Internet Users in Germany Don't Like Mobile Ads - eMarketer

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Internet Users in Germany Don't Like Mobile Ads

Just 8% felt positive about mobile advertising

November 3, 2015

Age does not make much of a difference in Germany when it comes to how people feel about mobile advertising.

Primary Attitude Toward Mobile Advertising Among Smartphone Internet Users in Germany, by Age, March 2015 (% of respondents)

Based on a March 2015 survey by Nordlight Research, a nearly two-thirds majority of internet users in the country have a negative attitude toward mobile ads. And that varied by only a couple of percentage points when the results were broken out by age: Among the least negative group, 35- to 50-year-olds, 63% still said mobile ads were annoying.

Just 8% of respondents overall said they felt positively toward such ads, and there was even less variation by age on this side of the equation.

A year earlier, in April 2014, the Gesellschaft für integrierte Kommunikationsforschung (GIK) found less negative, more ambivalent attitudes toward ads on mobile apps and the internet in Germany. In that survey among consumers ages 14 and up, 36.5% said they did not even notice such ads, and another 33.5% did not answer the question, suggesting they do not use the mobile internet. A comparatively low 16.7% said such ads were annoying, and 15.0% described them as disruptive—the third- and fourth-most-popular responses, respectively.

Millennial Media found in Q4 2014 that 65% of smartphone and tablet users in Germany thought mobile ads were a fair trade for free-to-use websites. And almost no one is bothered enough by mobile ads to block them—at least, not yet.

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