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Mobile feeds out-of-home response

Consumer uptake of mobile technology has made consumers more likely to act on out-of-home ads, according to a new study.

CBS Outdoor International’s Europe on the Move found that the added connectivity of mobile devices is creating more technologically adept consumers. Around 63% of respondents were more likely to pay attention to outdoor advertising, with 70% of those found to have acted as a direct result of outdoor advertisements.

Antonio Alonso, chief executive, CBS Outdoor said: “With outdoor advertising, there is a growing opportunity to leverage this new mobile power to reach people on the path to purchase and when they are at one of their most active times during the day.”

Travellers are also more prone to boredom with 45% of those surveyed multi-tasking on the move through their mobile phone. Europeans have embraced social media on their mobile phones with almost as many consumers accessing Facebook on their mobiles as on their PCs, with 54% against 56%, respectively.

UK consumers used their mobiles most frequently on the move with 14% using their phone to go online at least once-a-day, while Spain reported the lowest frequency with 7%.

Europe on the Move includes responses from 9,665 consumers across six European countries including the UK, France, Italy, Spain, the Netherlands, and the Republic of Ireland.

Josh Colley, London