Everyone — from app developers to startups such as AdMob to Google — are feeling bullish about the megabillion-dollar potential of mobile advertising. They shouldn’t count their chickens before they’re hatched, warns a study conducted by Chitika, a Marlborough, Mass.-based online advertising company. The study based on 92 million impressions reveals that mobile users are only about half as likely to click on an advertisement vs. non-mobile web users. The mobile click-through rate was 0.48 percent vs. 0.83 percent on non-mobile advertising. And iPhone users were found to be the least likely to click on mobile ads.
There is one massive caveat: Of those 92 million impressions cited in the study, some 1.3 million (1.5 percent) came from mobile browsing, which in my opinion is a miniscule sample size. That said, I think mobile advertising needs a fresh approach, one that doesn’t simply replicate traditional web advertising. What do you guys think? Are you more or less likely to click on ads on your mobile device than on your desktop?