Rich more likely to appreciate mobile advertising concludes BBC study

Affluent readers are more open to seeing adverts on their smartphones and are more likely to view it as a sign of a dynamic brand than the general population, a study by the BBC has suggested.

A survey comparing the habits of 6,000 smartphone users in Australia and five other countries found over a third (36 per cent) of the wealthiest people are are happy to see ads on mobile websites, while just over a fifth (22 per cent) of affluent Australians surveyed said brands need to be on mobile to be modern and dynamic, compared to just 10 per cent of the general population who agreed with this premise.

BBC World News conducted the survey with Millward Brown to assess the engagement of its readership on its global news platform BBC.com, which the broadcaster claims reaches a high proportion of affluent consumers.

Carolyn Gibson, head of international ad sales for BBC Worldwide said the BBC carries a lot of brand advertising and was interested to see what that meant for mobile, and whether it was the right environment to reach an upscale consumer.