Mobile Banners Don't Impress Smartphone Users in France - eMarketer

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Mobile Banners Don't Impress Smartphone Users in France

94% of smartphone internet users in France believe banner ads aren’t useful

March 21, 2016

More than two in five internet users in France own a smartphone and use it to connect to the internet, according to February 2016 research. Just 10% of internet users in the country who own a smartphone do not use their device to get online.

Internet Users in France Who Own a Smartphone that They Use vs. Do Not Use to Connect to the Internet, by Demographic , Feb 2016 (% of respondents in each group)

Across genders, the figures are similar; 43% of male internet users own a smartphone they use to access the internet, while 41% of female internet users do.

There’s more variation by age, though. Those under 35 are far more likely to own a smartphone: 63% used one to go online, and 10% (in line with the average) owned one but did not access the internet with it. Meanwhile, 43% of those ages 35 to 49 and just 29% of those over 50 had a smartphone they used for internet access.

But as we all know, mobile browsing can sometimes be a bit difficult, especially when it comes to accidentally clicking on ads. Only 9% of those surveyed say they ever intentionally click on banner ads. And just 2% say each banner ad click is always intentional. 89% of smartphone owners say they click on accident; 57% of those surveyed say every single click on a banner ad is a mistake.

Extent to Which Smartphone Internet Users in France Find Mobile Banner Ads Useful, by Demographic, Feb 2016 (% of respondents in each group)

Virtually all smartphone internet users in France believe mobile banner ads aren’t useful, which isn’t surprising, given how rarely they are intentionally clicked upon. About two in five say they specifically find the banners annoying and, what’s more, they thusly develop a bad image of the advertiser or brand.

While female smartphone internet users in France are slightly less likely to find the ads uninteresting than males (17% vs. 24%), figures hold basically consistent across the board. So with nearly half of internet users in France accessing the internet via a smartphone, advertisers and brands would be wise to be aware of these banner ad preferences.

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