Direct comparisons show that smartphones are an especially superior vehicle for advertising compared to feature phones in the area of mobile ad awareness, or capturing customer attention. Smartphone campaigns have 39 percent effectiveness in this area, about 39 percent more than the 28 percent effectiveness of feature phones.
In addition, smartphones are 30 percent more effective than feature phones in the area of unaided awareness (17 percent compared to 13 percent), and 25 percent more effective in purchase intent (15 percent compared to 12 percent).
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