Seven in ten Japanese find mobile ads useless


Do you find mobile advertisements useful? graph of japanese statisticsgoo Research recently took a look at advertisements on mobile devices, their third regular survey into this topic, reported on as usual by


Between the 23rd and 25th of January 2012 1,098 members of the goo Research mobile monitor group completed a private mobile phone-based (including smartphone) questionnaire. 60.1% of the sample were female, 4.0% in their teens, 28.2% in their twenties, 34.3% in their thirties, 23.3% in their forties, and 10.1% aged fifty or older.

As I limit my mobile surfing and don’t play any games that require an internet connection for advert display, I fortunately cannot remember seeing any except when I go out of my way to check out my own sites; actually, I tell a lie – when I was in the USA last week, both San Francisco and Las Vegas airports made me watch a short advertisement before giving me free wifi access. By the way, What Japan Thinks has a smartphone-targeted display, so if you surf on over with your mobile you should see a finger-friendly front end which contains some hopefully not-too-obtrusive advertisements, although I cannot vouch for their relevancy or usefulness.

Research results

Q1: Do you surf web sites on your mobile phone? (Sample size=1,098)

Yes (to SQ1)94.1%

Q1SQ1: Have you ever seen advertisements in search results or on web sites? (Sample size=1,033)

Yes (to SQ2, SQ3)92.9%

Q1SQ2: Do you find these advertisements useful? (Sample size=960)

Yes, useful2.6%
Somewhat useful28.4
Not very useful53.1%
Not useful at all15.8%

Q1SQ3: How do you feel about these advertisements? (Sample size=960)

Don’t mind if I see them46.3%
Would rather I didn’t see them53.8%
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