An online focus group conducted by Dubit into teens opinions of mobile advertising. Done using the Dubit ClickRoom.

1. What’s in an advert?
In a monthly review of advertising awareness with
12-17 year olds, Dubit’s Informers told us mobile
adverts were consistently the most recalled. Two online
focus groups allowed us to explore the issue…
‘That’ caught my eye
Mobile phones dominate the advert ‘hot list’, with
T-Mobile, Orange, Phones4U and HTC creating
noise. Into the mix confidently trots Cadbury’s,
Honda, Skoda cake and the Barclays waterslide,
all creating their own unique splash.
My friends and I…well we talk
We all like to talk and phone adverts reverberate
around the youths social circle. Orange
Wednesday and the ‘freaky things’, T-Mobile
‘crowds are singing’ and Vodafone ‘brings face +
twitter with him’. But other than talk about it
what impact does this actually have…
Me, my mobile and I
Adverts ‘don’t influence what I buy, they just
‘It's fun, gives you a
make me look’, when choosing a phone is a clear idea of the brand,
logical process ‘looks, functions, practicality’ and
and gives you a bit of
‘a good cheap contract’. Decisions are informed information about what
by ‘looking around, speak to friends, parents’. ‘It
they are advertising‘
could be the worst advert, but still be a dead (Orange Bright Top-ups)
good phone that I would want so…’
‘…at least it showed
you the phone and
Ok I’m entertained, but what do I know gave you more
‘I don’t really know what its selling so it hasn’t
information than the
made me what to buy anything’. A classic
last one’
example is the T-Mobile advert which (HTC caveman, compared to
entertained, but this did not appear to translate ‘sing-a-long’)
into intention. Blackberry adverts are more
successful ‘quick and to the point’
Two focus groups were held on the 28th of October, one with 12-14 year olds and one with 15-17 year olds.
The groups were mixed gender and lasted 30 minutes. For more information on our online focus groups
please contact peter.robinson@dubitlimited.com or contact the research team on +44 113 3947 920