Brits aged between 15-24 are the most likely to be exposed to online video ads and smartphone ads, according to new research.
The study, from Comscore, online advertising market in the UK across the general population of fixed line Internet users, online video viewers and smartphone users.
Nearly 70 percent of 15-24 year olds were exposed to at least one online ad video in June 2011 – approximately 7 percentage points higher than the total Internet audience.
15-24 year olds were also 10 percent more likely than the average video viewer to be exposed to video ads, while 25-34 year olds have the second highest penetration and were 4 percent more likely than average to be exposed.
*An index of 100 indicates average representation relative to the base audience.
15-24 year olds see an even more pronounced relative skew when it comes to exposure to mobile advertising. In June 2011, 31.6 percent of UK smartphone users age 15-24 recalled having seen ads on an app or browser, the highest penetration among age groups.
With an index of 125, 15-24 year olds were 25 percent more likely than the average smartphone user to recall exposure to mobile advertising. Meanwhile, 45-54 year olds and those 55 and older showed a significantly lower likelihood than average of recalling mobile ad exposure.
*An index of 100 indicates average representation relative to the base audience.
“The penetration of mobile and online video advertising market shows greater variation across age groups, compared to the online display advertising market which already reaches an equally high percentage of users across all ages,” added Shaw. “This indicates an opportunity for advertisers looking for ways to efficiently target younger audiences, who are heavier online video viewers and mobile users. These audiences are likely to carry these behaviors with them as they mature, underscoring the future potential for video and mobile advertising.”
Source: www.comscore.com/companyinfo.
