on their mobile phones – with just 12 per cent saying tablets and 11 per cent saying desktops or laptops.

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About the author

Tom Pepper is UK Sales Director at Vibrant Media.

http://www.vibrantmedia.co.uk/

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