Study Reveals Increased Engagement for Mobile Ads During the Pandemic

When the world suddenly realized the seriousness of the novel coronavirus and began shutting down to prevent an uncontrollable spread, a lot of eyes were on the tech industry to see how it would react to this very different world. How people interacted with technology was bound to change with so many individuals unable to leave their homes, leaving their various tech gadgets as the only source of entertainment and socialization that the average person might end up having at their disposal at any given point in time.

One area of the internet that seemed to be seeing some progress has been mobile ads. The level of engagement has gone up and down with lockdowns being put in place, lifted and then reinstated. However, on average the level of engagement for mobile ads has risen about 15%, reveals the data from MobileFuse (Via Mobilemarketer). This will probably make a lot of brands and marketing agencies tweak their advertising approaches, with an increased emphasis of mobile ads likely on the cards.

It’s important to note that the increase in engagement does not hold through across all demographics. While there has been a definite increase in engagement for lower as well as higher income users, middle class users actually interacted with mobile ads less frequently.

While this may be a statistical anomaly, it is also likely that this is reflective of the kinds of ads that are shown to middle class people. There is a chance that these ads themselves are simply not engaging enough, since there is no other logical reason that this demographic would not see a rise in engagement that has been seen in most other demographics that are out there.

With all of that having been said and out of the way, it is important to note that teenage engagement has risen a fair amount which is significant because of the fact that this has always been a key demographic for any marketing campaign to crack.

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