Japanese would prefer no mobile ads

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How do you feel about mobile web advertisements? graph of japanese statisticsgoo Research recently conducted their fourth regular survey into advertisement viewing on mobile devices, and the figures reported by japan.internet.com were much less anti-ad than I expected.

Demographics

Between the 16th and 19th of April 2012 1,037 members of the goo Research mobile monitor group completed a mobile phone (including smartphone) based survey. 59.0% of the sample were female, 3.5% in their teens, 28.4% in their twenties, 32.7% in their thirties, 25.3% in their forties, and 10.2% aged fifty or older.

I only surf the mobile web occasionally, so I can’t say I’ve actually seen any mobile advertisements, in particular as I avoid ad-supported free apps!

Research results

Q1: Do you view web sites on your mobile phone, smartphone? (Sample size=1,037)

Yes (to SQ1)94.9%
No5.1%

Q1SQ1: Have you ever seen an advertisement on these web sites you viewed with your mobile phone, smartphone? (Sample size=984)

Yes (to SQ2)93.5%
No6.5%

Q1SQ2: How do you feel about these advertisements? (Sample size=920)

Don’t mind that they are there45.8%
Would prefer if they weren’t there54.2%

Combining the three, we get:

Q1+SQ1+SQ2: How do you feel about mobile web advertisements? (Sample size=1,037)

Don’t mind that they are there40.6%
Would prefer if they weren’t there48.1%
Never seen any6.2%
Don’t browse the mobile web5.1%

Both the pro- and anti-web advertisement groups from Q1SQ2 were asked why. Those for advertising said that they are sometimes useful and they give new information were some of the strongly favourable reasons, and the weaker ones included that there is no harm in them and if one is not interested one doesn’t have to click. Finally, there were also people who realised that the advertisements help support free services. On the other side of the fence, people complained that they got in the way by squeezing out the content, that they wasted screen space on small displays, and they took time or cost money to download. Other reasons were people feeling uncomfortable with too many advertisements and not trusting them not to involve fraud or malware.

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