59% of US consumers are most receptive to mobile ads when they are “at home watching TV”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 08, 2019, 3:12 AM UTC

Millennials and Gen X report higher receptivity to ads while running errands or shopping in a store.

Aki Technologies polled 1,000 people in the US online to analyse whether customers themselves note the variation in mobile ad receptivity that brands assess in advertising campaigns. 59% of the respondents are most receptive to ads when they’re “at home watching TV”.

“In bed before going to sleep” encourages the highest receptivity for video ads and is when 51% of participants are most receptive to ads. The study also highlighted that 44.8% of respondents spend five hours or more on their mobile devices.

54% of participants noted familiarity with a brand as a determinant of an ad’s efficacy. Whereas, for 52% the creative component is what determines effectiveness.

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