Survey: Smartphone users respond best to location-based ads

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New York—Smartphone users exposed to mobile ads are significantly more likely to respond to location-based commercial messages than other mobile ad types, according to a new study by the Mobile Marketing Association.

MMA’s monthly “Mobile Consumer Briefing” reported that, of those mobile phone users with access to maps, navigation or some other location-enabled service, about 50% took some action when exposed to location-based targeted ads while using those services. This compared with the 37% who noticed non-location-based ads while sending or receiving text messages, and 28% who saw nontargeted ads while browsing Web sites.

The MMA survey polled some 1,000 participants in Luth Research’s online SurveySavvy panel during March.

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