Contrary to stereotypes that smartphone users are obsessed with the screen in front of them, a survey has found, that in New Zealand at least, that they are more likely to notice all forms of out-of-home advertising than those without a smartphone
In the six months to October 2013, 54% of smartphone owners noticed big billboards in an average four weeks, compared with only 43% of others, according to Roy Morgan research.
Only 35% of people without a smartphone noticed ads on bus shelters -- but 50% of smartphone owners did.
Pip Elliott, General Manager, Roy Morgan Research NZ, says: "It turns out smartphone owners aren't just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of Outdoor and Digital in marketing campaigns could indeed provide a promising advantage for marketers. New 'geo-tagging' or location-specific targeted campaigns are examples of these."
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