The title of this article is like saying, “Kids Don’t Like the Dentist” so it’s a given, but what I did find interesting about a recent study done by Chitika, an online advertising network, is that mobile web users are half as likely as their desktop counterparts to click on advertisements.
According to the study, the average click through rate (CTR) for any advertisement on the web viewed on a desktop PC is 0.83%, but the rate for the same ad viewed on a mobile phone was only 0.48%. That translates to about 1 out of every 200 visitors clicking on an ad while browsing on a mobile device.
What was even more interesting was that of all smartphone mobile web browsers, the iPhone user is the worst consumer with a dismal click through rate of only 0.30%. BUT, the same stingy iPhone user accounted for 66% of the hits on the site. Which means the iPhone users are surfing a lot, but just not buying a lot. (Author Note: It’s always a great day when I can throw a jab at my iPhone counterparts)
Not surprising to me, the smartphone users that have the best click through rate are BlackBerry users. Can you say, MobiMadness Store?
[source: Chitika, Inc.]