Study Shows U.S. Consumers More Tolerant of Mobile Video Ads

Mobile consumers in the United States are more “tolerant” than their European and Canadian counterparts of mobile video ads.

The latest QuickPlay Media Survey finds that 40 percent or more of consumers across all three countries reported that they don’t pay attention to ads while watching content on their devices or don’t find ads irritable.

Viewers in the U.S. (62 percent) however, are less likely to get irritated when it comes to seeing the video ads on their devices compared to Canada (40 percent) and the U.K. (49 percent). 20 percent or more of consumers across all three countries, are willing to pay $5-$7 per month for advertising-free access to (TV shows, movies, events, etc.).

But when it comes to relevant messaging, however, consumers across all three geographies still feel that most mobile ads are highly irrelevant and not specific to their interests. In the U.S., consumers felt that only 29 percent of the ads they viewed were somewhat relevant to them. In the U.K., that percentage falls to just 25%. Canadian consumers think only 12 percent of ads are relevant.

“As more options for watching premium video content emerge for consumers, their particular preferences when it comes to viewing are also coming into focus,” observes Wayne Purboo, president and CEO of QuickPlay Media. “Consumers are looking for more content, Based on these results, consumer sentiments are coming through loud and clear: more and better selection of content delivered with minimal disruption. Service providers must factor in not only the right content but also ensure they have the right service platform to deliver HD quality multiscreen packages without compromising on quality of experience.”