It doesn’t matter who you are, how old you are, or where you live in Germany: you’re more likely than not to eschew mobile advertising.
How do we know? A March, 2015 survey by Nordlight Research showed that a nearly two-thirds majority of internet users in the country have a negative attitude toward mobile ads.
“That varied by only a couple of percentage points when the results were broken out by age: Among the least negative group, 35- to 50-year-olds, 63 percent still said mobile ads were annoying,” according to eMarketer.
A mere 8 percent of surveyed people expressed positivity about mobile ads.
“A year earlier, in April 2014, the Gesellschaft für integrierte Kommunikationsforschung (GIK) found less negative, more ambivalent attitudes toward ads on mobile apps and the internet in Germany,” reports eMarketer. “In that survey among consumers ages 14 and up, 36.5 percent said they did not even notice such ads, and another 33.5 percent did not answer the question, suggesting they do not use the mobile internet.”
About 16.7 percent said such ads were annoying, and 15.0 percent described them as disruptive.
But Millennial Media research in Q4 2014 suggested that 65 percent of smartphone and tablet users in Germany thought mobile ads were a fair deal for free-to-use websites.
“Almost no one is bothered enough by mobile ads to block them — at least, not yet,” noted eMarketer.