Smart phone owners don’t really remember the promotions that appear on their devices, a study of U.K. phone owners has found. But that is completely in keeping with most studies of ad recall. Few human beings pay much attention to most ads, ever, in any medium. Azullo conducted a survey of 1,014 U.K. smart phone owners and found about 21 percent could recall an ad on their smart phone in the past six months. But look at matters another way, how many people could recall many details of any event with low emotional impact or involvement, at some point in the last half year?
When asked if they could recall brands, products or services promoted by these ads, 53 percent said no, Azullo says.
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