Few Mobile Users Complain About Ads When Streaming TV and Movies

August 7, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Television

ForeSee-Mobile-Streaming-Video-Ad-Reaction-Aug2013Streaming TV and movie applications and mobile websites tend to enjoy fairly high satisfaction rates among their users, per results from a new ForeSee study [download page]. With increasing numbers of Americans watching video on their smartphones and tablets, it’s important to gauge their reactions to the ads they see while streaming entertainment content. ForeSee’s research suggests that mobile users are fairly accepting of ads on streaming media sites, with few feeling that the ads interfere with their experiences.

Looking specifically at the streaming TV and movie category (which was broken down to mobile users of iTunes, HBO Go, Netflix, Amazon Instant, Crackle and Hulu Plus), the study indicates that 37% of respondents don’t pay attention to the ads they see on the mobile sites and apps. Interestingly, respondents were as likely to say they don’t notice the ads as they were to say they frequently look at them (19% each).

In terms of their reaction to the ads, 17% agreed that some of the ads they’ve seen were relevant to their interests. And while 16% complained that the ads interfere with their experience, 13% said their experience is enhanced by the ads, and 13% said they have clicked on ads in the mobile site or application.

Of note, while the researchers indicate that site performance is the best indicator of satisfaction, positive reactions to advertising tended to correlate with increased customer satisfaction ratings. For example, respondents who indicated that their experience is enhanced by the advertising gave the sites an overall satisfaction rating of 84 on a 100-point scale. By contrast, those who felt that the ads were an interference averaged a customer satisfaction score of 73.

About the Data: The ForeSee Mobile Satisfaction Index analyzes mobile customer satisfaction scores, impacts, future behaviors, and other key findings through the eyes of the consumer. The latest report concentrates exclusively on the 22 top U.S. news, sports, and streaming companies.

More than 5,500 surveys were collected from visitors to these 22 companies’ mobile sites and apps on smartphones and tablets from June 5-14, 2013. The study was conducted using a consumer panel. All scores are on a 100-point scale.

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