Disqus
UK: Tesco, the (primarily) food-retailing superstore, which also happens to run an MVNP, has been trialling a WAP advertising portal since May 2007 – Tesco says access to the portal has been growing, resulting in 300,000 unique visitors in December 07.
The Ads were delivered as “traditional” banner Ads with a click-through, and included brands such as ITV, Nivea and Teletext.
Interestingly, Tesco said it’s demographics include a large segment of female household “budget owners”, with an average age of 36 – this apparently means that for advertisers with products that are “fast-moving consumer goods such as toiletries and cleaning products”, it is a good target audience.
The survey that Tesco commissioned apparently showed that “more than half (60 per cent) of portal users are female and the same percentage said they visit the portal at least once a month, while 69 per cent claimed they would click on a relevant advert.”
These stats seem to fly in the face of typical Mobile Internet access – either Tesco know something we don’t, or they have the most M-Internet-savvy user-base I’ve seen in some time!
[Via: Silicon.com]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
