【网上购物的“集中营”竟在地铁上,移动广告绝佳场所来啦!】

【网上购物的“集中营”竟在地铁上,移动广告绝佳场所来啦!】一项新的凯发电游根据用户使用习惯与移动供应商配并对地点进行跟踪发现,乘坐地铁的人更容易将自己沉浸在智能手机中,并且更倾向于网上购物,并在逐渐形成习惯,对于广告商来讲,这将是一个绝佳的移动广告场所。http://www.looooker.com/?p=23837

Being stuck on the subway makes you more likely to SHOP: A packed commute causes people to turn to online stores, claims study

  • Researchers paired with mobile provider to track commuter usage habits
  • Subway riders are more likely to use phones and shop on a packed train
  • This is 'opportune moment' for ads, squashed people have 'little else to do'
The technological age has given commuters a new way to escape the crowd of a packed subway. According to a new study, subway riders on a busy car are more likely to immerse themselves in their smartphones – and much of this time will be spent shopping. The team of international researchers reveals that ‘squished’ subway riders present a favourable opportunity for mobile ads, more so than riders on a non-crowded train. 0A1380F800000514-3455541-image-a-79_1455930526093 Michelle Andrews of Emory University, Xueming Luo of Temple University, Zheng Fang of Sichuan University, and Anindya Ghose of New York University teamed up with a cellphone service provider to analyse the mobile behaviours of subway riders. These providers randomly selected subway riders, issuing them ads for digital services. The team sampled roughly 15,000 users, finding that usage increased in line with the number of people on the subway. When there were less than two people per square meter, purchase rate was 2.1 percent. This doubled as the subway becomes more crowded, rising to 4.3 percent when there were five people per square meter. ‘Given our extensive battery of tests, we are confident that physical crowdedness engenders the higher consumer response to mobile ads,’ says Andrews. ‘Nowadays a smartphone is a good way to mentally escape from physically crowded environments. As a result, people are more involved with their smartphones and may pay more attention to incoming mobile ads when they are in crowded areas.’ 0054BA0600000258-3455541-image-a-68_1455930280959 When people are essentially stuck, ads see a prime opportunity, as the ‘crowdedness in public transportation, where commuters are often squeezed against strangers with little else to do, is annoying, and yet ironically an opportune moment for mobile ads,’ said Luo. The team found these results carried on throughout the day, not just peak hours. And, this even applied when trains became crowded due to underground delays and traffic. Depending on location of the subway and the mobile user, people may be shopping for a slew of different items, largely influenced by their setting. ‘People at a crowded restaurant or stadium may focus on food, companions, or a game, rather than the ads,’ says Ghose. ‘Moreover, people may cope with crowdedness differently depending on their preferences and living circumstances.’ For subway riders, not all crowded trains are the same, and Fang points out that context is important. ‘Physical crowdedness in Hong Kong may be perceived quite differently from that in a college town.’ 原文链接:http://www.dailymail.co.uk/sciencetech/article-3455541/Being-stuck-subway-makes-likely-SHOP-packed-commute-causes-people-turn-online-stores-claims-study.html

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