Knowing how people seek out information can be critical for a successful campaign.
Mobile applications, or apps for short, have increasingly become widely known and acquired by smartphone users. A new study by the
According to MediaPost, almost half of adult Americans surveyed accessed some form of local news and other information on his/her cell phone or tablet computer. By comparison, only 10% of those surveyed utilized local news apps to get information. Within that 10%, only 1% of users paid for those apps.
The common type of local information that users sought out was related to weather updates, restaurant and local business information, traffic and transportation, etc. Predominately, it was the weather updates that garnered the most engagement with 42%.
Knowing how people seek out information can be critical for a successful campaign. With the information above, advertisers can gather that apps may not be the best use budgetary funds if they are advertising a local business. Investing in mobile advertising on local sites may be a more cost effective option and maximize reach to the target audience.
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