Stronger emotions with mobile use
The OMS Mobile Advertising Impact Study takes a close look at the behavior of German users on daily newspaper websites. Among other things, it finds that these users display stronger emotions when visiting mobile sites than desktop users do.
According to the survey, mobile users feel more relaxed when visiting the mobile websites of daily newspapers (48 percent, desktop: 37 percent) and more open to new information (72 percent, desktop: 67 percent). At the same time, mobile users are more focused (25 percent, desktop: 21 percent). This is according to a study by the German premium marketer OMS.
These emotions can play an important role in the impact of mobile advertising campaigns, according to a press release issued on Monday. "Emotions often create a direct connection with the user. The more emotions are involved in a campaign, the better the impact of the advertising tends to be," explains Linda Mozham, Commercial Director and member of the OMS Executive Board. The fact that stronger emotions are shown in the mobile sector is also due to the emotional connection users have with their smartphones.
The study was conducted by Eye square on behalf of OMS from November 4 to 6, 2013. For the lab study, more than 450 users were surveyed on the mobile and desktop websites in the OMS portfolio during this period.
