More Australian mobile owners could soon have the option of receiving ads on their smartphones in exchange for a discount or extra monthly data—but not all service providers’ customers are interested, Roy Morgan Research shows.
37% of Australian smartphone users (14+) agree they would be interested in receiving ads on their mobile phone if it reduced their bill—that’s around 5.5 million people ready to be reached.
In October 2015, Lebara become the first local provider to offer such plans after making a deal with Unlockd, a Melbourne-based mobile platform developer that also recently announced expansion into the US and UK. After downloading the app, users receive ads every few times they unlock their phones—and get a discount or extra data in return.
So where to next for Unlockd? Nearly half of Dodo’s smartphone customers agree they would be interested in an ad-supported quid pro quo (47%), followed by customers with Lebara’s own network operator Vodafone (44%), and those with Amaysim (43%), Optus (40%) or Boost (39%).
Smartphone users with iiNet are the least likely to be interested (27%), with interest levels also below average among those with TPG (32%), Aldi (32%), Telstra (33%) and Virgin (36%).
Source: Roy Morgan Single Source October 2014 – September 2015, sample n = 9,642 Australians 14+ with a smartphone as their main mobile phone
Michele Levine, CEO, Roy Morgan Research, says:
“Dodo’s smartphone customers are the most likely to be interested in opening up their phones to ads in exchange for a discount but, like Lebara, this would equate to only a tiny overall reach for Unlockd and their future advertisers.
“There are around 1.1 million smartphone customers at Vodafone and 1.3 million at Optus who could be interested in an ad-supported plan—that’s the sort of reach attained by the weeknight news on commercial television networks.
“The future challenge for advertisers and their media agencies using this new, broad-reaching channel will be to achieve accurate and cost-effective targeting—and the only way to do that is to understand the people holding each device. Our suite of digital products evaluates the effectiveness of advertising across target audiences.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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