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iPhone Users Not Clicking on Ads

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Oct 9, 2008 

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Kathleen  |

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iPhone Users Not Clicking on Ads

ADOTAS – iPhone users are dissatisfied with mobile portals of popular news sites, a new study Keynote produced reports. Click-through rates on ads are also very low.
“The iPhone is a breakthrough mobile smart phone,” said Dan Richards, senior product manager at Keynote, “but our Keynote WebEffective study shows that the user experience of surfing Web sites is not. There are some areas of usability that need to be perfected for end users to be fully satisfied. Mobile Web designers are having to learn and adapt to a brand new world.”
Key study findings:
In the Keynote WebEffective for iPhone study, more than 75 participants were tasked with finding an entertainment news story, reading a news article, and searching for a story on a specific topic then sending it to a friend. Highlights of the study include:
• Satisfaction rates were low for both Yahoo (51%) and Fox News (64%) mobile Web sites and less than half of users found the sites to be appealing.
• Only 4% of users tapped into advertising; nearly a quarter noticed advertising but did not click through.
• While Fox News users were more likely to find the mobile experience to be better than a computer experience, Yahoo users were more likely to find the mobile experience to be much worse than a computer experience.
• Significantly more Yahoo! users (60%) reported frustration with the site than Fox News users (33%).
• Expected user frustrations included site errors, cluttered pages, poor site speed as well as excessive scrolling. Path analysis reveals how users encountered and attempted to work around these issues.
• Unexpected findings included a lack of visual appeal and difficulties around the search feature.

Tags: click-through-rates, interactive-advertising, iPhone, Mobile-Advertising and Mobile-Marketing

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