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September 11, 2009 -- Despite the growth in the US mobile market, mobile Internet users are only half as likely as non-mobile internet users to click on ads, according to a study of 92 million ad impressions by Chitika, an US-based online advertising network.
The study of the same ads on different media found that non-mobile ads had a 0.83% click-through rate, while mobile ads as a whole had a click through rate of 0.48% - half of the average.
Of the major smartphone systems - Google’s Android, Apple’s iPhone, Microsoft’s Windows CE, Palm OS, and Research In Motion’s BlackBerry, iPhone ranked the worst for clickthrough rate at 0.30%. Despite the low advertisement click-through rates, the iPhone accounted for the bulk of Internet browsing at 66%.
The low click-through rates for mobile, according to Chitika's analysis, suggest that cell phone users are not as receptive to advertising, perhaps because of their propensity to be searching for quick answers or directions.
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