Ads delivered through mobile devices, online games and other forms of emerging media are preferred by 9% of U.S. adults over other means of distributing advertising, Mediamark Research & Intelligence says.
Consumers who prefer emerging media also tend to be younger-a median age of 35.5, the youngest median age among consumer groups in the study-and also have a much stronger interest than other consumers in trying new products, following the latest fashions and in brand image, Mediamark says.
“Consumers who prefer advertising messages delivered through their mobile devices and through product placement tend to be younger, pro-innovation, pro-celebrity and pro-fashion,” says Anne Marie Kelly, vice president of marketing and strategic planning at Mediamark.
These consumers are still a minority, the study says. The largest group of consumers in the study, 32%, was defined as “ad adverse” with no preference.
The second largest segment of study respondents, or 17%, prefer ads delivered through electronic mass media outside of mobile devices, including through the Internet, radio and TV; another 17% said they prefer ads on printed paper; 13% prefer ads placed at sports and entertainment events and product placements in movies and TV programs; 12% prefer outdoor ads such as billboards and bus ads.